Archive for the ‘mobile market research’ tag
By Allen Vartazarian, Director of Product, Mobile
As Market Researchers, we are no longer faced with whether mobile is a viable option, but rather how we are going to optimize it. We started planting the app seed early on, refining it to work across operating system and device, with the given assumption that consumers would go to the app store, download, install and play.
Apps like iPoll that leverage geolocation and rich media features on smartphones have provided deep and actionable insights by allowing panelists to submit photo, video and audio responses while verifying that they are on-location at a retailer. Naturally, there has been a land grab in the industry to get these apps installed onto as many people’s phones as possible; this approach, however, has presented two notable challenges:
- Getting their Attention: With over 1,000,000 apps available just in the iTunes App Store alone, a huge obstacle is getting consumer’s attention. Once you have their attention, you need to hold it long enough to convey the value the app provides.
- Improving Retention: Congratulations if you’ve achieved an app install, but that’s just the first phase – now you need to keep users engaged! People like to keep their phones free of clutter and tend to delete apps they don’t find them valuable, which helps explain why 90-day retention rates for some app categories are as low as 10 percent.
As a panel company that depends on respondent engagement to drive our insight platform, addressing these hurdles are our number one priority. While app downloads are voluntary, most smartphones have web browsers readily baked into them. uSamp has developed a mobile web technology that allows respondents to provide photo and video responses via their mobile web browser without having to install an app.
So what does this mean for market research?
First, it promises a broader audience reach. The mobile web has the potential to significantly widen the respondent pool that can take advantage of mobile capabilities. Not every smartphone owner has our app installed, but everyone does have a mobile web browser (Safari, Chrome, Firefox, etc.). With almost half of emails now being opened on mobile devices, this adds a layer in which surveys that contain mobile-only response options can be delivered. Issues such as feasibility and sample size, that have made market researchers hesitant to use mobile in the past, can now be minimized. Coupled with the app, this has positive implications for expanding the audience that can take advantage of mobile features.
Second, it offers more distribution channels. Previously, if we wanted respondents to submit photo/video responses, we could only send survey invitations through push notifications in our app. Now panelists can be reached via numerous distribution channels including email, text message, and QR codes with a link to the mobile survey.
While the mobile app currently offers more robust features like geofencing and audio capture, this innovative mobile web enhancement is an attractive option to leverage for many projects that need greater flexibility. Regardless of outlet, it’s imperative that we don’t lose sight of the importance of designing mobile-specific surveys. The mobile web has seen a history of abuse by researchers cramming lengthy, online surveys into a small screen. We want to change all this by mimicking app capabilities and experience – auto-rendering and UX are critical components of making the mobile web a success. So why does it matter how we gather responses via app or web? It’s the potential for reach, and the promise of an alternative that keeps us motivated to continuously improve the way that mobile market research is done.
By Ben Leet (as published on The GreenBook Blog)
Fresh off the back of Nokia’s mobile business absorption into Microsoft, and with Blackberry continuing to seek a buyer for its ailing mobile arm, Motorola can smell blood as it launches its latest series of low end Smartphones aimed to drive a stake through the remains of those once glorious mobile hardware providers. Called Moto G, Motorola’s strategy is clear: Tap into the “500 million people who will buy a Smartphone for $200”, according to their CEO Dennis Woodside. And it makes sense; at the Moto G launch, Woodside went on to say that until now those customers only had the choice of a phone with last year’s tech or a second hand phone, so providing brand new technology to an audience hungry to keep up with Western trends could be a masterstroke. However, will Nokia or Blackberry take this lying down? They simply cannot afford to, and so the probability of the Smartphone war making its way to emerging markets just increased exponentially.
The relevance to the market research industry is that, for some time now, it’s been obvious that mobile research will become the methodology of choice for much of our work in emerging markets. Internet penetration is already higher via mobile versus desktop devices in countries like India, which means that mobile is already more representative than online in many instances. This is not new. I, and many others in the industry, have been preaching this for some time, but until now mobile surveys in those countries have been largely restricted to simple text-based surveys, or very light, simple and easy-to-load mobile web surveys. But that could all be about to change, and it will happen fast.
The following video was taken at MRMW North America in Minneapolis in July 2013. Lisa Wilding-Brown, uSamp’s SVP of Mobile Business Solutions, shares her thoughts below.
