Mobile News Mix

Why Ethnography is on the rise in 2020

Posted by MFour on Nov 15, 2019, 1:44:28 PM

shutterstock_1447123889

Market researchers have always employed ethnographic research methods. But it wasn’t until recently that the right tools were in place for ethnography to scale properly to represent large and accurate consumer populations.

The explosion of smartphones (and the ever-growing big data on those smartphones) is allowing MFour to shift the landscape by providing a number of truths on your consumers.

These facts are free, they don’t require the consumer to provide any information. Why? The data is baked right into their device, and can be gathered in a simple, first-party format - through an app. Innate collection of data is the very essence of ethnography. In fact, ethnography is described as research that doesn’t interact with the participants of a study, but rather lets things happen naturally.

Here at MFour, we use ethnographic research as a starting point to passively gather data about consumers’ digital activities and real-time/historical locations. Then, we add GPS-intercept surveys on top of the data to allow us to pull deeper insights from consumers at various points throughout their path-to-purchase.

This supersedes traditional forms of market research, because it gives you massive insights into consumer behavior. Data that used to be unattainable, without a lot of disruption, is now at your fingertips. And it’s fueling an exponential rise of ethnography across the industry. 

Will you be doing more ethnographic research this next year?

Topics: mfour, behavior driven research, ethnography, research

MFour Hires a Fielding Specialist and a Senior Data Analyst

Posted by MFour on Oct 25, 2019, 12:48:41 PM

YiWen and Fernando-1
(L-R Yi-Wen, Fernando)

MFour is excited to announce two new team members! 

Fernando Martinez is joining the operations team, where he will field our client surveys and maintain the quality of our data through data scrubbing. He has valuable experience with data analysis and was part of the team that made Tel Aviv, Israel the number one market globally for Bird Rides Inc. Fernando is a graduate of the University of California, Riverside where he holds a Bachelor’s degree in Political Science and Economics. In his free time, Fernando enjoys watching sports, especially his favorite baseball team, The Dodgers, and listening to any of his favorite music genres.

Graduating from the University of Texas at Dallas, Yi-Wen Cheng joins the MFour team as a Senior Data Analyst. She brings 8 years of data analytics experience in different industries including consultant, healthcare, and logistics. As our Senior Data Analyst, she will perform data visualization where she will extract data from data lake using her different technical skills and present data and transform it into information used in a meaningful way. She looks forward to standardizing work procedures and create a data directory for entity-relationship modeling. Yi-Wen is someone who thinks outside the box and MFour is certainly excited to announce her as one of the newest members of the team!

Topics: new hires, MFour careers, MFour hiring news, behavior driven research

MFour Hires an Accounting Specialist, a Fielding Specialist and a Quality Assurance Manager

Posted by MFour on Oct 7, 2019, 3:51:20 PM

Holly_Roman_Lindsay(L-R Holly, Roman, Lindsay)

MFour is happy to announce three new additions to the team!

Holly Freeman joins the MFour Finance team as an Accounting Specialist who’s primary focus will be on accounts receivable, accounts payable, and any other accounting functions that Jimmy and Brian throw her way. Holly has been working in the accounting profession in various capacities since 2013. She got her start in public sector taxation working for the Canada Revenue Agency where she quickly moved up the ranks as the junior-most staff member to be promoted to a senior resourcing position. She has since moved on to private sector accounting after moving to Southern California from the East Coast of Canada. In her free time, Holly is an avid runner who has completed 6 marathons and 30 half marathons to date. She is also a creative writer with several short stories published in different anthology collections.

Graduating from the University of California, Irvine with a Bachelor's degree in Psychology and Social Behavior, Lindsay Fawcett joins the MFour team as a Fielding Specialist, where she will work on fielding our surveys to consumers and ensuring quality data for MFour clients through thorough data scrubbing. She brings her experience as a Research Assistant where she focused on emotion and social behaviors by using primary qualitative data such as open-ended survey questions and in-person interviews. Last summer Lindsey volunteered in Nepal at a women-owned and operated farm in rural mountain villages and received an award for excellence from the Global Service Scholar Program. On her downtime, she loves reading fantasy and science fiction and having game nights with her friends.   

