Organizations such as the World Bank and the World Food Programme have been ahead of the curve, testing how different mobile methodologies compare to traditional F2F methods, or providing respondents recruited in-person with mobile phones for follow up studies. Others have used remote methodologies when in-person data collection was inadvisable, such as during the 2014-2015 West African Ebola outbreak, but have primarily relied on in-person methodologies where possible.

As the COVID-19 outbreak continues it is clear that for researchers, coronavirus may represent a tipping point in the adoption of remote research methods. Even with precautions in place, face-to-face interactions put both interviewers and respondents at higher risk of contracting a devastating virus, and yet there is a pressing need for data on both COVID-19 itself and the impact it will have across countries and sectors. The question has become not if researchers will need to transition to remote-based methodologies, but how we as a research community can make the most of this unanticipated shift to remote data collection.

Mobile-Based Research in Emerging Regions: Where We are Now

When GeoPoll began offering surveys via 2-way SMS in 2012, we encountered obstacles surrounding not only the buildout of our platform, but also a resistance to the idea that reliable, valid research could be conducted through remote surveys administered through mobile phones. Entering the industry as a mobile technology company, we did not recognize all the nuances and biases of gathering data through methodologies which had not yet been tested at scale.

We overcame questions surrounding the representativeness and quality of data collected through mobile by implementing strict quality control systems and running research experiments that expanded our knowledge of the strengths and weaknesses of various mobile modes. One study we conducted found that select-all-that-apply style questions have a lower number of responses in SMS than forced-choice questions, while another found that drop-off rates increase for SMS questionnaires as they get longer.

Studies by other organizations have examined response and completion rates, and the sample skew of various modes. Research on mobile samples has found that mobile phone owners tend to be more educated than general populations, and that the population reached varies depending on the mode uses. Studies have also looked at how to improve SMS opt-in rates, finding that higher incentives don’t lead to higher response rates, but that sending reminders can improve the participation of older and less educated respondents. The World Food Programme has shown that mobile surveys can accurately demonstrate food security trends at a lower cost than face-to-face interviews, and The World Bank has conducted various studies during health crisis or conflict which demonstrate the usefulness of mobile surveys especially during rapid-response situations.

The Future of Mobile-Based Research in Emerging Region

Although mobile-based research in countries in Africa, Asia, and Latin America has increased in the past few years, it has often supplemented in-person research. For fully-mobile studies such as those being conducted during COVID-19, Computer Assisted Telephone Interviewing, live voice calls conducted from a call center or remotely, has emerged as a favored mode as it allows for longer interviews than SMS, is interviewer-administered, and can reach illiterate populations.

While limited research is available that directly compares results from CATI studies to face-to-face research, studies have found CATI to have higher response rates than other mobile modes, and that CATI is better at reaching older populations than SMS or IVR, an automated voice-call method. During COVID-19, CATI is being used by multiple academic and governmental groups who are looking to balance the need for remote data collection with research requirements. GeoPoll itself has seen a huge increase in demand for CATI surveys, resulting in the completion of nearly 100,000 CATI interviews in the month of July alone.

In research, there is often a fear of the unknown, but the benefits of remote data collection – namely the relative speed, wide reach, and relatively low cost – often outweigh the methodological challenges. During a time when in-person research is impossible, researchers have the ability to test these methods at scale so they can be used not only during times of crisis, but incorporated as part of a viable research approach in all projects. Research is ever-evolving, and at a moment when many are being forced to experiment with new methods, we have the opportunity to document learnings that will benefit the industry even after the pandemic has subsided.

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In such a crisis, the challenges that response and relief teams face cannot be overstated. Accessing the victims and assessing immediate needs is critical, but this can be an arduous task when areas are difficult to reach, as was the case with Mozambique when Cyclone Idai – and Cyclone Kenneth soon afterward – landed to great destruction.

After Cyclone Idai, data was required to help guide the humanitarian response. But, with challenges accessing affected areas, there was a need for a way to gather data both quickly and remotely. Leveraging our existing respondent database in Mozambique and mobile survey platform, GeoPoll deployed a series of remote SMS-based surveys to the regions hardest hit by the Cyclone in Mozambique. Data gathered included information on infrastructure damages, food security, and the aid needed most by the communities.

Due to the fast nature of SMS surveys, we were able to pass on this invaluable on-the-ground information to humanitarian organizations in real-time, enabling them to offer the humanitarian and health assistance needed.

Collecting Data During Disease Outbreaks

The Mozambique case is just one example of how data can be collected immediately and remotely following various humanitarian crises. Another use case is during infectious disease outbreaks when it is not safe or feasible for workers to collect data in-person.

During various outbreaks of Ebola between 2014 and 2019, GeoPoll conducted several SMS and CATI surveys in the worst-hit parts of Liberia, Sierra Leone, Guinea, and the DRC to measure its impacts on the livelihoods of people and indicators such as food insecurity.

