Measuring up

Date of publication: September 26, 2013

Abstract:

It’s been said that goldfish have an attention span of only a few seconds and that human beings are swiftly swimming down the same path. For market researchers, this trend must be addressed from multiple angles in order to continue garnering rich actionable data from survey outreach. This session investigates a recent study on the behaviour of respondents who access online surveys from mobile devices. The initial results demonstrated this behaviour as a quickly moving target, so results were updated six months after the initial findings, showing interesting response rates. Information from a survey restructuring project with eBay, in which long surveys were segmented will also be included. During this session, we will use the latest research results to analyse the best ways to reach respondents.

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