Lisa Wilding-Brown: They industry is really moving forward. If you look back historically, folks were feeling a little reluctant about mobile. They knew they needed to pursue it, and that it was going to be a part of our future from a research standpoint. Change is scary, but the more people I speak to, the more I learn about people embracing it. It’s exciting to leverage all of the different technology and really see what other companies are doing. It’s reinforcing what uSamp has always been very focused on — being progressive, innovative and really pushing the envelope. Talking with others, it seems we’re headed in the right direction and maturing mobile so that more clients can leverage it for all different types of research.
MRMW: Of the presentations throughout the day, what’s jumped out as “Wow! That’s interesting. I hadn’t really thought about it that way before.”? Has there been anything that’s been really intriguing for you in that way?
LWB: I just finished Dan Hill’s presentation on emotions, motivations, and facial coding and that’s something that we’ve been talking a lot about internally as well. So that was really great to hear from his perspective. I really enjoyed his presentation. I thought it was fantastic.
By Leslie Warshaw, Vice President, Research Solutions
Traditionally, the research industry has moved cautiously when it comes to embracing new technology. For example, it has taken a number of years for the industry to embrace the transition from paper to telephone to online. There are perfectly good reasons for this, which have to do with concerns about data integrity, validity, security, representativeness and the need to minimize disruption in trend measurement for our longitudinal studies, which were (and will always be) important measures for our businesses.
Now, with the huge growth in consumer smartphone usage and the variety of functions that the latest technology has to offer for collecting consumer and shopper feedback, we find ourselves at the beginning of another major shift in data collection mode. We have become an app culture. The growth in smartphone usage is even more intense than the growth of the internet in the late nineties – and that was considered an unprecedented phenomenon at that time. This begs the question:
Will it take the research industry years to embrace this latest mode or will the use of smartphone technology be incorporated into our research plans at a faster pace than online?
by Dinaz Kachhi, Sr. Manager of Research Insights, uSamp
It is not news that mobile has emerged as a key platform for data collection. It has the unique advantage of gathering in-the-moment feedback through multi-media such as photo, video and audio uploads. But before we get caught up in technological promises, it is imperative to take a step back and discuss how we can maintain the integrity and quality of our research. In our latest whitepaper, Managing Mobile Research Projects, uSamp explores the implications for researchers and project managers in terms of designing, targeting and fielding surveys. It is with this understanding of the nuances of mobile market research that we, as an industry, can create new standards and outline best practices that will define the future.
For the full report, please contact email@example.com, or visit our website to download a copy.
In Part I of our Mobile Research Trends series, Don’t Mess with the Geofence, our Director of Mobile Products for uSamp, Allen Vartazarian lays the groundwork for geofencing. Here, he explores some of the various applications, and we begin to see how geofencing might be the best way to capture in-the-moment insights.
One of advertising’s greatest pain points is measuring ad effectiveness from the point of impact to the point of purchase. What if we said that geofencing could link an ad’s influence to purchase behavior? Geofencing is a powerful tool that can provide this feedback while adding a whole new dimension to mobile research. Here are some ways that we are using geofencing to provide valuable insights today:
- Out-Of-Home Ad Effectiveness: By setting geofences around out-of-home advertisements, we know when someone in our Mobile Army™ (our robust mobile audience), is nearby and “exposed” to the ad. By setting geofences around specific businesses, agencies can better gauge ad effectiveness by comparing store visitation of exposed consumers to those who were not exposed.
- Real-time Feedback: Whether it be a trip to the grocery store, or a movie that just came out, its imperative to gather feedback as close to the time of the experience as possible. With geofencing, we can trigger an alert as someone enters or exits a location with an invitation to answer a few questions while the experience is still fresh in one’s mind.
- User Behavior Monitoring: We can track store visits, time on site and other key metrics vital to retailers and advertisers. Combining this with other collected data, i.e. web-browsing and purchase activity, helps identify the true impact of the OOH ad exposure.
These are just a few examples of geofencing applications. Imagine how geofencing can apply to competitive analysis, field research and in-store missions. The opportunities will continue to grow with the technology and methodology. Geofencing is truly an innovative method for gaining insight into customer behavior because researchers no longer have to rely on a user’s activation since surveys can now be automatically triggered.
