Changing the Way People Interact

Changing the Way People Interact

Changing the Way People Interact

Mobile phones are changing the way people interact with brands, each other and market researchers. From the reduction of landlines among the younger generation, prevalence of internet usage via smart phones and use of text messages as an option, mobile phones have changed the way of thinking. They have also reduced the usage of paper . Mobile surveys are now common phenomena in the field of marketing.

A few years ago, text-based survey tools were developed and launched in the market. They were simple and easy to use. Others tried to simulate the full traditional survey experience with the long questionnaires. But this didn't take for three primary reasons. The market end use cases were not fully conceived. The information that the surveys wanted to acquire from the client could not be limited and the systems were not built to be connected with other feedback mechanisms. So, in the end, sms based surveys were adopted by only a handful of people. While people were ready to pay to text to vote on the Indian Idol, they were not willing to take free mobile surveys.

Things have changed since then. The patience of the market researchers has finally paid off and surveys according to the needs of the client was developed. Researchers now let people participate in the way they desire and not the way the seller's desire. In this manner, sms based surveys allow people to interact with the manufacturers/distributors of products and/or services to really give expression to their wants and needs as well as aspirations.

With mobile surveys on the rise, the question that arises is whether they are really effective as a legitimate market research tool? There are numerous concerns when entering into a research design that uses mobile technology. While the benefits are worth considering, sometimes, it does seems more trouble than its worth. However, the concept is innovative and has great potential for certain types of studies and is gradually becoming quite popular.

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