Question 1

What situations call for location-triggered mobile surveys?

Accepted Answer

Location-triggered mobile surveys--those that send a questionnaire to someone's phone when they enter or exit a specific place--are ideal when you need in-the-moment feedback tied to a location. For example, to get feedback on a retail store visit or an event experience, you can geofence the venue and push a survey as soon as someone leaves, while the memory is fresh. The general rule is to deploy these when timing is critical--if you waited even a day, details would fade or responses might be less accurate. Just ensure participants have opted in to location tracking and are likely to notice the survey on their phone at that moment. In the right scenario, a location-triggered prompt yields high-quality, immediate data that would be hard to capture after the fact.

Question 2

What safeguards address consent, storage, and biometric data minimization?

Accepted Answer

Safeguards for biometric data focus on explicit consent, secure storage, and strict data minimization practices. This means getting clear permission from participants for any biometric collection (often via an opt-in or separate consent form) and only capturing what's necessary. Organizations then must store biometric data encrypted and restrict access, and ideally convert raw identifiers (like fingerprints or facial images) into anonymized formats or delete them once analyzed. By minimizing the data kept and defining retention limits, alongside frequent audits for compliance, companies ensure they're respecting privacy at every step from collection to storage and eventual deletion. Many privacy regulations (like GDPR) classify biometrics as highly sensitive, so compliance audits and clear documentation of how consent is obtained and data is handled are critical safeguards as well.

Question 3

How do I design unobtrusive mobile tasks that fit everyday life?

Accepted Answer

The key to designing unobtrusive mobile tasks is to make them seamless and brief, fitting into participants' daily routines so naturally that they hardly feel like extra work. For example, instead of a long questionnaire, use micro-surveys or one-question prompts triggered at relevant moments — asking for a quick photo or comment right after a product purchase, for instance, when the experience is fresh in mind. Tasks should be fully mobile-optimized and flexible on timing, allowing people to respond when convenient, and use phone capabilities (like notifications or location triggers) sparingly and only when context makes it helpful. By keeping interactions short, context-aware, and user-friendly, you ensure the research fits into everyday life and yields authentic insights without burdening participants.

Question 4

When should facial coding complement survey-reported emotion or verbatims?

Accepted Answer

Use facial coding in addition to surveys when you need to capture genuine emotional reactions that people might not fully express in words or might even be unaware of. Survey-reported emotion (or what someone writes in an open-ended verbatim) can be limited by self-awareness and honesty--people may not articulate everything they feel, or they may downplay negative reactions. Facial coding technology analyzes micro-expressions and subtle cues on a respondent's face (often via video) to gauge their real-time emotional response to stimuli like an ad, a product, or messaging. For example, if you're testing a new commercial, participants might say they found it interesting, but facial coding could reveal moments of confusion or surprise that the survey feedback didn't mention. It's especially useful in situations where gut reactions matter, such as entertainment, packaging design, or any experience meant to evoke emotion. The facial data can validate or enrich what people report by showing whether their expressions align with their stated feelings. In short, bring in facial coding when understanding subconscious or split-second emotional responses would improve your insights--often as a complement to verbatim comments and rating scales to give a fuller picture of how your audience truly reacts.

Question 5

Do mobile-first surveys distort concept screening results for desktop products?

Accepted Answer

Mobile-first surveys can introduce subtle bias when evaluating concepts for desktop products, so researchers take care to mitigate any distortion. If respondents view a desktop software concept on a small phone screen, they might not grasp the full interface or usage context, possibly underrating the idea. To counter this, concept tests may include responsive design elements — ensuring images and descriptions convey the concept clearly on mobile — or even instruct a subset of participants to take the survey on desktop for comparison. The key is to validate that mobile formatting isn't skewing results: often the findings from mobile-first surveys align with desktop feedback if questions are well-crafted, but doing a cross-check on the intended platform (desktop) confirms the concept's true potential.

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Market Research FAQs with Expert Insights

What situations call for location-triggered mobile surveys?

What safeguards address consent, storage, and biometric data minimization?

How do I design unobtrusive mobile tasks that fit everyday life?

When should facial coding complement survey-reported emotion or verbatims?

Do mobile-first surveys distort concept screening results for desktop products?