Researching the impact of mobile optimisation

MRS and four international research businesses explore the impact that poor mobile design and lack of mobile optimisation has on participant completion, response and satisfaction rates. This project, now in its 6th year, is part of MRS’ contribution to the wider Global Data Quality initiative.

In an unprecedented collaborative effort, which includes analysis of international response data from 2016 to 2022 from Dynata, Kantar, Cint and Toluna to identify and assess review patterns between mobile and non-mobile measurements. 

A separate participant satisfaction survey has also been undertaken to identify some of the underlying causes behind the trend data and to test the impact of poor mobile design on participant behaviour and attitudes.

The project is international in scope and includes response data from 13 markets: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, the Netherlands, South Africa, the UK and the US, plus satisfaction data from Australia, the UK and the US.

What you’ll learn:

• The key findings for 2022 including seven years of data analysing the response and completion rates between mobiles and desktops.
• Some new survey data on what devices surveys should be offered on, the impact of non-optimised surveys on data quality and participant engagement, and how participant behaviour differs by device type.
• How the mobile optimisation project has extended our knowledge of mobile best practices, data quality and integrity.
• The impact of the MRS State of Mobile Adoption & Optimisation Best Practice Guidance on the design and implementation of mobile optimisation, and how it is driving improvements in mobile research.
• The conclusions from the research and why these should encourage commissioners/buyers of research to address the longer-term issues surrounding mobile optimisation and survey satisfaction.

Speakers:

• Chair:  Debrah Harding, Managing Director, MRS

Panellists:

• Glyn Bromige, Head of Operations Transformation, Kantar
• Martina Galantucci, Director, Customer Optimization EMEA, Cint
• Marie Hense, Vice President of Online Data Quality, Toluna
• Keith Phillips, Director, Research Science, Dynata