Mobile News Mix

Why Ethnography is on the rise in 2020

Posted by MFour on Nov 15, 2019 1:44:28 PM

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Market researchers have always employed ethnographic research methods. But it wasn’t until recently that the right tools were in place for ethnography to scale properly to represent large and accurate consumer populations.

The explosion of smartphones (and the ever-growing big data on those smartphones) is allowing MFour to shift the landscape by providing a number of truths on your consumers.

These facts are free, they don’t require the consumer to provide any information. Why? The data is baked right into their device, and can be gathered in a simple, first-party format - through an app. Innate collection of data is the very essence of ethnography. In fact, ethnography is described as research that doesn’t interact with the participants of a study, but rather lets things happen naturally.

Here at MFour, we use ethnographic research as a starting point to passively gather data about consumers’ digital activities and real-time/historical locations. Then, we add GPS-intercept surveys on top of the data to allow us to pull deeper insights from consumers at various points throughout their path-to-purchase.

This supersedes traditional forms of market research, because it gives you massive insights into consumer behavior. Data that used to be unattainable, without a lot of disruption, is now at your fingertips. And it’s fueling an exponential rise of ethnography across the industry. 

Will you be doing more ethnographic research this next year?

Topics: mfour, behavior driven research, ethnography, research

MFour Hires a Fielding Specialist and a Senior Data Analyst

Posted by MFour on Oct 25, 2019 12:48:41 PM

YiWen and Fernando-1
(L-R Yi-Wen, Fernando)

MFour is excited to announce two new team members! 

Fernando Martinez is joining the operations team, where he will field our client surveys and maintain the quality of our data through data scrubbing. He has valuable experience with data analysis and was part of the team that made Tel Aviv, Israel the number one market globally for Bird Rides Inc. Fernando is a graduate of the University of California, Riverside where he holds a Bachelor’s degree in Political Science and Economics. In his free time, Fernando enjoys watching sports, especially his favorite baseball team, The Dodgers, and listening to any of his favorite music genres.

Graduating from the University of Texas at Dallas, Yi-Wen Cheng joins the MFour team as a Senior Data Analyst. She brings 8 years of data analytics experience in different industries including consultant, healthcare, and logistics. As our Senior Data Analyst, she will perform data visualization where she will extract data from data lake using her different technical skills and present data and transform it into information used in a meaningful way. She looks forward to standardizing work procedures and create a data directory for entity-relationship modeling. Yi-Wen is someone who thinks outside the box and MFour is certainly excited to announce her as one of the newest members of the team!

Topics: new hires, MFour careers, MFour hiring news, behavior driven research

MFour Hires an Accounting Specialist, a Fielding Specialist and a Quality Assurance Manager

Posted by MFour on Oct 7, 2019 3:51:20 PM

Holly_Roman_Lindsay(L-R Holly, Roman, Lindsay)

MFour is happy to announce three new additions to the team!

Holly Freeman joins the MFour Finance team as an Accounting Specialist who’s primary focus will be on accounts receivable, accounts payable, and any other accounting functions that Jimmy and Brian throw her way. Holly has been working in the accounting profession in various capacities since 2013. She got her start in public sector taxation working for the Canada Revenue Agency where she quickly moved up the ranks as the junior-most staff member to be promoted to a senior resourcing position. She has since moved on to private sector accounting after moving to Southern California from the East Coast of Canada. In her free time, Holly is an avid runner who has completed 6 marathons and 30 half marathons to date. She is also a creative writer with several short stories published in different anthology collections.

Graduating from the University of California, Irvine with a Bachelor's degree in Psychology and Social Behavior, Lindsay Fawcett joins the MFour team as a Fielding Specialist, where she will work on fielding our surveys to consumers and ensuring quality data for MFour clients through thorough data scrubbing. She brings her experience as a Research Assistant where she focused on emotion and social behaviors by using primary qualitative data such as open-ended survey questions and in-person interviews. Last summer Lindsey volunteered in Nepal at a women-owned and operated farm in rural mountain villages and received an award for excellence from the Global Service Scholar Program. On her downtime, she loves reading fantasy and science fiction and having game nights with her friends.   

MFour is excited to announce Roman Balakin as our new Quality Assurance Manager. Roman holds a Bachelor of Science in Electrical Engineering from MAMI State University, Moscow, Russia, and Scrum Master Certificate form cPrime. Roman brings 4 years of QA manager experience and looks forward to building a rockstar QA team along with developing a robust automation test coverage. In his free time, Roman enjoys traveling the world with friends and embracing new cultures. He is also a Co-owner of a motorcycle repair and tuning studio that has been in effect for over 3 years.

Topics: MFour careers, MFour hiring news, behavior driven research, fielding, accounting

MFour Hires a VP of Marketing and a Recruiting Coordinator

Posted by MFour on Aug 15, 2019 4:23:00 PM

Topics: mfour expansion, MFour careers, MFour hiring news, behavior driven research

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