With mobile internet outpacing desktop internet at eight times the adoption rate, Vision Critical shares how to optimize mobile data collection in a presentation at the ESOMAR conference in Chicago.

New York, October 28, 2009 – Today Vision Critical® presented best practices for mobile research at the ESOMAR Online Research Conference in Chicago. The practices are based on findings from a new three-country mobile research study that reveals exciting potential for multi-mode surveys of the future.

The study compared mobile data collection and online data collection in the United States, Canada and United Kingdom and found that when mobile questionnaires are managed properly, respondents will answer in a similar fashion to those who respond using the traditional desktop experience. The findings leave the door wide open for multi-mode surveys – with benefits that include increased response rates and the ability to conduct immediate onsite research.

Mobile internet usage is outpacing desktop internet usage at eight times the adoption rate. According to a recent Nielsen survey, nearly 57 million people accessed the web on their mobile devices in July 2009. In the U.S., mobile internet users increased by 74% between February 2007 and February 2009.

“Internet usage on mobile devices is only going to increase,” says Chris Ferneyhough, Vision Critical’s Senior Vice President of Technology Research. “And it’s very important that marketers who send out online questionnaires get on the mobile survey train.”

Chris Ferneyhough will be joined by Sonia Bishop, Director of National Panels, in presenting the “Best Practices in Mobile Data Collection” research findings at the ESOMAR Online Research Conference in Chicago on October 28.

Best practices for mobile questionnaires include:

• Minimizing the survey skin to maximize the screen size/space
• Profiling your panel for smartphones – including the phone model and panelists’ willingness to complete mobile surveys
• Designing the questionnaire based on the question types supported