Meb Gafur, June 2016
Mobile is the most reliable method for surveying both emerging and developed markets since it:
On Device Research recently conducted “research on research” analysis of mobile surveys’ ability to gain representative data from across the world. In order to get a good geographic spread we analysed data from surveys in the UK, India, Malaysia and South Africa.
The results show across all markets that mobile is the optimum choice for multi-country market research studies due to its ability to reach a more representative spread of the population both in terms of reaching:
- Rural and urban consumers
- All Income bands
In India and Malaysia we also compared our own mobile collected brand tracking data to face-to-face, and found that mobile more closely correlated to the census/till receipt data. Thus reinforcing mobile’s ability to better deliver greater accuracy compared to traditional methodologies. ![alt text](http://mugshots-prod.s3.amazonaws.com/media/content/20160611081320_Multi%20Country%20ResearchB.png)
As mobile becomes the primary device for accessing the internet across the globe it is only tool that can be reliably used across both developed and emerging markets for multi-country studies.
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