Understanding the complexity of varied devices for taking surveys – A case study
The market research landscape has changed dramatically over the last two decades. At one time, moving from paper to telephone to online surveys seemed almost unheard of, yet those changes have now taken hold and today we are facing further changes. The evolution of technology over the last five years has meant that we now not only have one or two choices when deciding how to conduct our surveys but rather a multitude of ways that market researchers can administer their surveys. With the advent of the mobile phone, then the smart phone, then the tablet, the online survey taking experience for a respondent is a whole new world.