Mobile Optimisation Research

Since 2018 MRS has been facilitating an annual research project to explore the impact that poor mobile design and lack of mobile optimisation has on participation, completion, and response rates in research.  

In an unprecedented project of collaboration four panel companies - Dynata, Kantar, Cint and Toluna – have been working with MRS giving access to their response rate data to identify trends in participation and response rates. The project 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.

The top line results from the 2024 response data are available here. 

For 2024 a separate participant topical survey was 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.

Drawing from the research and the experiences of the four companies, MRS has produced some best practice recommendations (PDF) to help practitioners to produce better mobile design, increase optimisation and to improve completion and response rates. This guidance was updated in 2023.This guidance is supported by the US Insights Association and The Research Society of Australia.

The results from the research undertaken each year from 2018 to 2024 are available as webinars via the following links:

Mobile optimisation research 2024 webinar 

Mobile optimisation research 2023 webinar 

Mobile optimisation research 2022 webinar

Mobile optimisation research 2021 webinar

Mobile optimisation research 2020 webinar

Mobile optimisation research 2019 webinar