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Publication

Towards device agnostic survey design: challenges and opportunities for Understanding Society

Publication type

Conference Paper

Series

Understanding Society Scientific Conference 2015, 21-23 July 2015, University of Essex, Colchester, UK

Authors

Publication date

July 21, 2015

Summary

Eighteen percent of respondents completing Understanding Society Innovation Panel Wave 7 (IP7) online used a tablet device – double the proportion at the previous wave. This reflects evidence from other major UK social surveys which have adopted online data collection, such as the Community Life Survey and National Child Development Survey. And this proportion will only increase as tablet ownership grows. Broader trends in market research show growing demand for mobile completion, with around half of new panellists to the Lightspeed UK Access Panel signing up on a smartphone or tablet. Smartphone use is particularly common among younger people; according to recent Ofcom data, nine in ten 16-24 year olds own a smartphone, and spend an average of over three hours a day using these devices. This paper will draw on paradata from a range of surveys, including IP7, to show how device choice varies by socio-demographic variables, and may impact on survey behaviour. Drawing on latest thinking in commercial research, we outline important design considerations to support mobile completion, including survey length and question format, and highlight movement towards ‘device agnosticism’ in survey design. Results from qualitative usability testing will allow us to vividly illustrate the feasibility of – and challenges associated with – completing Understanding Society on mobile devices. With Understanding Society potentially becoming mixed-mode, there is a need to better understand the ways that people want to complete surveys online, how device choice can impact on respondent behaviour, the design challenges to overcome, and measurement opportunities offered by mobile devices.

Subjects

Link

Cid:523179

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