Mobile News Mix

Use These 3 Easy Tools To Make Sense of Connected Consumers' Complex Shopping Journeys

Posted by MFour on Mar 7, 2019 6:00:00 AM

Thanks to smartphones' impact on shopping behavior, today's purchase paths are markedly more complex than the traditional model that sufficed before the world became mobile and consumers became continuously connected to it.

A recent report from Digiday illustrates how complex retail shopping is becoming. The article focuses on the proliferation of dynamic pricing, which has introduced a new level of uncertainty, ephemerality and risk to attempts to adjust prices to maximize revenue and market share.  

“The notion of `everyday low prices,’ trumpeted by retailers like Walmart and Target, is being turned on its head,” writes Digiday reporter Suman Bhattacharyya. “In its place, pricing algorithms spit out different figures based on factors that could include time of day, demand, location, competition, and customer buying patterns.” For example, someone using a retailer's app to search for products might see different prices than a shopper in the same retailer’s brick and mortar stores.

The article says that Amazon's algorithm-driven powers of flexible pricing have prompted competitors to introduce dynamic pricing strategies of their own. But there are pitfalls: “While retailers recognize that dynamic pricing is necessary to stay competitive, it comes with the risk of undermining customer trust due to perceptions of price gouging or price discrimination.”

As consumer reality becomes more complex and difficult to pin down in this era of constant consumer connection, a first-party mobile consumer panel whose validated, demographically profiled members can be observed as well as surveyed will bring much-needed stability, reliability and utility to market research. Here are a few examples:

  • You can use always-on behavioral data that doubly opted-in mobile consumer panel members authorize MFour to collect, whether it's to focus on their physical journeys in-the-moment, or track them or over weeks and months for insights into their visitation patterns.
  • Combining observed location visits with event-triggered surveys lets you communicate with validated shoppers while they’re still in a store, or just after they’ve left. You’ll collect feedback at the Point-of-Emotion®, avoiding the gaps in time between store experience and data collection that allow recall bias to seep in.
  • Identify shoppers by the mobile apps they use, allowing you to target surveys to them with 100% accuracy. Ask about their experiences with the app itself, or use mobile app tracking as an identification tool for targeting digital shoppers whose app use validates their interest in the brand.

But remember: no research technology will help you understand connected consumers if your participants are not fully engaged, representative and validated as accurately-profiled real people. 

Neither observed data nor survey data will yield quality insights if you’re not observing and surveying the people who are most  relevant to the business problem at hand. It may sound counterintuitive, but the solution for understanding a world that presents consumers with complex, multi-channel opportunities to shop and be influenced is to activate research that springs from a single source: an all-mobile panel, organized around a standard-setting mobile research app. Only a demographically diverse market research panel that's consistent with today's always-on, app-dominated information flow can provide the validated representation and proven engagement you need to observe, survey and understand. 

Topics: consumer data, purchase path, always-on data, connected consumers

What Does Digital Advertising Need Most? Effectiveness Metrics from a Mobile Consumer Panel

Posted by MFour on Feb 28, 2019 8:00:00 AM

Digital is dominating the advertising industry, and ad effectiveness measurement with an all-mobile consumer panel gathered around a mobile market research app is the necessary solution for understanding how well $129 billion in projected 2019 spending is performing as brands try to influence smartphone-centric consumers.

eMarketer predicts 2019 will be the milestone year in which U.S. advertisers for the first time spend more on digital ads ($129 billion) than on television, radio and all other “traditional” advertising channels combined ($109 billion) as they seek to exert influence all along the purchase path. Mobile digital ads will account for $87 billion – 67% of all digital spending, and 36% of all ad-spend dollars across all channels.

It goes without saying that documenting the effectiveness of all those digital advertising dollars is a crucial job for market research. But that task has been deeply problematic, with standard  measurement methods unable to collect reliable metrics in the digital realm. With that in mind, MFour recently announced a comprehensive solution driven by feedback from validated digital ad recipients from the 2.5 million member, all-mobile U.S. consumer panel that uses the Surveys On The Go® mobile market research app.

