Our industry is at a cross roads, not for the first time. More than ten years ago, the online revolution transformed the way marketing research was conducted and allowed us to tap into a more readily available set of respondents.
Fast forward to today and a similar shift is underway with mobile. Our need to engage willing survey participants is again a driving factor. This time, however, it’s from traditional, static online to online on-the-go. This shift is arguably a lesser transformation than an offline mode moving to surveys being programmed, completed and returned through an online platform. But it is nevertheless significant.