Abstract:

Traditional email- and landline-based research methods are struggling to keep up with a world that is ever more rapidly adopting smartphones as the preferred way to communicate, shop, play and access information. Surveys via mobile phones have been the biggest promise in market research for many years, and while an increasing number of studies are being conducted via mobile phones, overall the progress has been slow and the share of mobile surveys is still small. The biggest hurdle has been sampling: how to find a random sample representing a larger population. In this presentation, Dalia Research and MRops will demonstrate a new sample technology, which allows for finding the sample required, resulting in a robust sample size required to make generalisations for the target audience. The mobile sampling software used enables to identify respondents in real-time, assess projected response quality and to draw a stratified random sample.