Are you paying attention? Mobile research and distraction

This paper explores the impact of distraction on mobile survey data and suggests steps to reduce it.

Are you paying attention? Mobile research and distraction

Sherri Stevens, Stefan Kuegler, Jorge Alagon and Efrain RibeiroMillward Brown and Lightspeed GMI

Introduction

Mobile devices have opened up market research opportunities. Yet, the anywhere, anytime aspects of mobile data collection can affect research quality with additional distractions and loss of attentiveness. This paper supports a current multi-cell study that evaluates attentiveness and data quality on mobile devices. Data gathered will be used for improving the strategic value of in-the-moment research.

The mobile opportunity

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