Mobile News Mix

How Coronavirus Infected 38% of Consumer Traffic to Airports

Posted by Catherine Gutierrez on Feb 21, 2020 5:06:33 PM

Consumer spending impacted by Coronavirus

Coronavirus is a consumervirus.

It’s as deadly to the economy, as it is to people.

In less than two months, COVID-191 has ravaged the U.S. economy, savagly infecting consumer behavior as it spreads around the world. And, according to Oxford Economics, it’s estimated the virus will likely lead to $1 trillion in global losses2 before it’s stopped.

Here’s why that matters.

Consumer spending in the U.S. accounts for about 70%3 of the economy. That’s a massive amount of balance precariously placed on the health of consumer behavior. Any move in the wrong direction, and we find ourselves in a very painful predicament.

Our economy depends on China. A lot.

The U.S. supply chain is very closely tied to China. And the American Chamber of Commerce in Shanghai has found that 78% of American companies don’t have enough staff to resume full production4. Nearly half said the shutdowns are impacting their global supply chains.

On Feb. 1, Apple closed all of its retail stores, and offices in China 5.

The impact on consumerism is clear, especially in technology. China makes roughly half of the world’s LCD panels for TVs, laptops, and computer monitors. Its economic impact6 is expected The longer Coronavirus is in play, the greater the impact will be.to be worse than:

  • 2003 outbreak of SARS
  • 2011 Fukushima nuclear disaster
  • 2011 Thailand floods

What we found in researching consumers

Coronavirus is responsible for a 38% drop in U.S. consumer behavior.

In early January, the first death7 linked to COVID-19 was reported. Consumers took notice. Two weeks later, MFour traced its consumer panel’s visitation to the top 10 U.S. airports. Using the market research app, Surveys On The Go®, the company found a 38% decline in airport visits. The drop correlates to the first reported Coronavirus case in the U.S8.

The behavioral data tells us travel was much more impacted than what was stated in the surveys we ran. This is why watching what consumers do is more important than just surveying. As we tracked people, we saw up to a 38% dip in travel, compared to the 23% that was stated in surveys. That’s a 15% shift in behavior, observed by tracking their locations.

For a full copy of the Research Reports click here to contact MFour.

References:

  1. https://www.cdc.gov/coronavirus/2019-ncov/faq.html
  2. https://www.oxfordeconomics.com/my-oxford/publications/537166
  3. https://fivethirtyeight.blogs.nytimes.com/2010/09/19/consumer-spending-and-the-economy/
  4. https://www.amcham-shanghai.org/en/article/supply-chains-and-factory-openings-amcham-shanghai-mini-survey
  5. https://qz.com/1800540/how-coronavirus-is-upending-the-tech-industrys-supply-chain/
  6. https://www.wsj.com/articles/commentary-supply-chain-risks-from-the-coronavirus-demand-immediate-action-11582054704
  7. https://apnews.com/c0e87e089a89fa5579e1c63acded7d46
  8. https://www.cdc.gov/media/releases/2020/p0121-novel-coronavirus-travel-case.html

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

Welcome MFour's Newest Additions!

Posted by MFour on Feb 5, 2020 2:59:39 PM

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(L-R Sharon, Justin, Jack, Carmen)

MFour is excited to announce Sharon Leynes as our latest Senior Research Consultant. She brings 15 years of market research experience in managing and designing custom research studies within various sectors, including automotive, telecommunications, retail, entertainment, hospitality, and medical devices. In addition to her start at a full-service market research company, her recent experience at Johnson & Johnson, The Walt Disney Company, and Kelley Blue Book, has enabled her to design studies which closely align with corporate/marketing strategies. Sharon holds a Bachelor's degree in Business Administration from San Francisco State University. When she’s not in the office, Sharon enjoys spending time with her family and dog. You might find her on a local bike path, catching a play or even in the stands of a baseball game.

