Marketers invest $13.7 billion globally in on-line consumer research, according to ESOMAR's 2016 Global Market Report, growing at a 6% CAGR over the last 5 years. During that same time, the number of consumers starting surveys on their smartphones has grown at a 49% CAGR, more than eight times the rate of the industry's growth. Nearly 30% of consumers are now using their smartphones to respond to surveys. Yet survey drop-offs are 20% higher on smartphones than on a PC. (ESOMAR, 2016; FocusVision, 2017).
The guidelines for writing effective surveys for PCs need to be adapted to meet the needs...