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The Answer Network

Around the Web: Geofencing
Advancements for Market Research

By The Editors

Geofencing, which provides location-based information within a set perimeter, has helped market researchers achieve real-time results for surveys and different campaigns. While the technology has been tested in retail stores—such as Neiman Marcus using geofencing to alert sales clerks when VIP customers had entered, thus providing extra service to repeat clientele—there still stands refinements to ensure that the right consumers are targeted. Allen Vartazarian, vice president of product at uSamp, shared some recent developments to advance the research tool in an article for Quirk’s.

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January 5th, 2015

Posted in Around the Web

Using Mobile Surveys to Go
Deeper on Brand Research

By Edan Portaro, EVP Global Business Development and Mobile Innovation

mobile markey research

Much of the brand research that companies are conducting barely skims the surface on what they really need to know. Your brand’s recognition, positioning, health and sentiment are all critical to public perception and growing your bottom line. But traditional approaches to market research don’t always give you the insights that you need in order to make smart brand-driven business decisions. Today’s mobile market research revolution is opening up new avenues and conversations with customers on these important issues. Here’s a closer look at how mobile surveys allow you to go deeper than ever before on your brand research.

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January 2nd, 2015

Posted in Mobile Research

Year In Review: What Shaped
Market Research in 2014?

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.

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December 31st, 2014

Posted in Industry Trends

Around the Web: Principles Mobile
Marketers Should Know

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.

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December 30th, 2014

Posted in Around the Web

Linking Attitudes and Behaviors:
Really Getting to Know Your Customer

By Joe Jordan, Vice President of Panel Operations

market research

In the past, market research initiatives were most effective at pinpointing attitudinal data. It’s easy to use a survey to ask a customer about their feelings toward a specific product or brand; but reports on behavior were largely self-reported and often required the customer to recall activities that may have occurred hours, days, or even weeks before the survey. But today’s market research technologies allow professionals to collect both attitudinal and behavioral data, and more effectively link those together for deeper insights into customers’ minds. How can researchers link those in a meaningful way? How can they understand the “what and why?” Here is a closer look at what today’s brands need to know.

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December 24th, 2014

Posted in Online Research

Around the Web: Digital Executives
Give 2015 Mobile Predictions

By The Editors


Mobile marketing is a constantly changing industry as new technologies and methodologies emerge. As the new year begins, here’s a look at what eight digital executives told Adweek their predictions are for mobile. Mobile payments are just starting to take rise, as noted by Rachel Pasqua, senior partner of mobility at MEC. Pasqua says we’ll see more mobile payments and loyalty programs launched by retailers, and beacons hitting a tipping point “to supercharge in-store sales.”
 
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December 22nd, 2014

Posted in Around the Web

Market Research: An Investment
in Innovation, Not a Cost Center

By Scott Worthge, VP, Research Solutions

 

market research and innovation

Image source: Flickr user Boegh

As companies move toward the end of the year and think ahead to their 2015 strategies, a few key points of consideration are on the table. A big one is budget planning, of course. And part of budget planning will involve marketing, and within this area, market research. But that begs several questions:

  • Has your organization developed a clear plan for its market research initiatives in the year ahead?
  • How is your executive team thinking about the changing dynamics of how customers and companies interact in the marketplace?
  • How will your organization understand and act on that thinking?

Here’s a closer look at how to evaluate these questions to help persuade skeptics on the importance of market research as you plan your business objectives out for 2015.

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December 18th, 2014

Posted in Best Practices

4 Tips for Writing
Effective Mobile Surveys

By Edan Portaro, EVP Global Business Development and Mobile Innovation

mobile surveys on tablet

Researchers need to know how to make the most of each mobile survey. A significant amount of focus in the mobile market research space focuses on the technological platform used to deploy surveys or to optimize your survey for respondents on specific mobile devices. But one of the most critical aspects of a successful survey is writing compelling questions that solicit consumer insights on which you can act. Here is a closer look at four strategies that can help you develop effective mobile surveys.

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December 17th, 2014

Posted in Mobile Research

What Criteria You Should Prioritize
When Thinking About Data Collection

By Dean Burnett, Senior Director of Global Panel Operations

data collection

Image source: Flickr user r2hox


Earlier this year, market research organization Greenbook published its 2014 Industry Trends Report. One of the commentaries in the piece titled “Criteria Importance in Data Collection Methods” explored what criteria companies use when they select market research partners. The authors conducted a comparison: the research agency’s perceived list of important criteria and then the actual stated importance of those criteria from the perspective of the buyers.

The study specifically focused on the question of which techniques to use for data collection. The data from the study and the insights that it provides can provide useful context for researchers and companies wrestling with decisions about what market research formats to use. The questions around these priorities are also helpful when evaluating new methods and how best to integrate them into your company’s research agenda. Here’s a closer look at what you can learn from their work.

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December 16th, 2014

Posted in Data Quality

Around the Web: How Mobile Can Help
as Foot Traffic Decreases

By The Editors


With more shoppers moving toward shopping online, brick-and-mortar stores are seeing foot traffic decrease, even during the height of Black Friday, with retailers seeing an 11.4 percent drop in sales in November. But intrepid shops are utilizing the power of mobile and mobile apps to help increase sales while the customer is browsing. How? In-store WiFi, mobile maps, iBeacon and push notifications are guiding consumers through the journey of shopping and making the process quicker and easier. According to data from IBM Digital Analytics Benchmark, on Thanksgiving Day, mobile accounted for 52.1 percent of traffic to retail web sites.

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December 15th, 2014

Posted in Around the Web