Graduating from the University of California, Santa Barbara with a Bachelor’s degree in Sociology, Justin Hadaegh joins the sales team as a Solutions Development Representative. In his role, Justin will work on building our sales teams pipeline through consistent outreach, both through calling and emailing. Justin looks forward to bringing his verbal communication skills, work ethic, past sales experience, and his passion for creating new relationships to his new role here. When he’s not in the office, soccer is one of his biggest passions and he plays any chance he gets.

Jack Felich joins the sales team as our newest Senior Solutions Representative. In his role, he will be responsible for generating new leads, building a qualified pipeline, and overall helping drive sales and facilitating the growth of our business. He looks forward to helping others achieve results and to grow our business, and becoming an industry expert in market research. Jack brings over 3 years of sales experience where he was recognized as a top sales performer at his previous employer. Jack holds a Bachelor's Degree in History and Business Administration from University of California, Riverside. In his free time, he is passionate about fitness, finance, sports, and helping others.

Carmen Pham joins the operations team as a Senior Specialist - Fielding. In her new role, she will be helping internal teams assess feasibility for sampling and also ensuring quality data collection. She looks forward to helping improve process documentation and training. She brings a solid understanding of the project process, research methodologies, and what it takes to ensure quality data. Carmen holds a Bachelor’s degree in Business Administration from Cal State Fullerton. When she is not in the office, Carmen is a self-described “foodie” and she even has an Instagram devoted to trying new foods.

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

2,500 millennials, 209 survey questions, here are the results.

Posted by Troy Harrington on Jan 24, 2020 1:25:04 PM

Millennials (currently 24-39) have tremendous purchasing power… 

As a millennial myself, I know the stereotypes first-hand. 

They downplay the purchasing power of this generation. In other words, we’re not all eating avocado toast, watching reruns of The Office, making meme’s in our parents’ basements, ordering $12 cold brew delivery online, and playing with fidget spinners… 

Although sure, some of us are.

To better understand millennial consumer behavior in 2020 for multiple categories, our client Roth Capital conducted a proprietary survey using MFour Mobile Research. 

This is actually their eighth annual millennial survey, which looks at spending patterns, data trends, as well as top brands across major consumer categories including apparel, home furnishings, health, beverages, healthy snacks, and even cannabis. This in-depth 209 questionnaire was completed by 2,500 U.S. millenial men and women. 

While, the meat and potatoes of the insights are kept for their own use, here are 10 surface-level statistics that they were comfortable with us sharing publicly...

  • 73% of millennials are Amazon Prime members.
  • 53% of millennials will pay 10% or more for socially responsible brands.
  • 47% are more likely to purchase digitally native brands that begin in-store. 
  • 74% of millennials own either a Yeti, HydroFlask, or Contigo reusable water bottle.
  • 47% of millennials buy second hand items for sustainability and affordability reasons.
  • 63% of millennials who buy online prefer to make returns in-store, and then 76% of those who return stay and shop after making an in-store return.
  • Dollar Shave Club is the most used subscription, followed by Chewy, then Target.
  • While millennials prefer traditional mattresses, Purple is more popular than Casper.
  • Nike is the favorite brand in multiple categories including activewear, outdoor apparel, outdoor footwear, fashion footwear and climbing. Followed by Under Armour, The North Face, Adidas, Timberland, Vans, and Black Diamond.

It’s time to take millennial consumers seriously. 

David Bain, managing director, senior research analyst at Roth Capital Partners summarized it well when he said “Millennials will make up nearly three-quarters of the workforce by 2025 and are rapidly redefining consumer patterns … [The] study of millennial consumer behavior and preferences is an essential factor to projecting business earnings…” 

At MFour, we over-index on under-represented consumers such as millennials, Gen Z, Hispanics, and African-Americans, so you can get the accurate representation you need.

If you want to understand your millennial consumers, let's chat

Topics: MFour Mobile Research, mobile insights, millennials

How cash motivates 50% response rates for surveys

Posted by Catherine Gutierrez on Jan 23, 2020 10:38:01 AM

2-1 Ratio-Unsplash-1

Have you seen the article?

Surveys On The Go® is the #2 side hustle app for consumers.

