In the office, on buses, at grocery stores, in parks: Wherever you go, it seems there's always the gentle sound of tap, tap, tapping that comes with mobile-device use. Some just check email, but many are accessing work applications, social media sites, news feeds, online games and much more.

Most important for this discussion, some of these users are zipping through surveys they might not have taken online. As mobile devices continue to proliferate, they're becoming a vital channel for collecting actionable insights.

Some might argue the rise of mobile as a channel mirrors the introduction of online surveys. However, the mobile channel has its own distinctive benefits and challenges.

A Natural Transition

According to a 2011 Nielsen study, 62% of mobile adults aged 25-34 own smartphones, making it even easier for...