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Mobile Marketing

Best Practices in Mobile Research

Alex Walz  //  January 21, 2015  //  3 min read

The Apptentive Guide to Mobile Research Best Practices

The following is Part 3 of our three-part guide on mobile research and in-app surveys.

Before you set out to work on creating your own mobile research instruments, we wanted to provide a few best practices that we’ve discovered with the help of our customers. These are proven tips for creating effective mobile surveys optimized for response rates, customer experience, and the collection of actionable insights.

Best Practices: Survey Design

When designing your mobile research instrument, do:

  • Design with mobile in mind
  • Keep questions brief and concise
  • Allow customers to opt out at any time
  • Aim to address your research objective with as few questions as possible
  • Limit the number of options for multiple choices
  • Break the questions up so that only one or two appear at a time
  • Provide an ‘Other’ field with a textbox for fill-in answers to your multiple choice questions if you suspect that some respondents may have answers you had not previously considered
  • Add an option for ‘Don’t Know’ or ‘Not Applicable’ for questions that some respondents may not be able to answer
  • Pre-test your survey internally to identify any weaknesses and ambiguity

And don’t:

  • Create overlap in multiple choice responses. All responses should be mutually exclusive
  • Present rating scales with large matrices of options or questions ones that require scrolling on a mobile screen
  • Create vague responses that are open to the interpretation of the respondent (i.e.: If asking about use frequency, give tangible options like ‘twice a week’ and ‘once a month’ rather than ‘often’ or ‘rarely’
  • Frame questions in a way that leads the respondent or creates bias (i.e.: “Why do you like this app?”)
  • Request personal information at the start of the survey as this may lead to lower response rates. If you need this information, make the questions optional and move them to the end of the survey

Apptentive customer communication

Best Practices: Survey Integration

For best results integrating your research instrument within your app, we recommend you:

  • Use an in-app survey rather than directing mobile customers to a web survey so as to not detract from the customer experience. If you are using a web survey, be upfront about asking customers to leave the app for an external link.
  • Use event-based targeting that isn’t intrusive. Don’t immediately ask new users to take a survey, and only ask customers to take your survey once rather than asking each time they load an event.
  • Integrate the survey with your existing customer analytics to allow you to target the responses against your audience segmentation to uncover trends based on loyalty, device, etc., without having to ask customers to fill out additional questions.

We hope this guide helped, and we wish you all the best in your mobile research endeavors! Of course, this list contains just a few of our favorite tips. Please help us grow this list by letting us know in the comments below what tips worked best for you and what you’d add to the list.

Want more best practices and help thinking about your in-app surveys? Sign up for an enterprise plan for unlimited access to our dedicated customer success and support teams. We’ll work with you to create a plan specifically for your mobile app and research needs.

Revisit the highlights of this three-part guide on Slideshare:


About Alex Walz

Apptentive's resident wordsmith, Alex can frequently be found cranking away at eBooks or scrawling down ideas late into the night from a local coffee shop. He's an avid traveler, coffee connoisseur, and tech enthusiast, and he shares his thoughts on each over Twitter.
View all posts by Alex Walz >

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