That's why we get 50% completes on your surveys. They're paid cash for their input. And they're only too happy to give you photos and videos of their feedback on your brand.

Got a brand question? Our consumer panel will answer it.

And it only gets better.

Surveys On The Go® is now the nation's largest consumer panel. With that big of a panel, and a 50% return on your completes, there isn't a survey or a data project, we can't help you with.

So, why not try it out?

In many cases, we turn around research in less than 24 hours.

That’s accurate, validated consumer data - in a day.

And because we use an app, the feedback is in real-time. Your consumers are responding to surveys while they’re still experiencing your brand. It doesn’t get any better than that: freshly sourced data - straight from their smartphone.

So, if you’re asking:

  • How can we better meet buyers’ needs?
  • What do buyers think of the brand/product?
  • What’s the market look like for the brand/product?

Get the answers.

We’ll deliver the data you need. Contact us.

Topics: consumer research, consumer survey, consumer insights, mobile data, mobile consumers, mobile market research panel

Mobile Panel = 50% Lift in Sales

Posted by Catherine Gutierrez on Jan 22, 2020 3:44:55 PM

USIM just won the Programmatic Agency of the Year Award.

Their data was powered by MFour. The award is for targeting active and prospective retail customers: something that was previously not possible in mass media.

And the targeting is working. The data has generated sales lifts averaging 10% to 15% — and as much as 50% — over normal targeted local TV advertising buys.

It all started when Rob Jayson, USIM Executive Vice President-Insights & Analytics, stumbled upon MFour's unique platform. Capable of providing an opt-in panel of mobile users, MFour gave Rob a way to track devices for media research purposes. He was intrigued.

MFour has nearly three million users, making its sample both big enough and stable enough to be used as a building block for refined analyses. So, USIM decided to use MFour's panel to create a geo-targeting methodology dubbed PureView. That allowed the firm to effectively create custom trading areas based on the actual travel patterns of its retail clients’ customers.

“The end result is a much more efficient deployment of programmatic and OTT and other media we can buy with geo tags that is much more efficient in driving traffic to stores,” Jayson explained when MediaPost first wrote about the innovation early last year.

For more information on the article, please view the original post, published by MediaPost.

 

 

Topics: MFour Mobile Research, mobile market research panel, market research needs

Starting the New Year with New Team Members!

Posted by MFour on Jan 9, 2020 10:50:34 AM

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(L-R Juan, Chris, Cheryl, Vanchhit)

MFour is proud to add Juan Toscano to the operations team, where he will setup and manage surveys on MFour’s research platform. In his role, he will ensure the highest quality is being met for the data the MFour collects, and he will manage and track projects astutely to ensure clients request are being fulfilled. Juan brings several years of market research experience where he led teams conducting phone interviews. Juan has extensive knowledge of MS Office Suite, Adobe Creative Suite and has the ability to learn new software easily and intuitively. Juan holds an Associate’s Degree in Liberal Arts from Cypress College. In his free time, he enjoys working on landscape and perfecting his travel photography skills. 

Chris Gimenez joins our sales team as our newest Solutions Executive. He brings over 7 years of sales experience and looks forward to landing accounts and using data-driven approaches to selling and finding new clients. In his previous roles, Chris has constantly exceeded sales goals by utilizing a consultative sales approach when meeting with new and existing customers. He holds a degree in Economics from California State University. In his free time, Chris likes to snowboard and be in the mountains. In the warmer months, he likes to wakeboard and spend time at the river. He also loves the NBA and NFL and is a fan of the Lakers and the Patriots.

MFour is proud to announce Cheryl Aday as our new Senior Product Manager. We are certainly lucky to have Cheryl as she brings a deep understanding of data analysis and experimental design to our team. In her previous roles, Cheryl has managed more than 40 projects in mobile, web, desktop and IoT projects for small-to-medium size businesses and startups using Scrum, Kanban, and waterfall. She also brings strong writing skills and has a Masters in Professional Writing from the University of Southern California. In her free time, Cheryl enjoys her passion for board games and was even previously co-founder of the LA Board Games group.

