Market Research Firm Decipher Continues Research on Mobile Survey Taking Behavio rs Another round of primary research highlights

the evolution of the mobile respond ent and provides updated best practices for mobile outreach in new white paper. Fresno, CA, February 14, 2014 -- Decipher, a comprehensive market research servi ces firm, has released another round of research on mobile survey-taking behavio rs with an update to the 2013 whitepaper, Participation of mobile users in online surveys. Like the initial rounds of research over the last two years, the paper explores the ever-changing landscape of respondents when completing online surve ys from a mobile device. The newest round of research utilizes data from hundred s of independent surveys across Decipher client projects, representing anywhere from 1.5 to 5 million respondents per month. We have no doubt that mobile is a game changer for our industry, and that's why we've put so much effort into studying its effects on respondent engagement and data quality. This research guides and informs our development of new research design methods that will allow clients to effectively use this powerful medium, said Kr istin Luck, President & CMO of Decipher. This latest round of research will conti nue to advise our clients, as well as our internal teams, on how to best reach t he growing population of mobile respondents. Key findings from the research showed that trends from previous studies are cont inuing.sSome core findings included: Survey starts on smartphones and tablets rise (up ~15 percent since 2012); start s on desktop computers decline (down ~15 percent since 2012). As screen size decreases, so do completion rates: 76 percent desktop; 70 percent tablet; 59 percent mobile phone. Surveys designed with mobile users in mind can nearly eliminate these differences. List source (panel samples versus client-supplied lists) has a significant impac t on device preferences: one-third of survey starts for client list-based studie s came from mobile devices, while in panels it was only 10 percent. The paper goes on to provide specific examples and best practices for mobile sur vey design, based on the research. Dropout triggers that were found during the r esearch are identified and optimization methods for mobile survey-takers are cov ered in detail. Cross-industry examples are also explored as other verticals fin d ways to convey information in mobile-friendly ways. Luck continued, Our study demonstrates that the prevalence of mobile users is for cing the research industry to take a hard look at survey design and make some dr amatic changes: cut survey clutter, simplify text, enhance survey usability by t aking advantage of platform differences, and make surveys shorter. Ultimately, c ollecting effectively and efficiently from multiple sources, including mobile, w ill result in more actionable data. The new paper can be viewed in its entirety at www.decipherinc.com/n/uploads/ima ges/pages/Decipher_Mobile_Research_White_Paper_Update.pdf. About Decipher: A marketing research services provider, Decipher specializes in online survey pr ogramming, sampling, data collection and data reporting. Utilizing proprietary W eb-based applications, Decipher integrates state-of-the-art technology with trad itional research techniques. Decipher is all about uncovering opportunities in w hatever territory is explored with clients. As a true partner, Decipher isn't inte rested in just data, but also about what that data represents for each client. T he company focuses on technology and research systems that bring data to life, a

nd in doing so, helps reveal how even seemingly small discoveries can yield mean ingful insights. http://www.decipherinc.com @deciphertweets Facebook.com/decipherinc Contact: Marie Melsheimer Decipher Inc FRESNO, CA 541-815-3951 marie@campbellconsulting.com http://www.decipherinc.com