As Chris St. Hilaire, MFour’s co-founder and CEO has framed it, “until now, digital ad measurement has been directional at best, focused on desktops rather than smartphones despite consumers' massive shift to mobile. Brands are shifting ad spend to mobile because they know that’s where consumers are. Digital Brand Studies don't just guess. They provide accurate, validated metrics. Measuring ad effectiveness doesn’t have to be like reading tea leaves any more.”

For more on Digital Brand Studies, just click here.

 

Topics: mobile market research, digital advertising, mobile consumer panel, Digital Brand Studies, market research panel

5 Key Questions To Ask Consumer Panel Vendors

Posted by MFour on Feb 26, 2019 8:00:00 AM

Here are five intensely important questions to ask when you’re deciding how to do consumer market research in today’s always-on data environment.

  • How can I get data I can trust, from a consumer panel that’s worth trusting?
  • Given the drastic changes in consumers’ purchase paths, how can I identify all the key touchpoints to collect market research data when and where it truly matters?
  • When confronted with Big Data and its sources, how can I tell what’s gold from what’s fool’s gold?
  • How can I get research projects done fast enough to satisfy my clients or stakeholders?
  • With so many providers launching so many products, how can I tell which ones really work?

Now here are five simple responses that will point you toward the answers. 

Related: Market Research for Consumer Products

Trusting the consumer panel/trusting the data:

  • Just ask specific questions about where your data is coming from. If the answer is not clear and simple, look elsewhere. Recruiting a quality, representative market research panel is widely seen as a Herculean task. MFour’s solution is simple: people love their phones. They especially love using apps on their phones. Partner with a mobile market research provider who has a great market research app that attracts a quality, reliable engaged first-party all-mobile consumer panel.  MFour’s app, Surveys On The Go® (SOTG) has been proving its mettle since 2011 and has attracted more than 2.5 million U.S. users. They’ve validated their engagement by giving SOTG a 4.5-star rating on both the Apple and Google app-download sites.

Staying in touch with changing consumer purchase paths:

  • It’s a long and winding road that leads consumers to your door, and today that door is often a retail website or a brand’s app instead of, or in addition to, the door to a physical store. The common denominator is the smartphone, which consumers use to go online and keep in their hands, pockets or handbags when they’re offline.

The online/offline distinction is becoming less clear because there’s so much toggling back and forth, as in checking prices on the web while shopping in a brick-and-mortar store. You need to find research tools and products that can take you everywhere there’s relevant, insights-rich data. It may be online or offline, it may be observational or survey-based, it may be event-triggered or not specific to a moment or a place. But it has to be always on, and it has to take you everywhere your consumers are going along the new purchase paths their smartphones are carving for them.

Big Data Tsunami

  • Just stick to the fundamentals: who are the actual consumers who are providing the data, when did they provide it, and where were they in online or offline space when they generated it? Big Data will confuse you if you don’t have a clear and simple understanding of its sources. It becomes an extremely useful tool for consumer segmentation and other research purposes if you do have the clear and simple understanding of your data sources. Who, exactly , is generating the data you’re observing or actively eliciting, and how have they been recruited?

Fast and faster research

  • It comes down to whether you can connect quickly with known consumers, and how quickly they respond. Waiting for panel aggregators to fill your quotas is slow and leaves a lot to chance. Gathering a first-party consumer panel around a market research app gives you a unified, consistent, always-on data source that’s both validated and fast. You can expect MFour’s SOTG app-users to give you response rates of 25% within one hour and 50% within 24 hours.

Wading through the research product glut

  • Keep it simple. If the consumer panel is reliably representative and quick to respond, the under-the-hood technology and methodology that wins their participation and obtains their data is by definition working smoothly and effectively. If you can get everything you need from a single source – the consumers, the technology, versatile use cases and in-house project support steeped in market research know-how from survey design, programming and fielding through analysis and data reporting, then so much the better.

If one-stop shopping sounds appealing, just scroll to the menu at the top of this page and dive in for details on how mobile app research will drive success with your current projects.