MFour is excited to announce Roman Balakin as our new Quality Assurance Manager. Roman holds a Bachelor of Science in Electrical Engineering from MAMI State University, Moscow, Russia, and Scrum Master Certificate form cPrime. Roman brings 4 years of QA manager experience and looks forward to building a rockstar QA team along with developing a robust automation test coverage. In his free time, Roman enjoys traveling the world with friends and embracing new cultures. He is also a Co-owner of a motorcycle repair and tuning studio that has been in effect for over 3 years.

Topics: MFour careers, MFour hiring news, behavior driven research, fielding, accounting

Improve customer surveys: 3 tips

Posted by Catherine Gutierrez on Sep 20, 2019, 1:11:44 PM

Improve customer surveys with three pro tips

The average US adult spends 2 hours 55 minutes a day on their phone.

About 90% of that time is spent in apps. So, why is market research still done online? An online customer survey in today's smartphone world is a beach in the dead of winter: cold, quiet, and deserted.

Consumers have migrated.

They're not waiting for a survey to hit their inbox. Right now, they're on a smartphone in an app, and sharing feedback with companies who are willing to listen to what they have to say. Want to reach them? Follow these tips:

Tip #1: Be timely

People are busy. 

Customer surveys are often irrelevant - taking place long after an event occurs. Today's consumer expects instant results. Our surveys should be the same and sent out within 24 hours of a purchase. Let's take an example:

Shelly goes to Walmart.

She has a grocery list. It doesn't include diet coke. She walks out with a case anyway. If you're Coca-Cola, you'd probably like to know what prompted her to buy a diet coke. Should this survey be sent next week?

No.

By the time next week rolls around, Shelly can't remember when, and maybe even why, she bought the coke. By sending Shelly a customer survey within 24 hours of her purchase, she remembers her shopping trip, any ads she may have seen, and can now retrace her path to purchase.

Tip #2: Get personal

It's happened to all of us.

You're called by a wrong name, or see your name misspelled. It's impersonal, and it sucks. The same can be said for sending blanket customer surveys. The average survey response rate is 33%. That's a pretty low number, and it's likely because we're taking a shotgun approach: trying to talk to everyone the same way, at the same time. 

Market research must evolve. We have the technology now to marry surveys and data. You can see who passed your location, what they bought, and why they didn't choose a competitor. Use that technology to get personal with your consumers. Segment them and reach out accordingly, and you're likely to see a big difference.

Tip #3: Make it easy

Meet consumers where they are.

If adults spend 90% of their phone time on an app, consider connecting there. You may want to look into using a mobile consumer panel to field your customer surveys. These are consumers who have opted in to share their opinion and are being paid to do so. They want to give input, and will allow you to see their online shopping and buying journeys.

As behaviors change, market research needs to adapt.

To be accurate and trustworthy, customer surveys must be fast, flexible and multi-faceted. The goal is to make it simple for consumers to provide reliable input you can use today to adjust advertising spend and ROI. See how companies like Walmart, Warner Bros. Pictures, and PepsiCo are adjusting their approach to customer surveys.

Topics: consumer research, consumer survey, consumer insights, mobile market research panel, customer survey,

MFour Hires a VP of Marketing and a Recruiting Coordinator

Posted by MFour on Aug 15, 2019, 4:23:00 PM

Topics: mfour expansion, MFour careers, MFour hiring news, behavior driven research

MFour Hires a DIY Specialist and a Survey Programming and Data Specialist

Posted by MFour on Aug 9, 2019, 9:42:21 AM

Derek_Fuller_Kengyu_Chen(L-R Derek, Ken)

MFour is proud to announce two new additions to the team!

A recent graduate from the University of California, Riverside, Derek Fuller joins the MFour operations team as a DIY Specialist. In his new role, Derek will handle the Live-Chat for the Operations Department and continue to identify and develop ways to expand the “self-help” tool in the application. Derek has valuable experience working in customer-facing roles where his interpersonal and problem-solving skills truly shine. Outside of the office, you can find Derek playing videos on his PC or honing his skills as a DJ.

MFour is also excited to announce that Ken Chen will become a valued member of Operations. Chen graduated from the University of California Los Angeles with a Bachelor’s Degree in Statistics and, using programming tools such as R and Python, Chen will be key in managing and overseeing the analysis of consumer data. He will also maintain internal quality control, manage data files, provide insight into new features, and set up surveys on MFour’s proprietary research platform.

Topics: new hires, mobile research, MFour careers, MFour hiring news

MFour Hires a Senior Engineer, an Operations Team Member and an Accounting Manager

Posted by MFour on Jun 27, 2019, 10:28:06 AM

My Post

(L-R Drew, Sally, Jimmy)

MFour is excited to announce three new hires to the team.

