Marketers spend over $13 billion globally on on-line surveys. While more consumers are using their smartphones to respond, an increasing number of them drop out of those surveys, because they’re not optimized for mobile devices. In fact, survey drop outs are 20% higher on smartphones than on PCs
The ARF’s Original Research on Mobile Research Quality demonstrated that using emojis or numbers in place of semantic text scales reduces those drop outs by 50% versus industry norms. The result: consumers enjoy the experience more, and the data quality is parity with traditional text responses.
The research also surfaced some cautions:
- Emojis don’t work in every situation.
- A smiley face scale is out of place when asking people their attitude about socially sensitive topics.
- Some emojis communicate different emotions to different people, which can add response bias to your data.
So while there’s potential in emojis, choose your