By Jeffrey Henning
The fourth annual Corporate Researchers Conference from the Marketing Research Association proved why it has become a premier event for corporate researchers, with extensive content curated by and for corporate researchers. Eyes were on the future, with presenters discussing emerging technologies, including mobile research, agile market research, storytelling and infographics.
By Allen Vartazarian, Vice President of Product
Imagine using location-detection software to help locate when shoppers are leaving certain department stores during the height of Black Friday, or contacting customers as soon as they’re walking out of a movie to survey their experience. Geofencing—a virtual way of geographically setting a perimeter around a particular point—allows market researchers to follow the foot traffic anywhere from an entire city block to one retail store. By determining the longitude and latitude of a particular location and then setting a radius around—for instance, a coffee shop—geofence technology can track the date and time of when and how a person moves across a geographic location.
By The Editors
With the massive move to mobile, online surveys must evolve to meet consumers’ usage. Patrons no longer want to fill out lengthy questionnaires on their computers. The trend is pushing toward fun, visual elements.
By The Editors
Mobile commerce is rapidly changing as more consumers are using their smartphones to purchase, comparison shop and access discounts. A recent white paper by iModerate, in partnership with uSamp, reveals what customers are buying on their phones and what features make mobile shopping better.
By The Editors
Even in low-income rural countries, mobile phones are ubiquitous. In this post at GreenBook, Ray Poynter, author of the Handbook of Online and Social Media Research, highlights that ubiquity as a key component in the growth of mobile market research because 70 to 80 percent of adults around the world own a mobile phone—and that rate is likely to increase.
By Joe DiGregorio, Senior Director, Global Programming
As is the case with any trend in market research, large or small, the rapid growth of data collection on mobile devices has brought with it countless new tools and methodologies.
Having started my career at the dawn of the transition from computer-assisted telephone interviewing (CATI) to online as a method for data collection, I’ve lived through many of the challenges associated with this type of transition before. There’s a game-changing medium in town, and (almost) everyone wants a part of it. Clients are told they need it but not all of them know why or how to use it. Research methodologists brainstorm how to transition the old methods to the new without impacting historical data, and they invent brand new methods never before feasible with the old research methods. Developers race to create every new application they can think of, hoping enough people can be convinced they are useful. Some of them stick and become part of new way of doing research. Some of them gather dust as they are replaced or fail to prove their worth.
By Joe Jordan, Vice President of Panel Operations
Many times I discovered that the sample vendor I chose for my high-priority, top secret, critical study was just a mere middle man to other various sample vendors I specifically did not choose because they had wronged me in the past. Much like elephants and the IRS, researchers never forget vendors who have failed them at the final hour. They have nightmares of that 4 a.m. email the day a study should close, saying “We are reaching out to other partners” on a “best efforts basis.” It makes finding a sample provider for your next project all the more daunting.
By The Editors
How do your customers view your products and services? In a marketplace where constant change is the new normal, being able to see the world through your customers’ eyes is essential to growing your business and finding new and retaining existing customers. In the video below, “Mobile Research Communities: An Agile Approach to Customer Context,” Allen Vartazarian, VP of product at uSamp, and Julie Vogel, VP of Communities at Morpace, discuss the following:
- How new mobile research capabilities let you interact with your customers in-the-moment
- How online research communities can help you build customer partnerships that strengthen and deepen your understanding of customer context
- Why one Fortune 500 company changed its approach to a target audience based on a combination of these research approaches
By The Editors
At MRMW this year, Justin Wheeler shared fascinating research in a presentation that probed one seemingly simple question: Are mobile respondents more honest? Wheeler’s research is trying to get at the twin problems of social desirability bias and consumer satisificing. The former describes the phenomenon of respondents providing answers that they think researchers will want to hear or that they think will make them appear in a more positive light in researchers’ eyes. The latter describes the mental shortcuts or paths of least resistance consumers will unconsciously take when asked to recall specifics of advertisements or products in an online survey. Wheeler’s research indicates that mobile could be an antidote to both of these problems. How? In-context mobile surveys remove interviewers from the equation, mitigating the influence of social desirability, and also eliminate the need for consumer recall.
See below for a video of Wheeler’s entire presentation at MRMW:
By Jacob Tucker, Senior Analyst of Insights and Strategy
The Market Research in the Mobile World conference in Chicago was filled with emerging technologies, new capabilities, and aspirations to push the limits on the type of data we can collect. Be it simply adapting online surveys to mobile, using geolocation technology to intercept shoppers during purchase decisions, or experiencing personal moments with consumers through wearable computers like Google Glass, it is clear that many organizations in the market research industry are trying to pull us forward into the future. As I took in presentation after presentation, a few common themes emerged.