As smartphone (SMP) penetration and use steadily increases globally, SMPs are becoming more and more central to consumers’ lives and experiences. Selfies, videos shared on Snapchat or Instagram, hands-free typing, voice recordings shared via Whatsapp, etc. are becoming an integral part of the way we communicate.
The technologies embedded in our devices (such as speech-to-text, video and audio) have the potential to reshape the way researchers have traditionally asked open-ended questions. Obviously, open-ends have been a constant in survey-based research, since they allow us to collect more details, get in-depth answers to complex issues/questions, and often give us new insights, as they encourage self-expression for respondents.
We'll explore the interaction between these new technologies and our research needs:
- Are respondents even interested in using these new tools?
- Will they agree to experiment with these new technologies while taking surveys?
- Does one particularly appeal to consumers or are all of them more or less equivalent in the way they are perceived?
- Does changing the way we ask open-ends have an impact on the rest of the study?
Join us as these new research findings are revealed.