Drew Ostrowski joins the MFour team as a Senior Software Engineer focused on developing the back end infrastructure of the company’s proprietary algorithms. He will also be a key part of the modernization and decoupling of legacy software and building new technological components. Ostrowski brings a fluent understanding of the PHP language and a deep knowledge of system architecture and software development. Prior experience includes his achievements at INK, Verys and Driftek LLC, where he built an innovative lead generation marketing site for the financial industry. Ostrowski brings over ten years of experience to the team and holds a Bachelor’s Degree in Computer Science from California State University, Fullerton. Outside of the office he is a family man and movie enthusiast, being a key volunteer for the annual Newport Beach Film Festival.

MFour is also proud to add Sally Zhu to the Operations team, where she will support internal quality control systems and develop surveys for MFour’s innovative consumer research application, Surveys on the Go®. Multi-talented, Sally has valuable experience with scripting languages such as R, Python, and SQL, as well as knowledge into software like Stata, SPSS, Tableau, LaTeX and Excel. Previously, Zhu was influential in directing and coordinating activities at Citrus College, her first job after graduating from the University of California, Los Angeles with a Bachelor’s degree in Statistics.

Graduating from the University of California Irvine, Jimmy Sung has over ten years of public and private accounting experience, including time as an Accounting Manager at a global manufacturing company of nutraceutical products. Sung brings advanced accounting skills, ERP system implementations, and advanced Excel knowledge, and he will be directly assisting our CFO with budgets and forecasts for the future. He will also prepare monthly financial statements, oversee month end closing processes, lead the annual financial audit process, and manage vital treasury functions. In his free time, Sung likes to take impressive day hikes all across California, including Mt. Baldy, San Jacinto Peak, and more.

Topics: new hires, mobile research, mobile consumer panel, consumer data, MFour hiring news

MFour and RealityMine Partner to Launch Connected Consumer Data™

Posted by MFour on Jun 18, 2019, 9:20:44 AM

RealityMine, the leader in unique insights into the mobile and digital lives of consumers, and MFour Mobile Research, the leader in Behavior Driven Research™, today announced their partnership to launch Connected Consumer Data™.

The solution leverages MFour’s always on all-mobile consumer panel and RealityMine’s RealityMeter to provide clients with a single-source continuous data set that marries observed digital and location behavior with validated surveys. As a result, researchers will be able to draw insights about actual consumer actions, preferences and drivers.

“By adding best in class behavioral data collection technology to MFour’s always on all-mobile consumer panel, they are able to unlock key insights on the mobile, connected consumer,” said Chris Havemann, CEO of RealityMine. “Researchers and advertisers can now combine individual consumers’ digital and ecommerce activity along with their real-world store visits and in the moment survey responses to truly understand the omnichannel shopper.”

“Behavior driven research is where the market is going. RealityMine and MFour’s partnership is integral to making that a reality,” said Chris St. Hilaire, co-founder and CEO of MFour Mobile Research.

The Connected Consumer Data solution delivers a powerful single-source resource covering:

  1. Online Data to shed light on what actions consumers take on their smartphones.
  2. Offline Data to provide the physical, real-world location of where consumers are taking these actions.
  3. Event Triggered Surveys to identify and survey key panelists to find out the ‘why’ behind their observed actions.

The Connected Consumer Data solution delivers a robust feed of always-on behavior that marries key mobile activity—such as web browsing, app usage, shopping and streaming activity—to real-world location data to paint a vivid picture of consumers’ unencumbered actions, preferences and intent.

About RealityMine

RealityMine enables many of the world’s largest market research and media organizations to monitor real consumers on multiple devices, across all major platforms, revealing unique insights from real life consumer behavior. The firm’s RealityMeter can be deployed across Android, iOS and desktop platforms, and is deployed by leading panel owners and research clients across five continents. RealityMine is headquartered in Manchester, England with offices in London, New York and Sydney. For more information, visit realitymine.com.

About MFour

MFour is the original pioneer of Behavior Driven Research™, enabling major brands to understand consumer behavior and attitudes in the Smartphone Era. Its advanced, mobile-app research capabilities combined with its 2.5-million member, first-party U.S. panel delivers data and insights to decision makers needed to overcome challenges, seize opportunities, and achieve business success. The technology MFour creates and the consumer research services and consultation it provides embody an organizational culture and company philosophy focused on Quality, Consistency and Innovation. Learn more at https://mfour.com/.

