Archive for the ‘mobile market research’ tag
By The Editors
There’s no questioning the power of mobile marketing. Smartphone usage statistics, such as 70 percent of users check their phones without being notified of an alert and more than 50 percent of mobile device customers sleep next to their phone, highlight the massive shift toward mobile. While customers download apps daily, if you don’t keep consumers happy, they’ll delete the app, resulting in losing a client base forever. A recent Business2Community article showcased some important infographics highlighting customer retention rates.
By Joe Jordan, Vice President of Panel Operations
We live in a world of big data. Everything that consumers do is closely monitored and analyzed. The body of behavioral, demographic and purchasing data that exists and is available to marketers is staggering. In fact, the amount of data that companies collect on their own customers from the geolocation tracking of in-store behavior to the microanalysis of what visitors do on websites is massive. Consider that we generate 2.5 quintillion new bytes of data each day.
Increasingly, research professionals are discussing the role of passive and active data collection in the overall corporate research agenda. How do they differ and what are their individual strengths? What’s the role of surveys and concept testing against this big data backdrop? Most importantly, how can we make the most of these quickly evolving insights to improve how we do business?
By Edan Portaro, EVP Global Business Development and Mobile Innovation
With the growth of mobile technology and online research platforms, in-context research is changing. Conducting onsite research no longer requires hiring staff, training them and transporting them to a specific location to survey a store’s patrons. Instead, the latest market research technologies leverage mobile devices, smart strategies like QR codes that let participants self-select into research with a smartphone scan, and even geolocation capabilities. With the proliferation of different contextual research techniques, it can be challenging to determine which one is right for your specific needs. Here’s a closer look at the different types of in-context research and how to determine which approach is the right fit for your research goals.
By The Editors
Trying to target market research through traditional focus groups or online surveys is showing less impact than real in-the-moment mobile research. At the Marketing Research Association’s Corporate Researchers Conference, Ryan Backer, who oversees Global Insights for Emerging Tech at General Mills, shared some mobile market research insights gained from General Mills researchers.
By Alan Gould, CEO
Over the last six months in particular, our uSamp and Instant.ly teams have built and launched exciting new products, improved existing products, hired top talent and opened new markets. We are moving faster than ever, working harder and leaving our competitors breathless. What we are attempting to do—provide great, advanced market research products for an industry that historically has been slow to change—is not easy. I want to share some of my thoughts about what success for us will look like and how we are going to get there. So, let’s start with the business of selling online sample, our core business. We are justifiably proud of how fast we have become a major player in the space but there are trends that we need to get out in front of if we want to continue to prosper.
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
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 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: