Carol Haney is vice president for group product management at Toluna Group Ltd., an online community and survey provider.
Wireless surveys are designed to fit into the brief cracks in people’s lives, the moments that open up as they wait for a plane, commute to work on a train or stand in a line in a grocery store. The portability of the mobile device affords opportunities that never existed using landline telephone research or desktop-based online research, as we can now engage with respondents in the moment via their mobile devices, providing immediate feedback that is closer to consumers as they make a decision to make a purchase, consume a product or experience an advertisement.