Press Contacts                                                                                               

Heather Milt                                                                                      
+1 206 200 8207                                                                                
heather.milt@realitymine.com

Samuel Soto
+1 714 754 1234
ssoto@mfour.com

Topics: consumer data, connected consumers, first-party mobile consumer panel

MFour Hires a VP of Product and Two Senior Engineers

Posted by MFour on May 20, 2019, 10:16:48 AM

Elaina,Mehdi,Paul Blog(L-R Paul, Mehdi, Elaina)

MFour has hired Elaina O’ Mahoney as Vice President of Product, a new position, as well as Senior Engineers Mehdi Eskandari and Paul (Thuy) Nguyen.

O’Mahoney brings more than a decade of experience leading product teams in the tech sector, including serving as Vice President of Product Management for CareerBuilder's Software Suite of human resources recruitment technologies. At MFour she will focus on creating easy-to-use data products that power smart business decisions by leveraging the special capabilities made possible by  Surveys On The Go®, MFour’s advanced mobile-app research app, and the validated, first-party U.S. consumer panel that uses the app to participate in surveys and opted-in behavioral tracking. O’Mahoney holds a Bachelor's degree in Business Administration from Colorado State University and is working on a Master's in Business Administration at Maryville University. Apart from work, Elaina loves to travel and spend at-home time with family. 

Eskandari joins MFour as a Senior Software Engineer. His credentials over the past ten years include Senior Web Developer for finance company American Advisors Group and Software Developer for Dealer Solutions Group. Achievements included helping to create apps and APIs to improve user experiences. He holds a Bachelor’s degree in Computer Hardware Engineering from Azad University of Tehran. Eskandari’s tech activities also including publishing his own mobile apps, one of which was among the ten most-downloaded apps in Iran for 2014.

Nguyen, a Senior DevOps Engineer,  has more then 20 years’ experience as a System Administrator and a Senior System Engineer, including positions at Alfa Systems and Sony Network Entertainment. He earned a Master’s Degree in Computer Science from California State University, Long Beach, and also holds a Bachelor’s degree in Computer Science from the University of California, Irvine. Thuy is an accomplished landscape photographer who also enjoys ping pong, spectator sports and playing drums and guitar in a soft-rock and oldies band.

Welcome aboard to our three new hires. 

Topics: mobile research, mobile consumer panel, consumer data, MFour hiring news

MFour Wins Gold for Innovation of the Year

Posted by MFour on May 17, 2019, 4:52:55 PM

MFour Mobile Research, the recognized leader in GPS survey technology, mobile market research and consumer data, was awarded the American Business Awards highest honor, their Gold Stevie Award, for Innovation Of The Year for their Path-2-Purchase® Platform.MFour’s groundbreaking technology tracks the physical journey of consumers, with their consent, so brands and retailers can better understand their consumers’ journey.  And since the Path-2-Purchase® Platform is built on top of MFour’s Surveys On The Go® mobile app, these same consumers can be contacted automatically based on their behavior like entering or exiting a retail location.  This combination of observed behavioral data and survey data has been widely touted as the future of market research.

“It’s extremely satisfying to see all the effort and innovation that went into the development of our Path-2-Purchase® Platform be recognized,” said Chris St. Hilaire, MFour’s co-founder and CEO. St. Hilaire noted that their Path-2-Purchase® Platform enables clients to harvest first party opt-in location and survey data from more than 2 million pre-profiled mobile consumers whose buying journeys are tracked across 12.5 million U.S. locations, including all of the top 1,000 retailers.

MFour placed ahead of Comcast Business’s ActiveCore SDN platform and Pacific Life’s Claims Concierge and Beneficiary Services platform in their category.  Both Comcast Business and Pacific Life were awarded Bronze Stevie Awards in the same category.

The judges for the Stevie Awards had universal praise for MFour’s Path-2-Purchase® Platform.  “The more data companies know about their target consumer the better. Tracking more buyer behavior on smartphones is a great innovation,” said one of the awarding judges.  The universal praise by the American Business Awards’ judges has been equaled by the commercial adoption of MFour’s technology by corporations eager to understand their customer’s buying decision cycle.

Topics: Path-2-Purchase™ Platform, behavioral data, first-party mobile consumer panel, first-party data

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