Mobile News Mix

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,

Winter Is Coming for Online Market Research, Frozen Out by 5G Mobile Connectivity

Posted by MFour on Dec 21, 2018 11:50:55 AM

If you’ve been late to the party in adopting advanced mobile market research, you have perhaps two more years to get on board with today’s unique mobile data solutions – or else. The longer you remain in a state of inertia by clinging to the online studies that have been a steady standby since at least the early 2000s, the less representative your data will be. Online representation of U.S. consumers is crumbling at an accelerated pace, and in two years it will be a memory.

Call it the threat and the opportunity of a rising G-force.

In physics,  G stands for “gravitational” and represents the amount of resistance encountered by objects in motion. “Because of the stresses and strains on objects, sufficiently large g-forces… can be highly destructive,” says gforces.net.

“Stress,” “strain” and “highly destructive” are unavoidable conditions for researchers and brands that ignore the inexorable effect of a different kind of G-force in which G is for “generation” – the term communications technologists have coined to describe advances in the speed and efficiency with which successive generations of smartphones process mobile data.

This “G” spells great opportunity for market research that’s committed to meeting today’s consumers in the mobile sphere where they live. But it’s  disastrous for those who remain slow to adapt to the new reality.  Online consumers continue to morph into mobile-only consumers, and for the vast majority of U.S. residents, smartphones already are the dominant means of receiving, sharing and creating information. Now online is about to suffer a death blow from the next G-force in communications: the advent of 5G mobile access to the internet.

  • The dawn of 5G smartphones is rapidly approaching. 5G adoption is expected to take off as soon as 2020, thanks to data speeds 10 to 100 times faster than the current mobile standard, 4G.
  • “5G networks are the next generation of mobile internet connectivity, offering faster speeds and more reliable connections on smartphones and other devices than ever before,” reports techrader.com, with United States mobile providers leading the way. “Many companies are busy making sure their networks and devices are '5G ready' in time for 2020, meaning some networks may launch before then.”

A recent rundown from Business Insider summarizes what the onslaught of 5G will mean for consumers as mobile data races ahead of online data.

  • “Mobile 5G networks will be able to transfer data at speeds that are 10-100 times faster than on 4G…making mobile internet activities…more seamless and enjoyable on smartphones….
  • “Mobile 5G will provide consumers with internet speeds even faster than their current home internet speeds.”
  • “For instance, AT&T's impending mobile 5G network will have peak download speeds of 400 Mbps,” quadrupling the average speed of current home broadband connections.

In fact, the destruction of online consumer research representation already has crossed beyond the point of reversal.

  • Pew Research Center, which tracks Americans’ internet access, reported earlier in 2018 that fully 20% of U.S. adults rely solely on mobile and have abandoned traditional online broadband access to the internet. That’s up 67% from just two years earlier.
  • The number of these “smartphone dependent” adults who lack home broadband rises to 29% for 18- to 29-year-olds, and 24% for those ages 30 to 49. If you’re not reaching these key, mobile-only consumers, your research representation already stands 20% or more below the threshold of reliability. There’s no trusting data that comes from such a narrow bandwidth of the public.

The takeaway isn’t hard to see: if you’re not already studying consumers with advanced in-app mobile location-tracking and surveys, you’re digging for data in all the wrong places. 

The good news is that it’s not hard to play a rapid game of catch-up. Scores of leading brands and market research firms partner with MFour for mobile-app research technology and the fully-representative first-party, all-mobile consumer panel MFour has cultivated around its groundbreaking Surveys On The Go® mobile research app. Among MFour’s offerings are mobile brand tracking studies whose data is of-the-moment, but can be integrated with historical online tracking data to avoid a sharp break with your existing data sets.  

Those who fail to integrate mobile successfully into their trackers will have a woeful time getting quality data. It’s just one of the ways in which winter is coming for online market research.

 

 

Topics: mobile research, market research, consumer insights, mobile solutions, 5G technology

Spending Big on Social Media Ads? Test Them First in Targeted Consumers' Actual Social Feeds

Posted by MFour on Dec 4, 2018 6:00:00 AM

Blog Social Ad Testing 21Nov18

The good news for advertising on social media is that a massive audience gathers there. The bad news is that any given social media ad is a small raft of messaging in a limitless ocean of content. To increase your social ads’ chances of being discovered - and lifting consumers’ brand and product awareness and intent to buy - keep reading.

But first, some recent data from Pew Research Center shows how potentially rewarding social media platforms can be for advertisers.

  • 73% of U.S. adults use YouTube.
  • Among teens, YouTube use rises to 85%.
  • 68% of U.S. adults use Facebook.
  • Facebook usage is highest among ages 18-29 (81%) and women (74%).
  • 50% of U.S. adults visit Facebook at least once a day.
  • Instagram’s share of the U.S. adult audience is 35% and Twitter’s is 24%.

