A new equation in research: app-tracking + GeoValidation® = unprecedented data
Targeting the right respondents is crucial to getting good research data, so MFour Mobile Research has developed a new pipeline to push surveys to consumers based on the smartphone apps they use. Hoteliers, for example, can find out what people who’ve downloaded their chain’s reservation app liked or didn’t like about their most recent stay -- from broad impressions to the most detailed particulars about check-ins, minibars and bellhops. Or they can eavesdrop on what a competitor’s app-using customers say about its own amenities and services.
The value of surveying app-users about their consumer experiences extends across all business sectors. MFour’s leadership position as the first and only all-mobile research company means it can infuse app-targeting surveys with even greater capabilities. We power all of our clients’ projects with the most advanced mobile-survey technology. With us, they can leverage the nation’s most effective survey panel – the million-member active panel that uses MFour’s own signature smartphone app, the 4.5-star rated Surveys on the Go.® You get fast, reliable results that fully include typically hard-to-reach demographics such as Hispanics and Millennials.
The app tracker accesses the 50% of our panel that uses Android devices. Knowing the apps they have, we can lead you to a rich, new vein of fast, reliable data. Rather than asking panel members which apps they use, MFour’s app-targeting is based on passive tracking that automatically identifies and verifies the apps they’ve downloaded. This tool becomes even more powerful when combined with another proprietary feature, the GPS-enabled respondent-locator we call GeoValidation®.
GeoValidation® certifies when panelists have arrived at a given retail outlet or other location that’s relevant to your survey. You can then field a survey to be completed on the spot, before respondents have finished shopping, or shortly after they’ve left, while the experience is fresh in mind. So a market researcher seeking insights about a hotel-chain’s customers (or its competitors’ customers) doesn’t have to ask hotel-app users to recall their most recent stay, which may have happened months ago. Pairing app-tracking with GeoValidation,® this study would proceed from a sure understanding that its subjects were current guests, or travelers who had just checked out. To call the resulting data “premium” would be a serious understatement.