Currently, GeoPoll is running a series of research surveys to assess the impact of the ongoing coronavirus pandemic in several countries in sub-Saharan Africa. This freely available data is helping policymakers, international development organizations and brands make better decisions to reduce the spread and effect of the virus.

Data on Conflicts and Violent Extremism

Conflict is another humanitarian issue affecting many regions of the world from time to time. During a conflict, on-the-ground data is imperative for humanitarian aid groups and governments looking to measure the severity of the crisis and aid those in need. For instance, in April 2018, GeoPoll deployed our remote mobile data collection tool to collect vital information on food insecurity, levels of displacement, relief needs, and individual opinions from respondents in the war-ridden Ituri province of the Democratic Republic of the Congo.

The data collected helped focus humanitarian aid efforts on protecting civilians from the side effects of war.

Data for humanitarian development and relief

Research points out the realities of broader populations. In times where it is otherwise impossible to get information from people on the ground, remote data collection can play a pivotal role in capturing the sentiment and realities in hard-to-reach areas. Over the years, GeoPoll has developed unique remote research systems, a large respondent database, and the experience to be able to assist essential humanitarian interventions through the provision of fast, reliable information in any circumstance.

We have worked with several international development groups and governments on a myriad of topics, including humanitarian aid, education and employment, monitoring and evaluation, food security, health, combatting violent extremism, governance, resilience, energy and climate, and financial inclusion among others. For more information and capabilities, please contact us here.

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In-person research is one of the oldest methods of data collection and remains popular today despite the high costs often associated with this methodology. Face-to-face methodologies are still used regularly in emerging regions such as those in Africa, Asia, and Latin America, where researchers looking to reach lower socioeconomic classes often turn to in-person interviewers.

However, the coronavirus outbreak has made in-person research impossible in many countries due to travel restrictions and lockdowns, and inadvisable in other regions due to the health risks associated with interviewers traveling door-to-door. In order to keep interviewers and their subjects safe, researchers must quickly find alternative ways to collect data, especially when that data can provide vital information on food availability, healthcare-seeking behaviors, and consumer perceptions.

Best Practices for Remote Data Collection

At GeoPoll we have been conducting research in emerging regions through remote, mobile-based methodologies since our launch in 2014. Our expertise in collecting data through modes including SMS, mobile web, and Computer-Assisted Telephone Interviewing (CATI) enables us to assist those looking to transition in-person projects to remote modes. Below are some of our tips for adapting in-person studies to remote methodologies:

Assess available research modes: Remote research modes that are commonly used in emerging regions include 2-way SMS, CATI voice calls, IVR calls, mobile web links, and mobile applications. While CATI call centers may not be able to continue to operate out of a central location in all countries, providers such as GeoPoll are already working on systems to allow interviewers to conduct calls from their own homes.

Consider the population you are reaching: While in-person modes can reach all socioeconomic classes, increased mobile penetration around the globe allows for remote research to be conducted. When looking to reach lower socioeconomic classes, voice call interviews conducted through CATI will provide the closest comparison to in-person research as they can reach illiterate populations. IVR may also be utilized, but often has low response rates and high costs.

Use a reputable sample provider: Unless you are reaching your own list of respondents, you will need to use a reputable sample provider to gather a representative sample. Firms including GeoPoll have pre-stratified databases of mobile respondents in many markets. We have also seen success using Random Digit Dialing methods in certain countries.

Adjust your survey design: Surveys designed for face-to-face administration will need to be adjusted for a remote methodology. SMS surveys must be designed with several factors in mind including character limits and overall questionnaire length, and mobile web questionnaires should also be on the short side to minimize drop-off rates. CATI surveys can be slightly longer, but researchers should still take length and survey structure into consideration.

Compensate respondents: As with in-person research, respondents should be compensated for their time. If messages are not zero-rated, researchers should also take into consideration the data costs associated with responding to a survey. GeoPoll has found that incentive amounts of $0.50 to $1.00 are sufficient in most markets, and can deposit incentives immediately upon survey completion through several methods including airtime and mobile money.

Work with a partner experienced in remote data collection: When administered with care, remote methodologies can collect data that is of equal quality to in-person research. However, to get the best results you should work with a research organization that has experience in best practices around study design, research modes, and sampling techniques for a remote study.

Conduct Remote Research with GeoPoll

GeoPoll’s team are experts in remote data collection methodologies and can help you transition in-person studies to remote, mobile-based methodologies quickly and effectively. To speak to a member of our team about your project, please contact us today.

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Collecting data–individual pieces of information that are compiled into insights on everything from employment to brand preference–is a vital part of any organization’s operations. Marketers use data to better understand consumer habits and purchasing trends, media organizations use ratings data to understand their reach and audience profiles, and governments and NGOs use household data in order to gauge the effectiveness of their programs, and assess needs in specific areas.

