Archive for the ‘Mobile Research’ tag
By The Editors
Wearable devices such as Jawbone, Fitbit, Pebble and the forthcoming, much-anticipated Apple Watch are growing more popular among people ages 25 to 34. In a recent Mobile Marketing Watch article, wearables are described as the “hottest product category in contemporary mobile technology,” which means that the mobile marketing industry should pay attention to who is adopting this type of device. A new study conducted by Instant.ly provided added insight into wearables.
By The Editors
In a recent Mobile Commerce Minute on Untether.tv, hosts Rob Woodbridge and Chuck Martin discuss how fast food restaurants are jumping on the Beacon bandwagon. Beacons allow mobile apps to detect a user’s location and deliver content based on the smartphone’s location. McDonald’s rolled out a Beacon test experiment in Columbus, Georgia to only 17 spots. Offering 18,000 redemption coupons, the fast food corporation found an eight percent increase in sales of McChicken sandwiches and McChicken nuggets. As a result of the sampling, the company is increasing the amount of Beacon-enabled restaurants to 263 locations.
By The Editors
As the year comes to a close, we want to know: What defined market research in 2014? We asked industry leaders within our company and outside for their take. See their answers below.
By The Editors
Smartphone sales have surpassed computers and other digital device purchases in 2013, according to comScore, and there’s a driving need to address users in a way that is engaging and authentic. Two marketing pros, Davis Murphy and Doug Stovall, gave three major points that all mobile marketers should utilize. First, agility is key. Oftentimes, customers will start an interaction in one platform—their laptop—and finish the interaction on another device like their smartphone. While mobile is a huge point of contact, Murphy and Stovall caution mobile marketers to remember that there are other means of communicating with consumers.
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 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 Tina Day, Director of Organizational Development and Quality
Not to be confused with everyone’s favorite pancake house, an “IHUT,” or simply “HUT,” is, at its most basic, a type of in-home study that involves consumers using and evaluating a product. IHUT stands for in-home usage test, and it has long been one of researchers’ go-to studies for detailed, in-context consumer feedback on anything from pillow cases to, well, pancake mix.
As the name implies, IHUTs are used to test products with real consumers in their homes. This type of study is particularly useful for testing prototypes before they hit the market, newly released products, or existing products that may be in need of a redesign.
Data, whether it was being leaked, mined, or modified by “big,” was on everyone’s minds in 2013. Mobile technology continued to push forward with lower-cost, higher-tech, sharper-pixelated options emerging in the market; while telecommuting, something that seemed the natural progression of the digitally savvy millennial, took a step backward. Many of these major developments also rippled through the market research community, so uSamp’s leaders took to the blog to weigh in and offer commentary on how these changes shaped the direction of our industry.
Here are our top five blog posts from 2013:
A late entry in the year but an obvious contender for top blog post. In this piece, uSamp director of product Allen Vartazarian explains why mobile apps are not the only game in town when it comes to mobile market research.
Yahoo CEO Marissa Mayer’s decision to pull the company plug on all telecommuting sparked huge debates everywhere from the water cooler to Twitter and more. In an age where technology has made working remotely so easy, the ban seemed a counter-intuitive move on Mayer’s part. We took the polarizing debate to our panel and received surprising results, which we pulled together in this infographic.
Big data was certainly the buzzword of record early in the year, that is, until over-zealous jargon junkies sucked every last drop of meaning out of it. And while data may be the new gluten-free in the media, it’s a familiar face for those in the MR space. In this piece, our former director of analytics, Siva Venkataraman, took a moment to demystify big data and articulate its real potential.
In hindsight, it seems less surprising that during a year when we all marveled at the power of numbers, we also become painfully aware of abuses in data collection. With the public outcry over NSA practices, we couldn’t resist polling Americans about where they stood on personal data and privacy.
2013 was a year to stay on the fence—the geofence, that is. One of the most exciting strategies to emerge in mobile market research was geofencing, the ability to use location-based technology in smartphones to connect with customers in-store, at the very point of purchase or consumption. We found this topic so interesting, we devoted an entire three-part series to it. Click here for parts two and three.