Mobile Respondents: Always Better?

I ran a TV commercial awareness. 100 completes, mobile only. We were launching the survey 10 minutes after it aired on a national morning talk show. Rolling time zone launch. Distinctive ad. Depressing imagery. Anyhoo, all 100 (after indicating they viewed it) rated the ad as good, bad, indifferent, etc. I insisted we add a final question, an open end: ‘what was the ad about?’

Out of all 100 responses claiming to have viewed the ad a few minutes earlier, we achieved inverse perfection: not a single person could identify anything about the ad: the company, the imagery (a commuter-packed subway), the message, etc.

What’s the lesson? Don’t always assume mobile is better. And…add that last question.