Measuring Up: Impact of mobile and segmentation on respondent behaviour
Aaron Jue and Kristin LuckDecipher
Introduction
In 2007, Apple introduced the iPhone. Since then, smartphone sales have experienced tremendous growth. IDC recorded 491 million global smartphone shipments in 2011 and predicts that figure to rise to 1.5 billion by the end of 2017.
Just as the internet transformed market research over a decade ago, mobile growth is challenging the way we think about survey design, how our surveys are being taken and the quality of data that we collect from the mobile user.
At Decipher we've been...