MFour Mobile Market Research News and Updates

Amazon Prime Day Gave Bricks and Mortar Stores the Blues

Posted by MFour on Jul 19, 2018 9:28:17 AM

 Amazon's fourth annual "Prime Day" was a day to forget for major bricks-and-mortar retailers, including Walmart.

How do we know? All it took was a quick glance at the store-visit data on MFour's Path-2-Purchase™ Platform. There, platform users instantly see customer journeys to all locations of more than 1,000 retailers nationwide.

The data showed that visits to Walmarts sank to 90-day lows on July 16-17 – coinciding with the 36-hour Prime Day promotion in which Amazon Prime members enjoy the biggest discounts of the year. Walmart's foot traffic for Monday, July 16, was 12% lower than its Monday average over the previous three months, excluding the busy Monday of the long Memorial Day weekend.

Whether it's Prime Day or any other day, Path-2-Purchase™ is an unprecedented tool for consumer insights professionals to understand the journeys and motivations of validated, first-party consumers. Its core functions enable researchers to target, track and survey the most relevant consumers, and to append their historical visitation data to provide deep context to any study. Validation is another core value, based on observed location journeys, unique mobile device identifiers, and precise consumer profiles.

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Topics: market research, Path-2-Purchase™ Platform, consumer insights, retail

The News About Mobile: the News Is Mobile

Posted by MFour on Jul 18, 2018 7:00:00 AM
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Topics: consumer insights, mobile web, mobile optimized, mobile app research

6 Key Tips for Avoiding Data Fraud in Consumer Research

Posted by MFour on Jul 17, 2018 6:00:00 AM

Consumer insights professionals are always trying to help businesses stay on top of changes in the marketplace. What determines how we live as consumers? What drives changes in what we want, how we shop, and what we buy?

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Topics: mobile surveys, data quality, national retail federation, data fraud

How Did 7-Eleven Boost Traffic 53% in One Day?

Posted by MFour on Jul 13, 2018 7:00:00 AM

 

Serve free Slurpees, get 53% more customers.

That was the sweet deal for 7-Eleven in its annual July 11 Slurpee giveaway, in honor of July 11 being 7-11. We were able to quickly quantify this huge spike in nationwide store traffic because we track U.S. consumers’ shopping journeys 24-7 on our Path-2-Purchase™ Platform.

Platform users get location-visit data that’s updated daily, encompassing visits to 12.5 million commercially relevant locations nationwide, including all outlets of the top 1,000 U.S. retailers.

And here’s why it matters, using the 7-Eleven Day giveaway as an example.

  • What will happen in the days and weeks following 7-Eleven customers’ big Slurpee binge? Will the surge in traffic be nice and sticky, or will it melt away like a cup of ice in the summer heat? Answers are at your fingertips, because Path-2-Purchase™ is always on, providing an inexhaustible fountain of validated consumer-journey intelligence for everyone.
  • Did 7-Eleven’s free Slurpees peel away customers who typically go to a different store for cold drinks, gasoline, and other C-store sundries? You can identify other brands’ frequent visitors and see whether they defected to 7-Eleven on 7-11 to get that free refreshment. And you can keep tracking them as time goes on, to see whether it was a one-day stand, or whether they are now going steady with 7-Eleven.
  • What kinds of product giveaways would work for a different C-Store or for a Quick-Serve Restaurant? With Path-2-Purchase™ you can identify and target consumers who visited 7-Eleven on free Slurpee day, and send them a survey. Ask what they thought of 7-Eleven’s giveaway, and what kinds of items they’d go out of their way to get for free at another chain’s stores. 
  • Do the same kind of research around any retailer or brand’s major promotion, whether it’s daylong, weeklong, or monthlong.
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Topics: mobile research, mobile surveys, mobile targeting, Path-2-Purchase™ Platform, retail

Will the Trade War Kill Retail's Growth?

Posted by MFour on Jul 12, 2018 7:00:00 AM

 

Like everybody else, consumer insights professionals are waiting to see what’s in store for the U.S. retail market as new tariffs on imported goods kick in. But no matter what’s happening in global, national or regional economies, whether positive or negative, brands and researchers need to be plugged in to the best data streams they can access. In tense times for the economy, good, data-driven decision-making becomes all the more important.

In the case of the current tension over tariffs, the conditions businesses must respond to are changing literally by the day. Earlier this week, the National Retail Federation (NRF) had provided some baseline statistics reflecting conditions and key indicators as they had stood before the first round of tariff increases. Based on those, the NRF had predicted that we wouldn’t see significant declines in imports or retail revenues despite the tariffs, because of inelasticity in supply chains and consumer demand. 

“Retailers cannot easily or quickly change their global supply chains, so imports from China and elsewhere are expected to continue to grow for the foreseeable future,” Jonathan Gold, NRF Vice President for Supply Chain and Customs Policy, said in the release dated July 9. At retail checkouts and store aisles, he added, the tariffs “will mean higher prices for Americans rather than significant changes to international trade.”

But the NRF adopted a far more alarmed tone just a day later, when President Trump announced a much greater escalation in tariffs on products from China. 

"The threat to the U.S. economy is not a question of ‘if’ and more about ‘when’ and ‘how bad,’' the NRF said in response, in a press release headlined "Retailers Say New Tariffs Against China Will Boomerang Back to Harm U.S. Families and Workers."

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Topics: mobile research, market research, consumer insights, national retail federation, retail, mobile app research, tariffs

How To Visualize the Past, Present & Future of Consumer Journeys

Posted by MFour on Jul 11, 2018 7:00:00 AM

 

There’s an intriguing suggestion for consumer insights professionals in the July issue of Quirk’s Marketing Research Review: “Consider measuring the future to inform the present."

