Participant preferences and use of mobile devices in research

MRS and four international research businesses explore participant device preferences and mobile usage. Research will be presented identifying some potential underlying demographic, psychographic and behavioural differences between participants who prefer one type of device over others and how this potentially impacts research results.

This project is part of MRS’ contribution to the wider Global Data Quality initiative.

Participant preferences and use of mobile devices in research

In an collaborative effort, which includes analysis of international response data from 2016 to 2023 from Dynata, Kantar, Cint and Toluna, to identify and assess review patterns between mobile and non-mobile measurements.

A separate participant topical survey has also been undertaken to identify some of the underlying causes behind the trend data and to test the differences between participants who prefer one type of device over others and how this potentially impacts research results.

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 from eight years of data analysing the response and completion rates between mobiles and desktops.
• Some of the potential underlying demographic, psychographic, and behavioural differences between participants who prefer one device over the other and how this potentially impacts research results.
• The result of testing of a series of hypotheses including whether:
  • Participants who prefer mobile are more likely to be aware of mobile only/first brands / services / apps
  • Participants who prefer mobile do more online shopping / are more likely to be compulsive (impulsive?) buyers
  • Participants who prefer laptop/desktops are more brand loyal
  • Participants who prefer laptop/desktop have greater data privacy concerns
• How the mobile optimisation project has extended our knowledge of mobile best practices, data quality and integrity.
• 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.

The webinar will conclude with a Q&A session where delegates can ask the speakers questions about this year's research results.

Speakers

Chair: Debrah Harding, Managing Director, MRS

Panellists:
Glyn Bromige, Head of Operations Transformation, Kantar
Martina Galantucci, Director, Customer Optimization EMEA, Cint
Marie Hense, Global Head of Quality, Toluna
Keith Phillips, Senior Director, Research Science, Dynata