Mobile Marketing Research: Can Surveys Keep Up in On-the-Go World?

Marguerite McNeal
Marketing Researchers
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Key Takeaways

  • Sometimes a mobile survey juts simply won’t load because it requires a certain type of browser, Flash or validation tools that use cookies.

  • One of the biggest challenges for businesses is finding the right methodology for when to use mobile and when to use other methods.

  • With passive data collection and location tracking, mobile surveys are ripe for privacy and security concerns.

Matt Dusig, a connoisseur of mobile marketing research, was confused. As CEO and co-founder of uSamp, a Los Angeles-based provider of technology and survey respondents, Dusig met with a research firm that uses 10-year-old portable devices without Internet connections in their studies. The company mails the devices to respondents, who use the machines and send them back. Then the research firm plugs in the devices to download the data. “I was shocked,” Dusig says, “You could build an app, and everyone could install the app, and you’re done.” The proliferation of smartphone apps and technological capabilities indicates that the world is going mobile, but is research lagging behind?

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Author Bio:

Marguerite McNeal
Marguerite McNeal is a staff writer for the AMA’s magazines and e-newsletters.​
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