Research data that can accomplish this feat, we're told, can help brands “proactively change [consumers'] present behavior” in ways beneficial to future bottom lines.

Is this a suggestion that market research take cues from time-travel film scripts such as “Twelve Monkeys” and “The Time Machine?” Nope. It’s a piece of intriguing, out-of-the-box thinking from the Quirk’s article,“Going Beyond Self-Report,” by Jason Martuscello of BEESY, a marketing intelligence company grounded in behavioral science.

After getting our attention with his future-leaning vision of market research, the author makes it clear he’s talking about brands finding a way to influence today's consumers by asking about their expectations for tomorrow and beyond: “how they expect to feel” and where they “want to go.” Martuscello contrasts this eyes-forward approach with how “most research uses the past and present to passively predict future behavior.”

The article evenhandedly summarizes biases and limitations of self-report survey research, as well as biases and limitations of biometrics and other “new implicit [data] methodologies” that aim to supersede traditional surveys by probing for presumably more reliable non-conscious indicators of consumer sentiment.

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Topics: mobile market research, market research, path-2-purchase, consumer insights, surveys

How Data Wonks and Ad-Creative Teams Can Work Together for Success

Posted by MFour on Jul 10, 2018 9:00:00 AM

Advanced market research technology and the consumer insights it generates are keys to launching successful advertising campaigns, and Chief Marketing Officers who understand how data can inform creativity are driving disproportionately strong results for their companies.

A new report, “The Perfect Union: Unlocking the Next Wave of Growth by Unifying Creativity and Analytics,” bluntly separates marketers into those who eagerly embrace using data analytics to bolster ads’ creative content, and those who are staying on the sidelines. The full story is reported in Campaign, a global marketing and advertising publication.

Conducted by McKinsey and the Association of National Advertisers, the study divides marketers into three groups: “integrators" have learned how to incorporate data in their creative work; "isolators" think data is useful but tend not to weave it into the creative process; and "idlers" are not even exploring the possible interface between data and advertising creative.

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Topics: market research, Social Ad Testing, advertising research, social media

Christmas in July? For Consumer Insights Pros, it's Part of the Job

Posted by MFour on Jul 5, 2018 7:00:00 AM

If you’re a consumer insights professional for a brand or retailer, you’re probably getting ready to celebrate Christmas in July, although “celebrating” might not be quite the right word for it.

With so much revenue at stake during the holiday season, it’s smart to get an early jump on obtaining data that can give you an early read on consumers’ holiday spending inclinations and expectations. A baseline sense of their attitudes toward gift-shopping, travel and holiday parties could be the foundation for smart, data-informed thinking that will pay off during the year-end shopping crunch.

Those payoffs are potentially gigantic, so a few ounces of data-driven early preparation could reap a ton of success come the holidays. The National Retail Federation (NRF) reported that U.S. consumers spent $692 billion last November-December, not counting restaurants, gas stations and auto dealers. With that much money on the table, it’s worth your while to take a systematic, data-informed look ahead.

A wide range of retail categories historically have earned 20% or more of their annual revenues during November and December, according to the NRF. They includes jewelry stores, department stores, discount department stores, electronics and appliance retailers, clothing and shoe stores, sporting goods stores, hobby shops, book stores and music stores.

Here are examples of early-insights holiday research projects that might be worth exploring:

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Topics: market research, consumer insights, Christmas shopping, holiday retail

MFour Joins DPAA, the Leadership Hub of the Digital OOH Industry

Posted by MFour on Jul 3, 2018 7:00:00 AM

 

MFour is delighted to be the newest member of DPAA (Digital Place Based Advertising Association), a global organization that provides leadership for the Digital Out of Home industry, serving as a nexus for information, marketing, and connections and collaborations. 

"MFour…is at the heart of why advertising on digital out-of-home media is growing so rapidly,” said Barry Frey, DPAA President and CEO.

“What we can do is extremely helpful to digital out-of-home advertisers and others in the OOH space,” added Chris St. Hilaire, MFour’s CEO and co-founder. “We are honored to be joining DPAA, and look forward to sharing what we’ve learned with our fellow members.”

To read the DPAA’s full announcement, click here.

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Topics: market research, consumer insights, advertising research, OOH, ad measurement, digital advertising, out of home advertising

Census Trends Spell Bad News for Online Market Research

Posted by MFour on Jun 28, 2018 6:00:00 AM

Are you one of the many marketing and consumer insights professionals who have doubts whether they're getting good, representative data needed to understand Hispanics, African Americans, Millennials and Gen Z? Here's something new from the U.S. Census Bureau that shows how urgent it is that you stop subscribing to the common belief that certain groups are just "hard to reach."

“Population Continues To Become More Diverse,” is one of the section headlines in a new Census Bureau report that updates the U.S. population count and its demographic makeup.

The report spells more trouble for brands that can't get on top of understanding Hispanics, African Americans, and the Millennial and Gen Z generations that are the most diverse in U.S. history.

The reason they seem "hard to reach" is straightforward: Hispanics, African Americans, Millennials and Gen Z all have a strong preference for their smartphones over desktops and laptops when it comes to accessing, creating and sharing information. Research that doesn't get the mobile dimension right will inevitably suffer a data disconnect that you simply can no longer afford.  

These key figures from the new Census Bureau estimates tell the story:

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Topics: african americans, millennials, market research, Gen Z, sample quality, hispanic consumers

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