Remember when people had a "home phone" that was plugged into the wall, and they actually answered it? Back then, it made sense to do research by telephone. But then people stopped answering their home phone, and started communicating by email and on smartphones. Researchers adapted, and surveys became something you did online. As more and more people started answering surveys on their smartphones, researchers had to start moving away from large grids, long lists and cumbersome scales. They had to design their research with mobile in mind. And some have declared that all survey design should be mobile first.