Archive for the ‘uSamp Mobile’ tag
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.
by Matt Dusig, Co-founder & CEO
With smartphone adoption at an all time high, more and more people are checking personal email on their phone. So when a survey invitation email comes to your mobile inbox, shouldn’t the experience be mobile friendly? You’d think so. Why haven’t all the major survey-scripting platforms made it simpler to author a survey that is automatically formatted for mobile?
To find out, I took the liberty of visiting 10 survey panel websites using my iPhone. In order to better understand the experience of taking surveys, I looked specifically at the following criteria:
- Overlapping text
- Ability to view graphics
- Landscape vs. Portrait view
- Use of scales
Most experiences were weak and frustrating, not to mention bad for the market research industry as a whole. Poor design has a direct impact on data quality and response rate. The more work a survey respondent has to do (beyond just answering the questions), the higher the likelihood of burnout.
Matt Dusig, Co-founder & CEO and Allen Vartazarian, Senior Product Manager
Everyone in Market Research has mobile on the tip of their tongue: mobile surveys, mobile panelists, SMS, push notifications, geo-location, geo-fencing and app installs are just a few of the features being discussed. A recent article in Quirk’s argued that mobile research is not just about translating desktop surveys to a small screen; instead, it’s about creating media-rich experience of profiles, location and commerce.
But what does this all mean? What does it take to successfully execute a mobile strategy today? Is it as simple as formatting surveys for the smaller screen or do more robust capabilities need to be baked into this on-the-go solution? Should we look for technology, panels or both? What’s the experience for panelists?
Taking these questions into consideration, it is important to focus on simple but effective mobile business solutions, where you can connect and learn from your customers. Here are some mobile strategies for your company to take into consideration: