Smartphones today have the power to enable its users to manage a wide variety of tasks within short durations. With a plethora of apps, services and communication channels continuously beaming data, an average smartphone user is bombarded with many tasks/messages in the form of emails, texts, app notifications, digital transactions etc. and many of these include feedback surveys. How wise is it to ask the same consumer to answer a market research questionnaire setting aside 10 or more minutes of his/her time at a stretch? Can't we do away with the static questionnaire approach and employ an adaptive style of questioning? This presentation explores the topic of adaptive questioning powered by machine learning and its impact on respondent engagement, field times and data quality.