That’s a lot of consumers who can potentially be reached by a given ad. The challenge is to turn the potential of social media advertising into a real return on investment. Measuring the effectiveness of social media advertising has been controversial, with concerns about transparency over impressions and other key metrics. But setting aside that debate, there can be no question that brands and agencies control the creative content of their social media ads, and need to know as much as possible as soon as possible about how the ads they’re creating are likely to be viewed and acted upon by their intended social audiences.

MFour offers an advertising research product called Social Ad Testing that raises the chances of success for any social ad campaign. It’s a test that doesn’t seem like a test to the recipients you’re targeting. Instead, Social Ad Testing presents the ad as natural content in target consumers’ actual social news feeds. The test ad is consistent with all the other posts and advertisements the recipients are scrolling through in their feeds. You’re testing in the wild, so to speak - in the natural environment where your ad must flourish or fail once the campaign actually begins.

Social Ad Testing is the only method that takes your ad right into the wilds of social media. All the others do the testing in a simulated social environment. First, you’ll just observe how your test audience responds to the ad. How long was it in view? Did they click on it to activate audio? Did they share it or “like” it?

Next, you’ll step out from behind the curtain and show them the ad, so you can survey them using key qualitative questions about which creative elements work, which don’t, and how favorable they are toward the product and brand. If all signals read “go,” you launch the campaign with confidence. If the ad isn’t ready for prime time, the test will tell you not only that it needs work, but point you to the creative elements you need to improve. With that guidance, you’ll revise and retest until you know the ad is ready to give you your best shot at capturing attention and motivating consumers in the social space.

You can test an ad across different social platforms to see where you should direct your budget. Or you can test different versions, compare, and decide which is the one to use. 

The social ad space is too big and untamed to venture forth unprepared. With Social Ad Testing, you give your campaigns the best chance of breaking through.

Topics: mobile research, mobile market research, consumer insights, Social Ad Testing, advertising research, social media

Cold, Hard Survey Data Isn’t Cold or Hard when it Reveals Consumers’ Emotions

Posted by MFour on Nov 15, 2018 7:00:00 AM

Blog Empathy 1Oct18

Empathy is indispensable to strong friendships, marriages, and any other rewarding human interaction. For brands, forging empathetic bonds is the essence of winning customer loyalty. Consumer insights pros have a pivotal role to play in empathy building, since they are the observing eyes and attentive ears who collect the data that leads to understanding, without which there can be no emotion-based connection.

A recent article posted online by the Harvard Business Review explores new ways of training employees to understand and empathize with the customers they serve. It lays out a four-step process that, significantly, begins with “Gathering insights. What is broken, frustrating, surprising or uncomfortable for your customer?”

The article, “To Get Employees To Empathize with Customers, Get them To Think Like Customers,” proposes a bit of unusual game-playing to put employees in customers’ shoes. Authors Erin Henkel and Adam Grant suggest that managers identify a business in an unrelated industry that interacts with customers in ways comparable to the one trying to up its customer-empathy game. Then it sends employees to have a customer experience with the mirror brand, and see how it feels to need service and see where it succeeds or falls short. The idea is that there will be more freedom for discussion if their own company’s policies and execution are not the direct subject of a customer-empathy discussion.

“It takes time and energy to design these experiences,” the authors write, “….but we’ve found them to be a powerful way to ensure that the people in your organization truly understand their customers.”

The challenge for any brand as it tries to understand “what is broken, frustrating, surprising or uncomfortable for your customer” is to strike while the emotions and experiences are hot.

Too often, the data harvested via consumer surveys reflects stale memories, and little, if any emotion, because emotion often flares during and directly after an experience, but quickly subsides.

In an act of empathy for marketers and market researchers, we’ll lay out the bones of our solution, which we call survey research at the Point-of-Emotion®.

First comes the not-so-secret ingredient: a first-party consumer panel of representative U.S. consumers.

Next comes the unique, proprietary ingredient: Surveys On The Go® (SOTG), the research industry’s most advanced and reliable mobile app for locating and surveying consumers during their buying journeys. We’ve empathized with our app-users by giving them great mobile experiences that satisfy their demand for smooth-functioning, fun experiences on their smartphones

Since its debut in 2011, SOTG has received consistent ratings of 4.5-stars out of 5 at the Apple and Google Play stores. Our users’ satisfaction gets you the engagement you need for fast, accurate data.

The right people, engaged by the right technology, gets you the right-now, right-place data you need to uncork emotions and experiences before they’ve gone flat due to the passage of time. You can field surveys while your audience is still in a store, or wait until they exit for a post-visit survey that captures their entire experience.

For an empathetic discussion of how mobile-app location studies can meet your projects’ specific needs, just get in touch by clicking here.

 

Topics: point of emotion, geolocation, market research, consumer insights, in-app Mobile surveys, consumer experience

In-App Mobile Market Research Reached 2,500 Millennials for in-Depth Consumer Insights

Posted by MFour on Nov 14, 2018 11:00:00 AM

Blog Millennial Women 13Nov18

Accurate consumer insights on Millennials will continue to be essential for decades. MFour Client ROTH Capital Partners (ROTH) has taken the challenge seriously, undertaking an in-depth study of 2,500 Millennial men and women in partnership with MFour.