Our final post will explore some of the challenges seen with geofencing, what can be done to address them, and why 2013 is the year of mobile maturity.
What will be the next smartphone feature that will be differentiating and cool? Seeking Alpha Blog
At the intersection of the physical and virtual world lies a mobile capability called geofencing. A context aware app that reminds you to pick up your laundry as soon as you approach the drycleaners on the way home from work? Brilliant? Scary? We asked Director of Product for uSamp Mobile, Allen Vartazarian to explain the basics of the phenomenon, address privacy concerns, the trouble with battery drain, key applications and why geofencing has finally arrived in 2013.
Q: Can you explain geofencing to the layman?
A: Geofencing is a technology that provides the ability to create a virtual fence around a geographic location in the real world. Smartphones that are location-enabled can detect when someone enters or exits these fences, which can be as large as a city block or as small as a retail store.
A: In order to create a geofence, we first determine the latitude and longitude of a particular location, or set of locations. We then assign the radius of the geofences depending on the type of location. If we were to geofence a supermarket chain, for example, we might set a radius of 200 meters, but for coffee shops we would only set a radius of about 30 meters.
Once set, the location and radii of these geofences is communicated to the smartphone of those who have our mobile app installed. When and if the person then crosses into one of the fences, we record the date, time, and latitude/longitude of the event. In addition to logging this information, we can also choose to trigger a notification to the person, linking them to a survey within our app.
Q: How accurate is geofencing?
A: Geofencing is relatively (but not 100%) accurate. Though we can be very specific about defining the criteria for each geofence, there are certain technical limitations in the way that a smartphone determines your location, especially when the device is not actively being used (like when its in your purse or your pocket). Nonetheless, we are able to get a general understanding of someone’s location and can set an acceptable location accuracy threshold when attempting to understand when someone is within a geofence or not.
In a recent project, we setup geofences around a national fast food restaurant chain which triggered an alert asking if the person was dining there: over 80% of respondents said that they were at the location, with the remainder likely being at a store next door.
Stay tuned for Part II where Allen will address the applications of geofencing.
Where consumerism leads, brands follow, and where brands go, so marketing research goes. – Ben Leet
Catch them if you can. Consumers are notoriously hard to read, which is why most research spend goes toward cracking the code. Up until now, the focus has been heavily weighted toward consumers in developed countries – after all, they are the first target of most manufacturers. Reaching the consumers in developing countries has been more of a challenge, and researchers have continued to rely heavily on face-to-face to get proper representation. Until today.
In an article for MRA’s Alert! Magazine, uSamp’s Ben Leet expounds on why mobile will be the tipping point. With the high penetration of smart phones in countries like India coupled with new technologies like geofencing, there is a new opportunity for researchers to bypass online methodologies and go straight to data collection via mobile. As Leet describes, “It’s almost a self-fulfilling prophecy; with increased consumerism comes an increase in smart phone penetration, and with it, the ability for researchers to reach new audiences.”
Leet goes on to highlight trends he believe will emerge in the next 12 to 18 months:
- Mobile as a multiple methodology – app-based and mobile Web unite!
- More research spend devoted to emerging countries – propelled by end clients pushing for more insight into this untapped resource
His article begs the question: Should researchers skip online sampling methodologies and go straight to smartphone in emerging countries?
In 2013, consumers have become primary drivers of content, of product and of brand. Able to upload user-generated video to YouTube and broadcast affinities to Twitter fans, consumers have overturned the traditional model where a business builds a product in silo and offers it up to consumers. Sound archaic?
Recognizing this new, “empowered consumer,” many brands have turned to value co-creation or crowdsourcing. By involving the consumer in the creative process the brand temporarily suspends authority, and collaborates with the consumer in an effort to co-create the product. In this collaborative process, value is driven by the people instead of appropriated by businesses.
In the market research industry, value co-creation has been facilitated through survey research. IHUT (In Home Usage Testing) and diary studies are just a few examples that enable researchers to see through a consumer’s eyes. Yet the industry still has a long way to go in order to truly leverage the value of co-creation. To get there, we need to reach consumers whenever, wherever, while respecting their privacy. We want that front-of-mind, in-the-moment view of their experiences at a sensory level.