 

 

 

Topics: mobile market research, surveys on the go, in-app Mobile surveys, mobile app research, consumer data

MFour Announces DisplayCheck for In-Store Advertising Effectiveness Measurement

Posted by MFour on Feb 20, 2019 1:48:15 PM

 

New Product Captures Real-Time Mobile Feedback from Natural, Just-Exposed Store Visitors To Deliver Key Metrics for Product Displays, Signage and Endcaps

MFour announces DisplayCheck™, giving researchers validated ad-effectiveness metrics derived from natural, first-party mobile shoppers whose purchase path has naturally exposed them to in-store displays, signage and endcaps.

Powered by the Surveys On The Go® market research app, DisplayCheck™ fills the need for a trustworthy, reality-based measurement solution for in-store activations. Measured KPIs including lift in advertising, brand and product awareness, favorability, intent to buy and natural purchasing.

“Measuring in-store ad effectiveness in-flight has always been a matter of guesswork, so DisplayCheck™ is another example of MFour identifying a gap in the quality of data and closing it,” said Chris St. Hilaire, MFour’s CEO and co-founder. “Our solution is an example of how we’re providing unique combinations of always-on observed behavioral data and Point-of-Emotion®survey data. MFour is giving advertisers the reliable in-store measurement product they need.”

DisplayCheck™ innovates by tracking all store visits of double opt-in mobile consumers and sending them exit surveys immediately after they’ve left a store where the campaign being measured is underway. Their feedback arrives while the visit is still fresh-in-mind, defending against recall bias that undermines other in-store ad-measurement methods.

Related: market research for understanding retail consumers

Like all MFour products, DisplayCheck™ begins with the largest all-mobile, first-party consumer panel – more than 2.5 million highly-engaged U.S. members who use the standard-setting mobile market research app, Surveys On The Go®. Completes come in quickly, enabling researchers to recommend in-flight adjustments to a current in-store campaign and lay a foundation for planning future ones.

Researchers who choose DisplayCheck™ can test in up to 1,000 locations, with a typical sample size of 200 each for exposed and control groups. The cost is $20,000 for full-service research and $11,000 for self-service.

 

Topics: advertising research, DisplayCheck, advertising effectiveness measurement

Gen Z Is Even More Diverse than Millennials, and it Takes a Mobile Research  App To Reach Them

Posted by MFour on Feb 11, 2019 1:55:56 PM

Pew Research Center’s recently published series of deep dives into the demographic characteristics and social views of American Post-Millennials (also commonly known as Gen Z) is worth a look for consumer insights professionals. With the oldest Gen Zers moving into post-adolescence, they most certainly are on marketers’ and market researchers’ radar as a key cohort of consumers whose characteristics, lifestyles and attitudes demand understanding right now and on into the future. Among other things, Pew notes, this is the most racially and ethnically diverse generation in U.S. history.

The oldest Post-Millennials, who are turning 22 this year, are getting college educations and/or have begun to enter the work force.  Also, the Gen Z multitudes who are still in their childhood are driving a great deal of purchasing by their Millennial (ages 23 to 38) and Gen X (39 to 54) parents. Pew’s studies continue to compile data documenting similarities and differences between these generations.

The defining demographic reality of the late 2010s, in which the oldest Gen Zers and the youngest Millennials are coming into their own as young, independent consumers, is the dominance of smartphones as the pervasive tool consumers of all ages use to learn about products and services, buy products and services, and express and widely circulate their opinions about products and services.

But almost incredibly, only 54% of consumer insights professionals who responded to GreenBook’s most recent GreenBook Research Industry Trends (GRIT) report said they are using “mobile first” surveys to obtain consumer data. What’s worse, “mobile first” is not the kind of mobile research the industry should embrace. It fails to reach consumers in their true comfort zone, which is the mobile app. As eMarketer has documented, mobile consumers prefer the app environment by six to one over accessing and exchanging information on the mobile web,” which is where “mobile first” research takes place.

