In the evolving landscape of market research, reaching a representative sample of participants is crucial for gathering accurate and actionable data. Traditional research methods, such as in-person interviews and digital surveys via email or web platforms, have their merits but often fall short in inclusivity, especially in emerging markets. This is where WhatsApp, with its widespread adoption and versatile features, emerges as a superior tool for engaging a broader demographic. Here’s why integrating WhatsApp into your market research strategy is essential for capturing the voices of emerging markets.

Unparalleled Reach and Accessibility

• High Penetration Rates: WhatsApp boasts extensive usage across emerging markets. In regions like Africa, South America, and parts of Asia, it is often the primary mode of communication, outstripping traditional SMS and email.
• Low Data Usage: WhatsApp is optimised for low data consumption, making it accessible even in areas with limited internet infrastructure. This is crucial in emerging markets where data costs can be a barrier to online participation.

Enhanced Participant Engagement

• High Response Rates: Our WhatsApp surveys boast an industry-leading 62% response rate, reflecting the platform's high engagement. The average WhatsApp user on Android spends about 59 minutes per day on the app, with over 90% returning daily and checking the app approximately 22 times.
• Familiar Interface: Unlike static surveys, WhatsApp allows for a conversational approach which can mimic an in-person interview. This can lead to higher engagement rates as participants feel more comfortable and less like they're undergoing a formal interrogation.
• Multimedia Capabilities: Participants can easily send voice notes, images, and videos, enriching the qualitative data collected. This is particularly beneficial for expressing thoughts that are hard to capture through text alone.

Scalability and Flexibility

• Adaptability of Surveys: The digital nature of WhatsApp allows for dynamic survey adaptation. Questions can be adjusted on-the-fly based on previous answers, ensuring richer data and insights.
• Ease of Scaling: WhatsApp can handle large volumes of messages simultaneously, enabling the scaling up of research projects to include thousands of participants without additional costs.‍
• Real-Time Interaction and Convenient Completion: WhatsApp facilitates immediate communication, allowing researchers to follow up on responses in real-time and adapt surveys dynamically. It also offers easy pause and resume functionality. This ensures participants can manage interruptions in their daily lives without losing survey progress, greatly enhancing the likelihood of survey completion and the quality of the data collected.

Overcoming Traditional Limitations

• Digital Inclusivity: Many individuals in emerging markets may not have access to computers or high-speed internet but do have mobile phones with WhatsApp. This makes it possible to include a more representative sample of the population.
• Language Inclusivity: With the capability to conduct surveys in multiple languages and the ease of using voice and video responses, WhatsApp surveys cater to non-literate populations and those with disabilities, ensuring a more inclusive data collection process.‍
• Reliability: Mobile phones are personal and usually within arm’s reach, leading to higher response rates and more timely feedback.

Conclusion

While traditional research methods still hold value, the reality of emerging markets—with their unique challenges and opportunities—necessitates a more adaptable, cost-effective, and inclusive approach. WhatsApp, with its broad reach and versatile functionalities, offers an unparalleled platform for conducting market research that truly reflects the diverse perspectives and needs of emerging market populations. By adopting WhatsApp, researchers can ensure their data is not only comprehensive but also truly representative of the community they aim to serve.

Extra data

WhatsApp is one of the most widely used mobile applications in the world, owned by Meta. It has a massive user base of 2 billion users (excluding China where WhatsApp is banned), making it highly popular. Each day, over 100 billion messages are exchanged on the app, making it the most widely used mobile messaging platform globally.

• WhatsApp has 2 billion active users worldwide.
• WhatsApp is ranked as the most used mobile messenger app in the world.
• More than 100 billion messages are sent each day on WhatsApp.
• The average WhatsApp user on Android spends 59 minutes per day on the app.
• Over 90% of android users are active daily
• On average, its users return to the app 22 times a day
• India has the most WhatsApp users (487.5 million).

About Yazi

Yazi is a data collection company dedicated to providing accurate and comprehensive market research. Through innovative technology and deep cultural understanding, Yazi strives to illuminate the diverse experiences, opinions, and needs of individuals across Africa. This is how we work.