| by Rochana Sarkar

Best Practices for Utilizing Mobile Surveys in Emerging Markets

Mobile devices have transformed the landscape of communication, information consumption, and business operations. In emerging markets, where smartphone adoption is rapidly growing, mobile surveys have emerged as essential tools for market researchers. By capitalizing on the distinctive features of mobile devices, researchers can collect valuable insights from varied populations, leading to a deeper comprehension of consumer behaviour.

Key Considerations for Mobile Surveys in Emerging Markets

When designing and conducting mobile surveys in emerging markets, it’s essential to consider the following factors:

  • Smartphone Adoption: Ensure that the target population has a high level of smartphone ownership and usage. This will determine the feasibility and effectiveness of mobile surveys.
  • Network Connectivity: Be mindful of network coverage and speed variations across different regions. Choose survey platforms that can adapt to varying network conditions.
  • Cultural Nuances: Tailor the survey design and content to the cultural preferences and sensitivities of the target audience. Consider language, imagery, and survey flow.
  • Literacy Rates: If literacy rates are low, opt for visual cues, simple language, and potentially audio-assisted surveys.
  • Data Privacy: Comply with strict data privacy regulations to build trust with respondents by clearly communicating how their data will be used and safeguarded.

 
Best Practices for Mobile Survey Design

  • Keep it Short: Mobile users have limited attention spans. Design surveys that can be completed in a few minutes.
  • Use Clear and Concise Language: Avoid jargon and complex terminology. Use simple, everyday language that is easy to understand.
  • Optimize for Mobile Screens: Ensure that the survey layout and questions are well-formatted for smaller screens.
  • Leverage Multimedia: Incorporate images, videos, and audio to enhance engagement and comprehension.
  • Test Before Launch: Conduct pilot testing to identify any issues or areas for improvement before deploying the survey to a wider audience.

 
Tips for Mobile Survey Distribution

  • SMS or Messaging Apps: Utilize popular messaging platforms to send survey invitations and reminders.
  • Social media: Promote the survey on relevant social media channels to reach a wider audience.
  • Email: If email penetration is high, consider sending email invitations with links to the mobile survey.
  • Partnerships: Collaborate with local businesses or organizations to distribute the survey to their customers or members.

 
Benefits of Mobile Surveys in Emerging Markets

  • Increased Response Rates: Mobile surveys offer greater convenience and accessibility, leading to higher response rates.
  • Real-Time Data Collection: Data can be collected and analysed in real-time, providing valuable insights for timely decision-making.
  • Cost-Effective: Mobile surveys can be more cost-effective than traditional methods, especially in regions with limited infrastructure.
  • Enhanced Data Quality: Mobile surveys can capture richer and more nuanced data, such as location, emotions, and behaviour.

 
High Beam GlobalTM Expertise in Mobile Surveys

At High Beam GlobalTM , we specialize in providing comprehensive mobile survey solutions that are finely tuned to the specific needs of emerging markets. As smartphone usage continues to grow, we harness this connectivity to enable businesses to gather valuable insights from a wide range of populations. Our mobile survey design follows industry best practices, focusing on concise and targeted questions, clear language, and mobile-optimized layouts for seamless user experiences.

Partnering with HBGTM gives companies access to our advanced technology and deep local expertise. Our solutions are not only cost-effective but also ensure higher response rates and the collection of detailed, nuanced data. This empowers businesses with actionable insights, enabling them to make informed decisions and succeed in the fast-evolving landscape of emerging markets.

Author

Rochana Sarkar Associate Director

Rochana Sarkar spearheads the CATI/telephonic research team at our organization, bringing over 12 years of expertise in the market research industry. As an experienced professional, she is actively involved in managing clients and devising effective strategies to deliver projects with precision and quality. In her current role, Rochana manages a large team of professionals. Her exceptional people management skills enable her to drive performance and profitability within the team, contributing significantly to the strategic growth and decision-making processes of the organization. Rochana's dedication to excellence and her deep industry knowledge make her an invaluable asset to our team.

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