Although the GRIT report barely mentions mobile-app research, forward-looking marketing and consumer insights professionals at major brands, market research firms and advertising agencies are increasingly aware of and on board with the mobile-app research methodology. They recognize the speed, timeliness and quality of data collected from a first-party consumer panel of mobile app-users, and can see that it’s the pathway to research success in the Smartphone Era.

Scores of major brands and firms partner with MFour, often with the specific aim of reaching Millennial and Post-Millennial consumers, the leading adopters of mobile app activites (although Generation X and Baby Boomers are also rapidly making up any generational gaps in mobile app use).

Look at this visualization of MFour’s panel characteristics and judge for yourself the kind of coverage and engagement you can expect when you need to reach consumers in the key 18- to 49-year-old age groups. Pew notes that Gen Z is the most racially and ethnically diverse generation in U.S. history – 52% Caucasian, 25% Hispanic, 14% African-American, 6% Asian and 4% other.  When it comes to consumer panel diversity across Gen X, Millennials and Gen Z, MFour an Surveys On The Go®are already there.

In the 2010s it has become a watchword among most consumer insights professionals that Millennials, Hispanics and African-Americans are “hard to reach” for market research. But if you’re smart enough to connect with them through an advanced mobile research app, that simply isn’t so.

Topics: african americans, millennials, market research, Gen Z, hispanic consumers, consumer panel, mobile consumer panel, mobile data, mobile consumers, Pew Research Center, demographic representation

MFour Announces New Team Members in Product Marketing and Sales

Posted by MFour on Feb 8, 2019 1:37:11 PM

TAT Blog

(L-R Natasha Tran, Thomas Palompelli, Allison Constable)

MFour has hired three team members in Product Marketing and Sales who will help bring innovative online and offline mobile data products to market and help businesses use them to support smart decision-making.

Thomas Palompelli is Director of Product Marketing, a new position that plays  a key role in defining, developing and launching MFour’s data products. He brings extensive experience in advertising and ad tech, most recently as Director of Product Marketing at FreeWheel, a Comcast company. At MFour, Tom’s portfolio encompasses a wide range of product offerings for brands and retailers who need quality consumer data in all its dimensions. He holds a Master’s degree from Fordham University in Business Administration, Management and Marketing, and a dual-major Bachelor’s degree in Marketing Management and Information Systems and Operations from Fairfield University. Having grown up, attended college and spent his career until now in the Greater New York City area, Tom is beginning a new chapter as a Southern Californian. He enjoys riding a motorcycle and will now face a big decision: to lane-split or not to lane-split. It’s illegal back in New York.

Allison Constable joins the Sales team as a Senior Solutions Executive, advising brands, media companies and agencies on how to harness MFour’s groundbreaking products to drive better insights into advertising effectiveness. She brings considerable experience to addressing clients’ challenges in testing and measuring the impact of their advertising. Allison’s previous positions include Business Development Director for Media & Content at Kantar, Ad Effectiveness Analyst for Buzzfeed and Client Supervisor for Millward Brown Digital.  She earned a Bachelor’s degree in Communication at Elon University. Outside of work, she likes reading and listening to podcasts about human behavior and emotion, CrossFit, yoga, petting every dog she sees, spending time outside, cooking and hosting dinner parties for her friends.

Natasha Tran arrives as a Senior Solutions Development Representative, educating prospective clients about MFour products, including always-on tracking of consumers’ offline and online buying journeys. She previously was a Sales Executive for real estate data company Zillow Group, specializing in driving new business for its advertising platform. Natasha also gained a first-hand perspective on the needs of businesses and their customers in an earlier job as an Assistant Manager for Enterprise Rent-a-Car. She earned a Bachelor’s degree from the University of California, Riverside, majoring in Media and Cultural Studies, with a minor in Business Administration. Her outside interests include snowboarding and enjoying time with her dog.

Topics: mobile research, market research, MFour careers, consumer data

Hispanic Consumers Get the Word About MFour's Surveys On The Go® Research App on Univision's `Despierta America' Morning Show

Posted by MFour on Feb 6, 2019 10:18:46 AM

Stranded at Home by the Polar Vortex? Univision's TV morning show, "¡Despierta America!," and lifestyle reporter Erick Cuesta recently advised their Spanish-speaking audience to download MFour's Surveys On The Go® market research app to spend that time profitably by earning cash taking consumer surveys.