MFour is excited to announce Vanchhit Khare as our new Salesforce Administrator. Vanchhit holds a Bachelor degree in Electronics and Communications from Amity University Rajasthan and a Masters in Computer Science from California State University, Fullerton. He brings more than 3 years of experience in the field and always loves to explore new features of Salesforce and trying to establish a rich UI experience for the MFour users. When he’s not in the office, he enjoys taking photographs and trying new recipes. He is also currently learning about music and how music influences our experience.

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

What does "active" panel mean?

Posted by Catherine Gutierrez on Dec 9, 2019 6:19:00 PM

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Hint: Size isn't everything. Panel performance is.

When it comes to market research, we look at panel size for feasibility.

Right?

Wrong. What we want are the right people to take our surveys. See, what matters most when we're trying to conduct research is reaching our target audience. We want to know the number of completes we're going to get. 

I'll show you what I mean. 

Say you engage with a vendor who has a panel of 10 million people. They’re going to have a great response rate. Right? Not so fast. This panel only gets a 1% response rate.

10,000,000 x .5% = 50,000.

Uh oh.

That’s pretty small.

And it means that size isn't everything. Activity is.

So what is an active panelist? The AAPOR defines an active panelist as having participated in at least one survey or updated his/her profile in the last year. As such, panel size depends greatly on the status of a member.

This means that when it comes to panel size, consumer engagement is what counts. That's why the days of online panel groups are numbered (read the eBook) and why mobile research is where the value is. The secret is to work with a panel who wants to give you feedback, not a consumer who thinks they're ignoring email spam.

See, consumers who want to take your survey, and are incentivized to do so – they engage and become active.

That engagement can mean 100,000 completes or more.

Surveys On The Go®,  the nation's largest, first-party consumer panel, pays people to take surveys. These are consumers you need. They're representative and engaged, because they are paid to be.  Surveys On The Go® is a market research app, so we see where consumers shop, what phones they own, and what they do on their phones.

Look at who's in the app:

Our Highly-Representative, Validated, All-Mobile Consumer Panel

And they're ready to give you data. To the tune of 50% completes in under 24 hours of sending a survey.

You’re a lot more likely to reach the completes you need with an engaged panel. So, the next time you’re getting ready to field a survey, think about who you want to reach. Do you want a representative sample?

Surveys On The Go® is the largest, first-party panel in the US. The surveys are sent directly to the app on their phones. And because consumers are paid cash to share their data, they are happy to do so. Clients get a representative sample. Consumers get cash.

Everyone wins.

To learn more about our consumer panel, or see where they're shopping right now, visit our path to purchase page: www.mfour.com/consumer-panel

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

Welcome MFour's Newest Additions!

Posted by MFour on Dec 9, 2019 5:12:00 PM

Brandon PicBrittany PicT PictureTroy Pic
(L-R Brandon, Brittany, Theresa, Troy)
Brandon Bishop joins the MFour Sales team as a Solutions Development Representative who will act as the first point of contact when speaking to clients, as well as, conduct outreach to secure meetings for our sales team. He looks forward to supporting the solutions executives by maintaining client communication, feasibility, and pricing requests, and any additional work needed from him. In his previous sales roles, Brandon has shown his work ethic and determination by continuously hitting his sales quota and always supporting his team's daily needs. Brandon holds a Bachelor’s degree in Business Administration from the University of California, Riverside and an MBA in International Business from the EU Business School in Geneva, Switzerland. When he’s not in the office, he enjoys spending his weekends watching football with his friends and spending time at the beach when the weather is nice.

MFour is also excited to announce Brittany Hanna as a valued member of the operations team as a Senior Project Manager. In her new role, she will be leading projects through the various phases, ensuring timing and client objectives are always being met. She brings 5 years of Market Research experience where she understands the research process and will be able to communicate the different processes to various teams and clients, which will lead to a seamless workflow and satisfying client relationships. Brittany holds a degree in Communications Studies and a Masters degree in Health & Strategic Communications from Chapman University. When she’s not in the office, Brittany teaches yoga, DJs for events and enjoys all things Halloween related. 

