Touch Screen Survey Brief

About 20 years ago, market research started to adopt computer-assisted methodologies to collect data from survey respondents. With the introduction of computer-assisted data collection methodologies, computer-assisted self-interviewing (CASI) and web surveys emerged. While web surveys work well for survey respondents being online, touch screen surveys are the methodology of choice in offline, on-site situations and for computer-assisted personal interviews (CAPI).

The trendy concept of computer input by touch

Why the success of touch technology? Reaching out and touching is natural, tempting and intuitive to everyone. Before human babies can talk they reach out and touch to explore and interact with their environment. One could say, humans are imprinted with the ability to touch objects of interest. A computer with touch screen interface is fast, direct, and precise.

Benefits of touch technology for market research

The simplicity and directness of touch technology makes it an ideal means to collect market research data more efficiently and to reduce costs. Studies have shown that respondents from all walks of life prefer the touch screen surveys over paper & pen, and phone data collection methodologies.

Speed of survey completion - Reports

Touch technology is today's fastest way to interact with a computer. Regardless if the survey is interview-assisted or self-completed - the questionnaire will be completed faster with a touch screen computer. Faster survey completion = better response rates.

Actionable information at your fingertips. The capacity of modern computer technology delivers engaging, interesting surveys. Reporting is automated; processes are streamlined and the workload is greatly reduced.

Attention drawing:

People are attracted to touch screen computers as they present an inviting environment and call for engagement. Translated into the market research world this means: Engaging, interesting surveys deliver more and better results quickly and conveniently.

Self-administered or interviewer-assisted:

Touch screen technology in combination with the Digivey Survey Suite excels in its ease of use, and yet comprises a truly sophisticated data collection and reporting tool with high standards.

Survey data quality and touch technology:

Precision. The directness of touch technology has a positive impact on the quality of data. It is very unlikely a respondent would touch the wrong answer button.

Studies have show that people answer more honestly about delicate questions like age and income to a touch screen computer.

Confidentiality and anonymity:

The respondents may remain anonymous or select to identify themselves at their discretion. Touch screen surveys are the only data collection methodology where the survey system does not require any type of respondent identification and leaves it at the discretion of the respondent or the study design if identification is desired.

Freshness of data:

Data is collected where the action is - at the point-of-sale, point-of-care, or point-of -experience for fresh responses before the memory of the experience fades away.

Security of touch computers:

Particularly when used with a survey package such as Digivey survey software, the security of the survey application is higher than with regular computers with mouse interface.

Touch Screen Survey Brief

The trendy concept of computer input by touch

Benefits of touch technology for market research

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