Brands are keen to understand the preferences and opinions of Hispanic consumers, who are a continually growing force in the marketplace. And, as the recognition by "¡Despierta America!" attests, SOTG is an ideal conduit for connecting with them.

"No dejes que tu dinero se congele: apps para hacer un dinerito extra si estás atrapado en casa por la nieve,” was the Jan. 31 segment’s caption – “Don’t let your money freeze: apps to make a little extra money if you’re stuck at home by the snow.”

“We’re thrilled to be showcased on the popular award-winning morning show ‘¡Despierta América!’” said Chris St. Hilaire, MFour's CEO and co-founder.  “With 2.5 million users of Surveys On The Go® we can connect leading brands with America’s Spanish-speaking population, which other research companies consider ‘hard to reach.’”

MFour is a go-to choice for brands and advertisers who need insights into the preferences, opinions and online and offline buying journeys of all segments of the American population, including crucial Hispanic consumers.

While the market research industry has tagged Hispanics as “hard to reach” when it comes to participating in consumer surveys, MFour provides full representation of the U.S. Hispanic population. They constitute 20% of the validated, first-party consumer panel whose members use Surveys On The Go®, closely matching the U.S. Census Bureau's estimate that Hispanics make up 18% of the population. MFour also captures the diversity within the Hispanic consumer demographic by segmenting them into three sub-categories: Acculturated (65%), Bicultural (33%) and Unacculturated (5%).

Watch the “¡Despierta América!” feature at https://bit.ly/2SarMxT

For more on Surveys On The Go®, click here.

 

Topics: mobile research, surveys on the go, hispanic consumers, mobile consumer panel, mobile consumers, survey data, demographic representation

MFour Adds Team Members in Technology, Research Operations and Administration

Posted by MFour on Feb 1, 2019 1:35:05 PM

New Hires Jan

(L-R: Tara Chawla, Yvette Gonzalez, Fang Zhang)

MFour announces the hiring of three team members in Technology, Research Operations and Administration.

Fang Zhang joins the technology team as a Senior Software Engineer. Past positions include Senior Software Engineer at Levyx, Inc. and Staff Seismic Image Analyst for CCG Oil & Gas Services, where his work included developing software for converting digital representations of sound waves into visual imagery to aid drilling decisions. Zhang holds multiple academic degrees – a Ph.D. in Mathematics from the University of Connecticut, Master’s degrees from the Chinese Academy of Science (in Mathematics) and the University of California, Irvine (in Computer Science), and a Bachelor’s degree in Electrical and Electronics Engineering from Peking University. Fang is a soccer fan and enjoys reading in his free time.

Yvette Gonzalez comes to MFour as Director of Fulfillment, bringing 14 years of market research experience to her role, which includes reviewing and optimizing internal processes that drive efficient, consistent, on-time delivery of quality consumer data. She’s had extensive experience as a team leader in past positions, including supervising projects for Fortune 500 clients at MarketCast, where she was Director of Online Fieldwork, and as a Sample Strategist Manager at Ipsos Interactive Services. She holds a Bachelor’s degree in Criminal Justice from California State University, Long Beach. Outside of work, Yvette enjoys trying new restaurants and brewing her own beer.

Tara Chawla joins MFour as an Accounting Specialist in Administration. Previous jobs include working for Worthe Real Estate Group as a property accountant, and as a staff accountant for restaurant chain Tender Greens. She holds a Bachelor’s degree in Business Administration, with a concentration in Finance, from California State University, Fullerton, and is pursuing a certificate in accounting from the University of California, Los Angeles. Tara’s outside pursuits include freelance blogging for health and wellness websites.

