Quick guide to SMS mobile research
Data collection techniques
- 100% SMS based (text messaging)
- SMS invite containing URL link to a WAP survey
- Participants must not incur any unexpected costs for completing a survey. We recommend ‘free to respond’ SMS or appropriately incentivised WAP
- If you need images you will need to go WAP
Is your survey appropriate for Mobile?
- What is the subject matter?
- The topic must be relevant, motivating and engaging
- Response rates are typically between 2% (client sample) and 20% (mobile panel) depending on the subject matter
Questionnaire guidelines
- Survey needs to be kept short & simple
- SMS messages are limited to 160 characters including spaces and returns – within which you need to fi t the question & instructions on how to answer
- Open questions can be asked but no closed grid questions
- Pre coded lists should be kept to a maximum of 10 options
Pros and Cons of Mobile Research
For more top tips contact Louise Murphy: louise.murphy@bmrb.co.uk
