Deep Dive Optimizing Mobile Research: Speaking the Consumer’s Language - ARF ORIGINAL RESEARCH

  • Chris Bacon – EVP, Global Research Quality & Innovation, The ARF; Frances Barlas – VP, Research Methods, GfK Custom Research NA; Ryan Baum, FocusVision; Zoe Dowling, Ph.D. FocusVision; Randall K. Thomas – SVP, GfK - ARF ORIGINAL RESEARCH
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Summary

Key findings:
  • Use of emojis can work effectively across all devices (desktop/laptop, tablets as well as mobile).
  • Survey satisfaction was higher with the use of emojis, especially among women, younger groups.
  • Emojis are viable if used with care.
  • Choose wisely-not all facial emoji’s are understood equally.
  • Take a mobile optimized, response enhanced approach to survey design (M.O.R.E.)
  • However, emojis are more appropriate for some categories (not health, legal issues).
Finally, the presentation notes the ARF will continue to explore this topic.