Theresa Bui joins MFour’s operations team with a degree in Psychology from the University of San Francisco and a Masters's degree in Applied Psychology from the University of Southern California. In her role, she will program surveys on MFour research platform, manage and analyze survey datasets, perform quality checks, and provide feedback for potential improvements. Theresa brings valuable experience working with SPSS, Qualtrics and all Microsoft applications. We are lucky to have someone like her who values organization and attention to detail. Theresa is a big foodie and loves eating, cooking, and baking whenever she has the time. She is also passionate about music where some of her favorite genres are EDM, alternative, and indie music. 

Troy Harrington joins the MFour team as our new Senior Digital Marketing Manager where he will be leading strategy and execution of all digital marketing. He has spent the last 8 years building highly-successful digital marketing strategies leading teams at small businesses, start-ups, agencies, and large global technology companies. He is excited to use his years of experience to optimize media performance based on trends and insights. Troy has 17 certifications in marketing, copywriting, web development and media buying, as well as a Bachelor of Science in Marketing from California State University, Long Beach. When he’s not in the office, Troy likes to spend time with his wife and 1-year-old baby and cheer for his favorite football team, the Lions. 

 

Topics: new hires, MFour Blog, market research

Ad effectiveness: 5 mistakes to avoid at campaign launch

Posted by MFour on Dec 2, 2019 8:00:00 AM

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Marketing departments are strapped for time. They also struggle to measure the impact of the great work they do. 

We feel you. Especially when it comes to measuring ad effectiveness before launching a campaign. It’s a crucial step. Here are 5 mistakes to avoid when it's time to launch the campaign: 

  1. “We just don’t have time for testing. Run it!”
  2. “Trust me, I know exactly what I’m doing. You’ll see.”
  3. “We already tested these ads by asking around the office, people love it.”
  4. “There’s no going back now, we’ve already invested too much in this campaign.”
  5. “These ads aren’t something you can easily measure since they’re in video format.”

Fact is, the companies that measure ad effectiveness pre-launch and on-launch gain valuable insights. The feedback allows them to tweak (or fully pivot) to maximize their results.

With MFour, you can measure out-of-home ads and measure social media ads in one place.

Think of ad test as an insurance policy. 

If the test goes well, awesome. If it doesn’t - well, thank goodness you tested first. Right? Because if the test goes badly, then you just saved your ad budget from getting dinged by several millions of dollars. Cue the music, you’re now a hero!

So, will you measure your ads before your next campaign?

Topics: mfour, ad measurement, ad effectiveness, campaign launch

3 major benefits of a diary study

Posted by MFour on Nov 25, 2019 8:00:00 AM

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Diary studies can help you dig deep into hidden details. 

Since diary studies are extremely immersive, they tend to yield insights that can’t be found by using other “one-and-done” popular market research methods.

Here are 3 major benefits of conducting a diary study:

  1. They allow you to test the repeated use of a product or service.

    For a product or service that is consumed over a period of time, it makes sense to measure the consumer experience over time as well. This is especially true as that experience may very well be quite different from the first time a product is used versus the tenth time.

  2. Participants are in a natural environment for product consumption.

    As market researchers, we’re always trying to reduce the amount of influence on participants for our research. Diary studies have the unique advantage to provide unfiltered consumer insights for two reasons:
     
    1. They’re in a situation where they’d normally consume your product.
    2. Participants aren’t being influenced by a moderator and don’t feel like they’re being watched or swayed in one way or another. This is true even if you’re asking for photos and videos of their consumption. It’s done on their own time, and not monitored.

  3. Participant are not subject to recall bias.

    Recall bias can wreak substantial havoc on the outcome of research. Fortunately, participants in a diary study are recording their actual actions in-the-moment and not just trying to remember what they thought about previously.

At the end of the day, the best part about a diary study is that it lets you feel like you are actually “walking a mile” in your consumer’s shoes. Learn all about it in our Definitive Guide to Diary Studies.

Topics: mfour, mobile, market research, behavior driven research, diary study, study

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