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Archive for the ‘Mobile’ tag

Around the Web: ‘Smart Boredom’ in
the Mobile Age

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By The Editors

When smartphone users in the U.K. had a spare 20 minutes, they reported turning to their phones to check email, play games and surf online, according to a recent research report by Future Foundation. Future Foundation calls the trend Smart Boredom, referring to the time when users fill gaps of time by checking their smartphone rather than reading a book or newspaper.

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Written by adrien

September 29th, 2014 at 5:31 pm

7 Ways Geofencing is Transforming
Mobile Market Research and Marketing

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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.

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Written by adrien

September 17th, 2014 at 6:49 pm

Around the Web: Surveys Must Change
to Fit Mobile Devices

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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.

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Written by adrien

September 10th, 2014 at 5:42 pm

Around the Web: How Mobile Impacts
Shopping & M-Commerce

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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.

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Written by adrien

September 9th, 2014 at 5:32 pm

Around the Web:
Three Trends in Mobile Market Research

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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.

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Written by jared@usamp.com

September 5th, 2014 at 4:41 pm

Leveraging Mobile and Online
Communities to Gauge Customer Context

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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

Mobile Research Communities Webinar: An Agile Approach to Customer Context from uSamp on Vimeo.

Written by adrien

June 13th, 2014 at 10:11 pm

Removing Respondent Bias from
the Research Equation:
Why Mobile Makes Us More “Honest”

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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:

uSamp’s Justin Wheeler discusses why mobile research is better from uSamp on Vimeo.

Written by jared@usamp.com

June 2nd, 2014 at 6:50 pm

Being Pulled into the Future:
A Review of MRMW

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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.

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Written by jared@usamp.com

June 2nd, 2014 at 4:49 pm

uSamp University:
The Wonderful World of the IHUT

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By Tina Day, Director of Organizational Development and Quality

uSamp University is our column for breaking down some of market research’s thorniest concepts and terms. We write for both industry newbies and seasoned pros looking for a quick refresher. Because there are often differing schools of thought about the application and value of many of these techniques or methodologies, our intent is not to be the final word, but merely provide an introduction for curious researchers. At the end of each post we’ll also suggest a few links for further reading.

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.

IHUT 101

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.

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Written by jared@usamp.com

May 21st, 2014 at 4:55 pm

Satisficing and Social Desirability Bias:
Is Mobile Poised to Solve These Problems?

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By The Editors

Are mobile respondents more honest? We know that mobile lends itself to in-context surveying, but mobile devices themselves may have an enormous impact on how honestly consumers answer questions. Why? Research shows that respondents will often take the path of least resistance when answering difficult survey questions, a phenomenon called satisficing. Additionally, traditional in-store market research requires positioning researchers on-location to ask consumers questions, and that face-to-face interaction causes consumers to want to give the answers they expect researchers want to hear – versus what they really think, a problem known as social desirability bias.

The good news? Mobile helps us get answers while consumers remain in the store, in front of the products, but adds a level of privacy that at-home research provides. Additionally, with the ways that smart phones have become a natural part of our everyday lives – studies show that we look at our smart phone once every three minutes – consumers don’t find mobile surveys to be disruptive. Therefore, mobile may just provide the key to unlocking two of market researchers’ thorniest data quality problems.

In this video, Justin Wheeler explains more about how mobile may be poised to solve these problems.

To learn more about this study, visit uSamp at the Mobile Research in the Mobile World event May 27-30th in Chicago, or stay tuned for a post-event recap.

Written by jared@usamp.com

May 12th, 2014 at 9:47 pm