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How To Fight Recall Bias in Consumer Insights

Posted by MFour on Apr 24, 2018 9:50:25 AM

 It’s often said that memories make life worth living. But in consumer insights, too often they make life a headache.

Yes, we’re talking about recall bias, which is the error that occurs when survey respondents give answers based on faulty recall. It’s a harsh reality that while memories are made to be cherished, the reason we cherish them is because they are so easily lost. And in market research, data infected by recall bias compromises everything.

As the authors of a 2017 scholarly study examining recall bias put it, “simple…recall questions generate large measurement errors.” The study focused on a survey by the Canadian government in which respondents were asked how much they had spent on food over the previous four weeks. The answers consistently underestimated actual expenditures, compared to data from subsequent diary studies involving the very same respondents (the authors noted that the diary phase was considered more reliable, but had accuracy problems of its own because of data-distorting factors such as respondents growing tired of having to record expenses each day).

The good news is there’s now an almost surefire remedy for recall bias in consumer research. But first, let’s dig a bit deeper into the problem, by asking you to take a very quick survey.

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Topics: geolocation, Path-2-Purchase™ Platform, consumer insights

MFour Adds 3 Experienced Pros in Sales and Research Operations

Posted by MFour on Apr 19, 2018 9:30:00 AM


Sarah Chung, Jim Timony and Joan Martinez (L-R)

MFour welcomes three new employees who together bring more than 60 years of experience to its Sales and Operations teams.

In Sales, veteran market research executive Jim Timony joins as a Senior Solutions Executive, and Sarah Chung as Solutions Executive. Joan Martinez has joined the Operations team as a Senior Research Consultant.

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Topics: mike boehm, mobile research, mobile targeting, mike bohemia, Path-2-Purchase™ Platform, consumer insights

How To Pluck Insights from the Data Haystack 

Posted by MFour on Apr 17, 2018 9:42:00 AM


What if the expression, “find a needle in a haystack,” were an actual job description? Chances are there wouldn’t be many applicants. 

In our era of Big Data (an unprecedented information haystack that might as well be infinite), the consumer insights profession has been trying to figure out how to fit in. Is traditional, survey-based research at risk of being perceived as less relevant, or even outdated, in the face of so many bytes of digital information collected from customers?

The issues are well-framed in "How Customer Insight Can Be a Powerful Business Partner,” a recent article by authors from Boston Consulting Group’s Center for Customer Insight, in partnership with Cambiar and the Yale School of Management’s Center for Customer Insights. These passages really stood out (the italics are ours):

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Topics: Path-2-Purchase™ Platform

Here's Why Respondents Drop  "Mobile First" Surveys

Posted by MFour on Apr 12, 2018 10:10:00 AM


Mobile survey engagement is won or lost in a fraction of a second – a time span shorter than it takes to say “mobile survey engagement.” 

The time span we’re talking about is the gap that occurs between screen taps as a respondent proceeds through a smartphone survey.

The questionnaire that hesitates for just a third of a second or more is lost, according to research from Google.

"Mobile first” or “mobile optimized” surveys will regularly fail the speed test. The user experience starts badly due to slow load times, and goes downhill from there. Engagement erodes, and data quality erodes with it. And its likely that these frustrated consumer won't want to take any more surveys, exacerbating the panel recruitment problem that already plagues online research. The solution is to reach mobile consumers offline via a smartphone app.

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Topics: mobile research, mobile apps, Path-2-Purchase™ Platform

What’s Wrong with this Survey?

Posted by MFour on Apr 11, 2018 9:55:28 AM

Pictured: Path-2-Purchase™ Platform dashboard

Below is a hypothetical customer satisfaction survey for a casual dining restaurant chain. It looks like a lot of standard surveys that are regularly fielded, but in fact the design is woefully outdated. We’ll tell you why, and what you can do about it.

First, take a look and ask yourself which questions you wish you could replace or eliminate, because you know the data will be compromised by recall bias and other issues that beset stated response questionnaires.

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Topics: mobile surveys, path-2-purchase, Path-2-Purchase™ Platform

Understand Consumer Journeys on Path-2-Purchase™ Platform

Posted by MFour on Apr 3, 2018 10:09:53 AM


It's a breakthrough moment for consumer insights: for the first time, there's a one stop shop where you'll obtain observed behavioral data in combination with active, first-party survey data from real, validated consumers.

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Topics: mobile market research, path to purchase, path-2-purchase

Under Pressure? Here’s What To Do When Your Stakeholders Won’t Wait.

Posted by admin on Mar 22, 2018 1:12:31 PM


The growth of eCommerce isn’t abating: the U.S. Census Bureau reports that online purchases rose 16% in 2017, reaching $453.5 billion and topping the 15.1% gain seen in 2016. The need to obtain and act upon consumer data at breakneck speed isn’t abating, either.

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Topics: MFour Blog

MFour Adds Two New Team Members in Research Operations

Posted by admin on Mar 8, 2018 10:42:16 AM

Pictured: Jin Hong (L) and Taylor Manning

MFour has added two new Operations team members who’ll ensure outstanding project execution and top data quality for clients, including adopters of the new Path-2-Purchase™ Platform and its unprecedented segmenting capabilities.

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Topics: MFour Blog

How To Play on the DIY Research Dream Team

Posted by admin on Feb 28, 2018 10:45:22 AM


Consumer insights pros have lots of DIY options, but MFourDIY® is the one that lets you show how much game you’ve really got. Here’s why:

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Topics: MFour Blog

Which Businesses Are Bullish On Growth?

Posted by admin on Feb 20, 2018 9:12:22 AM


What’s the best price for a product? Which packaging will attract shoppers? What’s the best placement in a store aisle or shelf? Is a new menu item or special offer drawing customers into a restaurant? Questions like these demand fast data to drive quick insights that can help boost revenues ASAP. They’re the kinds of challenges consumer insights professionals are tackling every day.

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Topics: MFour Blog

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