Bosch, Oriol J.Revilla, Melanie2020-07-302020-07-302020Bosch OJ, Revilla M. Using emojis in mobile web surveys for Millennials? A study in Spain and Mexico. Qual Quant. 2020 May 20. DOI: 10.1007/s11135-020-00994-80033-5177http://hdl.handle.net/10230/45223To involve Millennials in survey participation, and obtain high-quality answers from them, survey designers may require new tools that better catch Millennials’ interest and attention. One key new tool that could improve the communication and make the survey participation more attractive to young respondents are the emojis. We used data from a survey conducted among Millennials by the online feldwork company Netquest in Spain and Mexico (n=1614) to determine how emojis can be used in mobile web surveys, in particular in open-ended questions, and how their use can afect data quality, completion time, and survey evaluation. Overall, results show a high willingness of Millennials to use emojis in surveys (both stated and actual use) and a positive impact of encouraging Millennials to use emojis in open-ended questions on the amount of information conveyed, the completion time and the survey enjoyment.application/pdfeng© The Author(s) 2020. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.info:eu-repo/semantics/articlehttp://dx.doi.org/10.1007/s11135-020-00994-8EmojisMillennialsMobile web surveysData qualitySurvey evaluationinfo:eu-repo/semantics/openAccess