Topics: mobile research, market research, hiring news

IRI and MFour Partner to Launch IRI OnSights™

Posted by MFour on Jan 30, 2019 12:00:00 PM

Unique Location Solution Provides More Accurate and Comprehensive Understanding of Consumption Behavior in Bars and Restaurants Nationwide

CHICAGO and IRVINE, Calif. — Jan. 30, 2019 — IRI®, one of the global leaders in innovative solutions and services for consumer, retail and media companies, and MFour, the leader in mobile market research, today announced their partnership to launch the IRI OnSights™ solution. The new solution leverages MFour’s first-party GPS location information to collect verified data on hundreds of thousands of consenting mobile panelists’ visits to U.S. bars and restaurants. This location information adds a powerful new dimension to the vast consumer behavior data and insights available on the industry-leading IRI Liquid Data® platform.

“On-premise consumption and purchasing are becoming increasingly important to the consumer packaged goods industry,” said Robert I. Tomei, president of Consumer and Shopper Marketing for IRI. “Providing IRI clients with measurement and insights on this activity is critically important to ensure that they have an accurate view of both consumption (share of stomach) and purchasing (share of wallet) as they design campaigns. Until now, marketers’ understanding of consumer purchasing and consumption behavior at restaurants and bars has been largely anecdotal, which is often inaccurate and limits marketers’ ability to build comprehensive insights that include both on- and off-premise activity.”

“MFour’s leading location platform collects millions of weekly retail visits from hundreds of thousands of our validated Surveys On The Go® app panelists, providing unparalleled accuracy of on-premise consumer behavior insights,” said Chris St. Hilaire, co-founder and chief executive officer of MFour. “Combining observed passive insights — which show where mobile consumers go — with active insights from survey data capturing the ‘why’ behind their visits is a holy grail for market research. We’re so pleased to join forces with IRI to develop one of the most important advances in mobile research.”

IRI OnSights leverages consumer insights from more than 1 million verified MFour app users who have chosen to provide their locations and de-identified demographic information. The data from MFour’s voluntary and verified users provides IRI clients with both passive tracking insights and actively collected survey information to improve marketers’ understanding of consumer behavior in U.S. bars and restaurants:

  • Passive Insights: GPS location data collected from MFour has tracked more than 3.8 million visits to bars and restaurants since spring 2018, and the number of tracked visits will continue to grow weekly. MFour provides accurate measurements of how frequently establishments are visited, and how much time consumers spend at each. For example, IRI OnSights uncovered that the fast-growing brew pub/bar and grill segment represents 5 percent of all U.S. bar and restaurant visits and has a strong Midwest skew, especially in Green Bay, Milwaukee, Minneapolis and Cleveland.
  • Active Insights: The solution also incorporates data from custom and syndicated consumer panelist survey responses collected through the MFour mobile app, providing valuable insight into the motivators of a restaurant or bar visit, what was consumed and visitor demographics. According to a recent study of on-premise data, 39 percent of visitors aged 21 and over consumed an alcoholic beverage during their last visit to a bar or restaurant (excluding quick-serve restaurants), 54 percent of those drank beer, and nearly half of beer drinkers chose a domestic craft beer.

Using these two data collection methods, the OnSights solution delivers robust insights that marketers may analyze to better understand their customers, deliver more appropriately targeted marketing communications, design more effective promotional campaigns or uncover unmet consumer needs.

“IRI is thrilled to partner with MFour to deliver this powerful new solution,” said Carl Edstrom, senior vice president and principal of Survey and Segmentation for IRI. “Layering verified data that measures on-premise consumer behavior into IRI’s expansive collection of point-of-sale, loyalty card and consumer panel data assets adds a new level of granularity for more powerful insights that drive growth for IRI clients.”

About the IRI Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. With this in mind, IRI works closely with a broad range of industry leaders across multiple industries and sectors to create innovative joint solutions, services and access to capabilities to help its clients more effectively collaborate and compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its open ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such leading companies as 84.51°, Adobe, The Boston Consulting Group, Clavis Insights, comScore, Data Plus Math, Edison, Experian, GfK, Gigwalk, Google, Ipsos, Jumpshot, Mastercard Advisors, MaxPoint, Omnicom, One Click Retail, Oracle, Pinterest, Research Now/SSI, Simulmedia, SPINS, Univision, Viant and others.

