Archive for the ‘Mobile Research’ tag
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.
by Jacob Tucker, Research Analyst with Robert Clancy, Vice President of Insights & Strategy
It is an understatement to say that mobile has had a profound impact on human behavior. We, as researchers, cannot help but imagine the impact it will have on the market research industry as a whole. Mobile has irrevocably changed the mode, the means and the methods. The way we’ve been conditioned to capture, code and interpret data has been altered.
Have you ever interviewed someone, and while trying to transcribe what was being said, you missed how it was said? How about trying to interpret an open-ended response that could go one of two ways (Is “bad” colloquialism for “rad”?)? There is no doubt that it can be difficult to accurately record and make sense of the noise around qualitative data. Enter audio, photo and video capture.
There are many innovative mobile research tools available, but these rich-media response options take insights to the next level. These question types give us a sneak peek into the window of consumers, which is all sorts of wonderful, but begs the question: How can we effectively use that data?
At the most basic level, we can look at these photos, watch the videos, listen to the audio and find themes that emerge. We can then code these themes into nice, neat categories so that they can be quantified and analyzed just like any other data set. This many not sound novel; however, it is the in-the-moment context unique to mobile that enhances these particular data. The importance of in-context cannot be ignored, as it is more reflective of actual consumer experiences.
But we can’t stop there.
The real beauty that smartphone technology brings to surveys is consumer intimacy. We need to go a step further than just quantifying rich media responses and truly unveil the consumer experience. If all we do is code and quantify, we will miss out on the subtleties and nuances that provide deeper insights. In photos, there are surrounding objects. In video, there is background setting and movement. In audio, there is voice inflection and intonation. At times, you can literally see and hear the thought process that leads to a decision. This gives us so much more color than just knowing the actual decision itself. Mobile data helps us empathize with the consumer like never before.
So how can we, as researchers successfully report on this new-found consumer intimacy?
While it’s not feasible to show every rich media response in a study report, it’s important to represent the sample as a whole. Selecting a few testimonials that capture consumer sentiments really helps bring the complete story to life.
When insights emerge from both quantitative and qualitative perspectives, we get one step closer to the consumer. If what we’re really after is consumer intimacy, mobile is uniquely qualified to get us there. Taking insights to the next level? We’re on our way.
by Emily Tomasiewicz, Regional Manager, Bid Consulting
Welcome to the first installment of uSamp’s “Day In the Life of” series. In the upcoming months, we will spotlight different departments that help the company move the needle.
In 2012, uSamp received over 40,000 different bids from all over the globe requesting sample ranging from Type I Diabetics to lottery players in Nebraska. If you do the math, that comes to nearly 200 bids per day! Our Bidding Team is made up of over 30 consultants, each of who manage these 200 bids regularly. It sounds like a lot – and it is– but because our team is client-centric, organized, and well-educated on our panels’ capabilities, to them, the job is nearly effortless.
Consultants are assigned to specific accounts in an effort to not only manage bids quickly and efficiently, but to build trust and consistencies with our clients as well. Through training and experience, the team accurately determines our capabilities based on our proprietary panel assets as well as a network of publishers. Here at uSamp, there are few instances where we say “No.” If a job doesn’t appear to fit our capabilities in its current state, we’ll consult with the client on possible ways to tweak targeting or sample size to get the job done one way or another. Speed, full feasibility, consultation and competitive pricing are what drive our win rate.
More recently, uSamp has acknowledged the trending web-to-mobile shift in market research and has acted quickly to build innovative solutions. A division of our consultants is dedicated to all things mobile – a number of requests that is growing larger every day. At this juncture, education of mobile product becomes critical. Knowing the difference between geofencing and geovalidation can make or break the success of a project. Mobile research offers a higher level of data collection as well as quality. Our mobile app, iPoll™, is already capable of photo, video, audio, and barcode collection. As the industry turns to mobile, data collection will only become more rich and dynamic.
uSamp is a technology, surveying and sampling company, which is something that largely sets us apart from our competitors. With the use of our technologies such as iPoll™ and Instant.ly™, we’ve recruited a Mobile Army™ of panelists who are readily available and eager to take our surveys. We’re in the business of finding people who are “hard-to-reach,” with which we’ve historically had success in the online space Going mobile extends our reach even more and our Bidding Consultants are ready to take the plunge.
Emily is uSamp’s Central Regional Manager of the Bid Consulting team. She has been working in this department for nearly three years; first as an Account Executive, later as Account Manager, and is currently the Regional Manager of uSamp’s Dallas office. She’s tackled new initiatives and has been an early adopter of mobile bidding and product knowledge, including iPoll, Instant.ly, SampleMarket, and Panelbuilder. Emily is a graduate of the University of Connecticut and holds a BA in Psychology.
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 our final installment, Allen discusses some of the implications of geofencing from battery drain to privacy concerns.
It is completely understandable that some people may have privacy concerns associated with geofencing. The way we address these concerns is by being fully transparent about exactly what information is collected. By educating users, we empower them to decide if and when they would like to participate, and are able to preserve their privacy choices. Our Mobile ArmyTM is our most valuable asset, and we take all steps possible to preserve our relationship.
Does geofencing cause significant battery drain?
Any app that uses your device’s location will cause battery drain. The more frequently that app checks your location, the more battery it will drain. After months of development and testing, however, we have established a geofencing solution that has almost no noticeable effect on battery life. To date, we have not received a single complaint regarding battery life from any one of our mobile audience members. If you are considering running a geofencing project, be sure to ask the technology provider what steps they have taken (if any) to preserve battery life, and then download their app so you can experience it yourself (more to come in a future blog by uSamp’s Co-founder & President, Gregg Lavin).