Lightspeed Blog

Is the Marketing Research Industry Moving at the Same Pace as Consumers?

Posted by Stefan Kuegler on Sep 3, 2015

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.

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Topics: Mobile

Debunking Marketing Research Myths: Mobile and Open-Ends Don't Mix

Posted by Stefan Kuegler on Jun 30, 2015

No, actually they do.

There is a feeling that mobile surveys make open-ended questions more difficult. Mobile is used mostly as a communications device -- writing or texting is one of the main activities that we use it for. We see this behaviour every day in the streets where everyone is writing to someone on their device regardless of it being a text, an email or social media post.

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Topics: Mobile

Goodbye CATI, Hello Mobile First

Posted by David Shanker on Jun 26, 2015

Rarely do U.S. government rulings impact the market research industry, but one recent change defines the future of our industry. Since 2014, several industry associations appealed to the Federal Communications Commission (FCC) to allow marketing researchers the freedom to use auto-dialers to call mobile phones; however, the FCC recently implemented new regulations to expand the Telephone Consumer Protection Act (TCPA) which prevents the use of robocallers on mobile phones even in the use of market research. By eliminating this outdated and increasingly costly method of data collection, the government got it right.

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Topics: Mobile

Is your mobile device distracting you?

Posted by Stefan Kuegler on May 14, 2015

Does the distraction induced by mobile devices impact a respondent’s attention?

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Topics: Mobile

Companies feeling the love from mobile device users

Posted by Siddartha Dutta on May 13, 2015

Consumers are following, perhaps even driving, the move towards mobile technology. Asia Pacific remains at the forefront of this adoption, with Nielsen recently reporting that smartphone penetration is at its highest in Hong Kong and Singapore at 87%, followed by Malaysia (80%), Australia (75%) and China (71%).

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Topics: Mobile

Could Mobile Devices be the Death of Grids?

Posted by Stefan Kuegler on Apr 14, 2015

Getting feedback from panelists gives you a perspective about survey design that you sometimes miss. They are honest and straight to the point. Whether on PC or mobile, respondents consider grid questions tedious and rate surveys with more grid questions as less enjoyable. Comments include:

  • Too many questions on the pages. Too many columns. Difficult keeping track of what box to check.
  • This survey was HORRIBLE. It was TOO wide & TOO long to fit the screen so I had to keep sliding back & forth.
  • I hate having to fill in so many bubbles.
  • I can’t stand surveys with buttons across and all those rows down. They give me a headache.
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Topics: Mobile

How Long is too Long on a Mobile Device?

Posted by Stefan Kuegler on Apr 7, 2015

Recently, we’ve been receiving inquiries from our clients around the world on the length of surveys. With increasing numbers of respondents accessing surveys via mobile devices, one of the key questions is how long is too long on a mobile device? To address this question Lightspeed GMI has conducted research in Australia, China, India, and the United States.

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Topics: Mobile, Survey Length

Sports Marketing: Trying to avoid ads? Think again.

Posted by Eric Lindner on Apr 2, 2015

If you’re anything like me, you’re reaching for your mobile device as soon as the commercial break hits to answer a text, email, or simply refresh social media apps to see the latest and greatest. Well guess what, you are the most important part of how custom content works for sports advertising.

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Topics: Mobile, Customized Advertising, Mobile Advertising

Giving Voice to Research: Mobile Devices and Data Collection

Posted by Frank Kelly on Mar 6, 2015

The rapid shift in survey data collection to mobile devices has caused researchers to scramble to ensure that surveys are compatible with these collection modes and that trends are not impacted. The focus of attention has been to find ways to simplify and shorten surveys so that they work reasonably well on a mobile device. What has been lost in this transition is that mobile devices offer new ways for us to provide input that may be more suitable than reading questions and typing answers.

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Topics: Mobile, Voice Technology

Research & Results 2014 – Fighting Against Boring Surveys

Posted by Dennis Sewberath on Nov 12, 2014

In previous years, I attended Research and Results in Munich as a guest. This year, I was happy to present The Art of Bonsai Survey Design, one of many award winning papers from Jon Puleston, for Lightspeed GMI. The free entrance makes it possible for every market researcher to gain information and industry insights at Research & Results. And, every year it becomes more international, not just the exhibitors -- some lectures were presented in English with the option to wear a headphone and listen in German.

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Topics: Mobile, Survey Design

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