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Cell phones: they can be used as video cameras, for shopping lists, as gaming platforms, to keep up with friends, as a news source, in place of a weather station…and…Oh right, they can also be used as telephones. Mobile devices are already ubiquitous. Many of us sleep with them beside us and the phantom notification of a text message is a hallucination nearly all of us have at one time experienced. Mobile devices have changed the way we live in a major way. More importantly for the market research industry, they are often the device used to complete our research surveys. At Insightrix, we’ve kept an eye how many respondents complete our surveys on a mobile device, and that number has been steadily increasing over the last few years. The change in how respondents are participating in research is especially important for the younger demographic where smartphone penetration is high and participation in surveys tend to be lower. Making surveys more mobile-friendly has become an imperative to make sure that we get participation from these key demographic groups. Size Matters Screen sizes vary considerably between mobile devices. For a survey researcher, this means that careful consideration must be given to making sure that the question and answer options display correctly for the respondent. The best practice is to detect the screen size and adjust the way the question displays accordingly. It is generally preferred to have the scrolling vertical-only while avoiding the horizontal scroll. This means that scale questions may have to be altered to become drop-downs, vertical sliders, or an open-ended response text box. And let’s face it, we’ve all probably had the misfortune of having to scroll and zoom into a non-mobile-optimized web page in order to click the link we wanted – resulting in significant frustration, and more often than not, an uncompleted survey. Similarly, usability is important for surveys as well. Give thought to how respondents will answer the survey questions. Most devices have a touch screen, so it’s best practice to make sure that the selections are finger-sized or otherwise easy to select. If they need to type a text answer, if possible, ensure that the question remains visible as they type. Size may also be an issue with regards to bandwidth. Although nearly all devices today support videos and pictures, it may take time for the media to download which can be a pain-point for the respondent. Also, including videos in a survey can cause the respondent to use a significant portion of their data plan. Be choosy. If including multimedia questions, warn participants before they get into the survey that there are large data requirements to participate. This could alter the decision in which mobile device the respondent may use. Streamline the Survey More often than not, respondents are reluctant to complete a long survey on a mobile device, which can result in a high drop-off rate and difficulty getting the participation needed. To make your survey more mobile-friendly, be prepared to take a serious look at what issues are most important to include on the survey – and which can be cut. There are many important components to making sure that respondents have a positive survey experience. Because it’s difficult to type lengthy answers using a mobile device, keep the number of open-ends to a minimum. Tighten up the wording as much as possible for both the questions and answer options. Consider the question style. See if there is anything you can do to simplify it. For example, it may be enough to ask a respondent to choose one item from a short pick list, rather than rate each item on a scale. At times it may be better to allow the respondent to provide the answer in text format, rather than choose from a drop-down list. Endeavor to modernize the look of the survey as well as the questions themselves – extra nice-to-haves like unnecessary introductory sentences, logos, or footers should be eliminated for an improved respondent experience. If your research absolutely requires a long survey, consider the option of a split sample approach. You can use an abridged list of questions for those completing on a mobile device while sending those on desktops through the longer survey or send all respondents through one of two optimized versions. Take advantage of the methodology Researchers may need to give up on some things, like certain question styles, multimedia elements and lengthy or comprehensive questions to make sure that the survey experience is mobile friendly. But that doesn’t mean that catering to respondents completing surveys on their mobile device is necessarily a net-negative for the depth or breadth of data quality. In fact, the methodology also has a lot of positives that can be advantageous to market researchers. Because mobile devices are often with us out-of-home, it provides the opportunity for researchers to get top-of-mind insights, wherever the respondent happens to be. This can be especially fruitful when using SMS survey invitations. Nearly all mobile devices are equipped with a camera and microphone, which means that using video recording, audio recording and picture capabilities can be used to gain insight that would be difficult or impossible using other methodologies. Integrating survey research into the respondents’ lives by allowing them to use the device that’s most natural for them makes for a positive experience. We hope that this will lead to increased participation in market research in the long run – whether that participation takes place on the telephone, desktop computer, mobile device, or whatever new technology the future will bring.   hbspt.forms.create({ portalId: '374811', formId: '05fef899-65c7-408e-9c1d-d9e972faf0c7' }); [/fullwidth]...
 

Insightrix Research is proud to announce that it has been chosen as one of three preferred market research suppliers for the Northern Alberta Institute of Technology (NAIT). The decision comes after an extensive review process. Since opening its doors in 2001, Insightrix Research has been at the forefront of research in the post-secondary sector. Insightrix is very excited to assist NAIT in reaching its vision to be the most relevant and responsive post-secondary institution in Canada and one of the world’s leading polytechnics....
 