It’s no question that data is valuable, but actually gathering the data required to provide insights and make data-driven decisions can be a challenge in many areas of the world. In countries such as South Africa, Nigeria, and Kenya, informal trade accounts for a large percentage of purchases, meaning brands do not get the type of in-depth purchase data that they would from established supermarkets and stores in developed countries. Household-level data is also not readily available. In both of these cases, companies and organizations looking to get this data often have to collect it themselves, through surveys, focus groups, and other primary data collection methods.

Face-to-face data collection history

Historically, to gather primary data in less developed regions such as Africa, researchers would have to engage on-the-ground enumerators to go house to house, finding respondents willing to take a survey and noting responses down on either paper forms or with a digital device used to capture responses. This system is inefficient for several reasons: It is time-consuming to recruit and train trusted enumerators, once started, data collection can take weeks due to the slow pace of going door to door in areas where houses may be spread out, and data is at risk of being lost or falsified by enumerators. In addition, the lengthy process makes this type of data collection expensive.

Remote, mobile survey data collection

Remote data collection has now emerged as a viable alternative, thanks to the increasing prevalence of the mobile phone in emerging economies. Remote data collection has been utilized in developed countries through landline telephones for many years, but the lack of landline infrastructure in many countries prevented it from taking off in regions such as Africa and Latin America. However, in the past 5 years mobile connectivity has Xed in markets such as Kenya, where X are estimated to now have access to a mobile phone, and South Africa, which has an X% mobile penetration rate. The higher percentage of households who have at least one mobile phone through which they can receive text messages and voice calls, some of which also have mobile internet connections, has made remote data collection a possibility in regions where in-person data collection has long been the norm.

Some of the advantages of remote data collection include:

• Speed: Remote data collection through respondents’ own mobile devices can be administered very quickly, allowing brands to react to current events and development organizations to gather vital information following a crisis. GeoPoll can help design a questionnaire or research project and deploy it within days, and once data collection begins results come back in near real-time. 
• Cost: Though cost varies depending on the remote mode you use to collect data, gathering data remotely is less expensive than in-person data collection, as it does not require in-person enumerators to travel to multiple locations.
• Reach: One of the greatest advantages of collecting data remotely is the volume that can be collected within a short time frame. By sending surveys through a partner such as GeoPoll, which is directly integrated with mobile network operators around the world and can handle large messaging volumes, you can gather thousands of survey responses quickly. Data can be collected from a variety of locations at once, so you can gather data from both urban and rural areas, specific locations, and even multiple countries at the same time.

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MDD-W is an important indicator used to determine whether women between the ages of 15-49 are consuming adequate levels of micronutrients. From October 2016 – April 2017, GeoPoll conducted five rounds of SMS surveys on MDD-W. To read more about the collaboration between GeoPoll and mVAM in Malawi, be sure to check out mVAM’s latest blog post: “Trial and Error: How we found a way to monitor nutrition through SMS in Malawi.”

 (Image courtesy)

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In August of 2014, as the Ebola outbreak in West Africa was spreading, the WFP once again partnered with GeoPoll to conduct food security surveys in Ebola-affected countries of Sierra Leone, Liberia, and Guinea. Ebola is likely to have long-term effects on food security, and mobile surveys allow WFP to quickly collect vital data on food prices, wages, and more.SolutionWFP and GeoPoll will send mobile surveys in Sierra Leone, Liberia, and Guinea over three months: September, October, and November 2014, to gather common indicators of food security, plus data on food prices and wages. GeoPoll and the WFP have worked together to adapt the reduced Coping Strategies Index (rCSI) for the mobile phone, and in previous studies have found no significant difference in rCSI results collected through mobile surveys vs. face-to-face surveys.ResultsThe first round of data released is from Sierra Leone, and indicates that food security in the Ebola-epicenters of Kailahun and Kenema has declined since the outbreak began. People living in these areas are using “severe” food coping strategies more frequently than those in the surrounding areas, meaning they are restricting meal size and buying less expensive foods than they normally would. The Sierra Leone surveys, conducted by text message, also found that casual wages in the east of Sierra Leone have dropped, likely contributing to the poor food security situation.

Food prices in the east of Sierra Leone are not showing major differences from prices in other regions of Sierra Leone, however WFP will continue to monitor price trends as surveys continue.Key Points

• WFP And GeoPoll Adapted Key Food Security Surveys For The Mobile Phone.
• Currently Monitoring Food Security, Food Prices, And Wages In Ebola-Affected Areas In Sierra Leone, Liberia, Guinea.
• Initial Results Found That Ebola-Epicenters In Sierra Leone Are Worse Off In Terms Of Food Security Than Surrounding Areas.

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