Reasons for using tablets in opinion polls

14.04.2015

Tablets are ideal tools for conducting surveys in public places. Since these devices are light, small, portable and easy to use, they can replace traditional paper-based surveys.

Surveys with tablets may be a cheaper and faster alternative to the traditional interviewing method, using paper and pen. Electronic data collection saves money, obtains results more quickly, and enables faster business decisions. For many companies, these may be the main benefits of tablet surveys. However, there are some additional benefits tablets can provide. We have studied several tablet research customer cases and have identified three more key benefits.

1. Higher answering rates

Based on our experience, tablet surveys help you get more replies. Surveys can be attractive for respondents when they contain innovative questioning methods that make use of the tablet’s capabilities, rather than traditional answering methods like a list-form, multiple choice or open text. Multiple choice  options could ask the respondent to choose an animated picture or drag and drop their selection into a virtual basket (for example). For many people, answering by tablet can be even easier when compared with  writing with a pen or typing on a computer. One good example of this is how some people tend to provide more responses when answering is very easy. Of course, surveys need to be developed specifically for tablets, taking into account practical issues such as large fingers instead of a more precise mouse.

2. Automatic metadata collection

It is very easy to conduct both simple and complex surveys on tablets. In addition, tablet surveys allow the automatic collection of metadata (e.g.  Time of day, geographical location and how long respondents take to answer). We have also added a facial recognition feature that can collect information and attempt to identify the respondent’s age and gender.

3. Easy to manage and change

Due to their portability, tablets are easy to put  in public locations and in front of respondents. Sometimes people physically hand the tablet over; in other situations, it may be easier to mount the tablet on a stand, a wall, or a desk. In either case, surveys and tablets can be managed remotely. When you control and change your surveys remotely, and lock down your tablets, you can easily manage your surveys, schedule new content, maintain up-to-date results, monitor the current tablet status, and take immediate action if faults develop.

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