Corrin Harper, CEO and President of Insightrix Research Inc., has been named as one of Canada's Top Female Entrepreneurs as part of the 2014 W100 ranking, produced by PROFIT and Chatelaine. Ranking Canada’s Top Female Entrepreneurs on a composite score based on the size, growth rate and profitability of their businesses, the W100 profiles the country’s most successful female business owners. Published in the October issue of Canadian Business, the November issue of Chatelaine and online at PROFITguide.com and chatelaine.com, the W100 is Canada’s largest annual celebration of entrepreneurial achievement by women. “This year's W100 represent the absolute best of Canada's business community,” said James Cowan, Editor-in-chief of Canadian Business and PROFIT. “Female entrepreneurs are too often stereotyped as 'mompreneurs' pursuing part-time hobby businesses. But the W100 demonstrate just how vital they are to driving innovation and growth in the Canadian economy.” About Insightrix Founded in 2001, Insightrix Research Inc. is a full-service market research firm that works with clients to meet their research needs. From its office in Saskatoon, SK, Canada and Horsham, VIC, Australia, Insightrix offers a comprehensive range of innovative research services. About PROFIT and PROFITguide.com PROFIT: Your Guide to Business Success is Canada’s preeminent media brand dedicated to the management issues and opportunities facing small and mid-sized businesses. For 32 years, Canadian entrepreneurs across a vast array of economic sectors have remained loyal to PROFIT because it’s a timely and reliable source of actionable information that helps them achieve business success and get the recognition they deserve for generating positive economic and social change. PROFIT appears inside every issue of Canadian Business and is online at PROFITguide.com. About Canadian Business Founded in 1928, Canadian Business is the longest-serving, best-selling and most-trusted business publication in the country. With a readership of more than 750,000, it is the country's premier media brand for executives and senior business leaders. It fuels the success of Canada's business elite with a focus on the things that matter most: leadership, innovation, business strategy and management tactics. Canadian Business provides concrete examples of business achievement, thought-provoking analysis and compelling storytelling, all in an elegant package with bold graphics and great photography. Canadian Business—what leadership looks like. About Chatelaine The country's leading women's media brand, Chatelaine makes "Everyday Extraordinary" for Canadian women and has been doing so for more than 85 years. Today, Chatelaine is a six-platform brand: available on television, radio, tablet and smartphone, plus in print and online. Chatelaine has a lively presence on social media sites, and Chatelaine.com is Canada's most engaged digital community for women 18+. With a team of "extraordinary" experts, Chatelaine brings together the very best of food (from The Chatelaine Kitchen powered by GE Café), style, decor, health and real life for women who want to look good, do good, feel great and make every day a little bit special. Chatelaine also has a line of retail products. Chatelaine is owned and operated by Rogers Media Inc., a division of Rogers Communications....
 

A new telephone poll conducted by Insightrix Research in partnership with CJOB Radio and Global TV shows Judy Wasylycia-Leis currently leads the mayoralty race in Winnipeg. Fully 38% of decided voters say they would cast their ballot for Judy Wasylycia-Leis, well ahead of Brian Bowman (24%) and Gord Steeves (20%). The remaining mayoralty candidates each earn voter intention percentages in the single digits. Support for Judy Wasylycia-Leis is higher among females and those over the age of 35, while Brian Bowman tends to have greater support among males. However, most telling is that 34% of Winnipeg residents who say they plan to vote in the upcoming civic election are uncertain as to who they will vote for. With this level of undecided voters, results on election day could vary significantly from this relatively early poll in the election campaign, creating a potential three-way race among the front-runners. The poll also asked Winnipeg residents what they believe is the number one issue facing the city. Resoundingly, addressing infrastructure issues is noted by one half of the city’s residents (49%). Crime and policing, the second most frequently mentioned key issue, are noted by only 8% of residents. Turning to education, roughly equal proportions believe that Winnipeg residents spend too much in school taxes (37%) or about the right amount (38%). Fully 8% feel residents pay too little in school taxes and 17% are uncertain. When presented with four different issues facing Winnipeg schools, approximately equal proportions of residents believe that the most important items to address are proper focus on reading, writing, and arithmetic (34%) and teachers advancing students to the next grade even though they may not be ready to do so (28%). A total of 14% believe bullying is the most important issue facing schools, while 11% say it is teachers spending too much time with problem kids at the expense of the rest of the class. Another 13% are uncertain. Research Details A total of 799 randomly selected Winnipeg residents participated in the telephone research study between August 20th and September 4th, 2014. The margin of error is equal to +/-3.5 percentage points, 19 times out of 20. About Insightrix Founded in 2001, Insightrix Research Inc. is a full-service market research firm that helps clients develop, administer, and manage data collection and information strategies. From its office in Saskatoon, Insightrix offers a comprehensive range of research services. For more information, please contact Lang McGilp, Senior Research Executive Insightrix Research Inc. Tel: 306.657.5640 ext. 229 Cell: 306.290.9599 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com...