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, financial services and media companies grow their businesses. A confluence of major external events — a change in consumer buying habits, big data coming into its own, advanced analytics and personalized consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit www.iriworldwide.com.

About MFour

MFour serves major brands, advertisers and market research firms with the technology and unrivaled consumer connections required for reliable insights and smart decision-making in the Smartphone Era. The company’s groundbreaking Path-2-Purchase® Platform is the first integrated research suite to combine observational data and survey data, enabling clients to track opted-in consumers’ daily location journeys and then target them for mobile surveys based on the places they’ve visited. Insights professionals get a unified view of the “what,” “where” and “when” of consumer behavior, together with the crucial “why.” MFour introduced its signature Surveys On The Go® mobile research app in 2011, and began attracting a growing first-party, one-source U.S. consumer panel that now numbers more than 2.5 million. Respondents’ deep engagement drives fast, same-day responses and unique capabilities such as rapid, real-time surveys conducted during and immediately after store visits. The result for clients is insights free from recall bias and captured at the Point-of-Emotion® where buying decisions are made. Learn more at mfour.com.

# # #

IRI Contact:
Shelley Hughes
Phone: +1 312.474.3675

MFour Contact:
Mike Boehm
Director of Communications
Phone: +1 714.754.1234

Topics: mfour, press release, iri, onsights

How a Restaurant Chain gets an 80% Completion Rate with its Mobile Tracker on MFourDIY®

Posted by MFour on Jan 28, 2019 6:00:00 AM

What might retail and restaurant brands learn from tens of thousands of first-party U.S. mobile consumers who not only have been GeoValidated® as their customers, but whose profiles fit the specific consumer types the brand considers most important to understand?

Building a custom panel of profiled, known visitors makes it possible to conduct plug-and-play tracking studies in which the questionnaire can be repeated for each wave of customized, non-duplicated consumer panelists.

In one case, a client who customized its audience saved time and money by designing and fielding its own tracking study on MFourDIY®, the only all-mobile DIYsurvey-building platform. The opportunity for accurate segmentation is a key feature: as new members sign up for the consumer panel that participates via MFour’s Surveys On The Go® mobile research app, those who fit the required profiles are automatically funneled into the custom panel, ensuring ongoing representation and consistency for the tracking study. 

Over time, the client in question has seen completion rates of 80%, and drop-off rates under 2% from respondents who fit its consumer profiles and have been geolocated in one of its locations. The tracker focuses on questions about lifestyle and attitudes that impact how its validated customers view eating and health. Among the findings: 

  • 60% of respondents agreed completely or very strongly that “the state of my health is largely in my control." 
  • 25% stated agreed completely or strongly that “I consider myself to be fit and in shape.” 17% said just the opposite. ”
  • Life is hectic out there: 40% of respondents agreed completely or strongly that “I’m always busy and on the go.” Only 8% were completely or strongly certain that “busy and on the go” does not describe their lifestyle. 
  • The accelerated speed of life often dictates decisions about meals: 36% strongly or completely agreed that they opt for speed even though they feel that on-the-go restaurant meals can be unhealthy.
  • Consumers want to fill up when they eat out, with 40% of respondents agreeing strongly or completely that good value depends on “more food for the money.” 
  • At the opposite end of the spectrum, only 7% were convinced that quantity is not essential to good value in restaurant food.
  • When it comes to where the rubber meets the road – or the meal meets the mouth  – a substantial majority of the client's validated customers confessed that they sometimes put pleasure over discipline: the statement, “I love rewarding myself with indulgent food or beverages,” elicited strong or complete agreement from 42% of participants, and an additional 36% said they were “somewhat” in agreement that they love indulging themselves.  
  • Just 9% of respondents indicated a strong or complete rejection of indulging themselves when they eat.To that 9% we can only say, “well, if you’re not going to eat those fries, just pass them over to us.”

 

Topics: GeoValidation, quick serve restaurants, mobile consumer panel, mobile tracking

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