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Catherine Gutierrez

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Boost your feasibility: here's how

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.

When it comes to panel size, it's all about consumer engagement. That's why the days of online panel groups are numbered (read the eBook) and why research changed so much when the smartphone came out. 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.

That engagement can be 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,

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,

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