You can check out ROTH’s announcement of its 2018-2019 Millennial Study by clicking here.

The survey encompassed 181 questions and had an average Length of Interview of more than 28 minutes, confirming respondents’ willingness to engage with longer, in-depth surveys if they’re conducted in the mobile-app environment that has become the most natural habitat for today’s consumers.

Among the study’s findings:

  • Two thirds of Millennials prefer to research significant purchases online, but 57% still prefer to carry out transactions in-store.
  • Virtual Reality shopping has become a fact, with 15% of Millennials saying they have used VR to evaluate furniture, while 16% have used “virtual mirrors” to see how they’ll actually look in cosmetics or clothes they’re considering.
  • Nike’s marketing gamble on Colin Kaepernick has paid off with Millennials – 34% said they’re more likely to purchase Nike products following the ad campaign featuring the controversial NFL quarterback, compared to 15% who said the ads made them less likely to purchase Nike goods.

Mobile studies such as the one by ROTH dispel two main myths of market research:

  • That Millennials are a generation that’s especially “hard to reach." 
  • And that mobile surveys are only effective for quick-hit surveys with short, simple questionnaires.

Increasingly, consumer insights professionals are realizing that Millennials are well in reach and can be understood in-depth if you reach out to them in the mobile-app space where they’re most comfortable.

Topics: millennials, mobile market research, consumer insights, in-app Mobile surveys, in-depth surveys, mobile myths

Let Gaming Apps Unlock Fast, 100% Efficient Consumer Insights

Posted by MFour on Nov 13, 2018 6:00:00 AM

Blog gaming apps 12Nov18

Benjamin Franklin said that “games lubricate the body and the mind,” and you could probably generate a lively debate as to whether the founding father’s wisdom applies to video games.

There’s no debating the importance of video games to a huge audience of players. Which means that there’s no debating the need for market research professionals to turn their gaze and consumer insights expertise toward understanding gamers– not just as game-players, but as fully-contextualized consumers.

As we’ll point out, mobile game apps aren’t just a gateway to fun for their users and a river of potential profits for their creators, but also a pipeline for all kinds of consumer insights into how gamers fit into a larger universe of shopping and buying.

Newzoo, a marketing and analytics consultant that tracks the gaming and esports industries, estimates the North American video games market at more than $34 billion in 2018, up 14% from 2017. It recently reported that there are 2.3 billion gamers worldwide, who it estimates will spend $138 billion this year, including $70 billion spent by mobile gamers. It’s the first time mobile will have accounted for more than half of annual worldwide gaming revenues.

Market researchers who want to get to know those many mobile gamers are in luck. Thanks to mobile-app targeting, they can be reached with 100% accuracy. You can design a survey that blankets users of the top five gaming apps, or just a single app.  You can ask about their gaming preferences – or their snack and beverage preferences. Mobile app-targeting from MFour gives you a 100% Incidence Rate for connecting with consumers by the apps they use. We simply match the apps you want to target against the apps used by the validated, first-party mobile consumers who’ve downloaded our Surveys On The Go® research app. 

For example, back when the Pokémon Go craze broke out, mobile app targeting enabled us to be the first organization to conduct a systematic survey of Pokémon Go players. Within a single day, we got 1,000 completed responses from 100% validated players. It wasn’t just proof of Pokémon Go’s popularity, but of Surveys On The Go®'s effectiveness, thanks to its own popularity among 2.5 million U.S. consumers who have downloaded it and are beyond-willing to participate in your research.   

If you’re looking for insights into what players think of various video games, app-targeting obviously gives you a fast, direct connection. But it will be just as useful for understanding consumers ages 13 and over for whom playing video games is just part of who they are.  They’ll readily engage with you about products and services across any consumer sectors. Remember, your IR is 100% – a big first step toward getting insights on a fast-turn deadline.

Of course, the same kind of targeting can be done with consumers who use banking apps, news apps, or streaming apps for sports and entertainment. You can focus on their satisfaction with the apps themselves, or just use the connection to get feedback on the snacks these app-users buy, the other forms of entertainment they consume, which electronics stores they frequent, and any other subject that may or may not have to do with their gaming.

You can even ask them if they agree with Ben Franklin that games are good for the mind and body. 

As promised, here’s a look at our study of 1,000 Pokémon Go players, completed in a singled  day just after the game’s July, 2016 debut in the U.S. Just click here.

 

Topics: mobile research, mobile surveys, mobile app targeting, gamers, market research, consumer insights

MFour Hires Team Members in Product Development and Mobile Survey Project Execution

Posted by MFour on Nov 12, 2018 2:44:08 PM

New hires Newsletter 

(Left to right) Renee Curtis, Tatiana Santos and Monica Lee

MFour announces the hiring of three team members who will play major roles in developing new mobile market research products and executing clients’ survey-based projects.

Tatiana Santos joins the staff as a Senior Project Manager who will shepherd clients’ projects from conception through data reporting. She previously was a Senior Project Manager for Ipsos. She worked in banking and investment management before branching into market research. Tatiana earned a Bachelor’s degree in Business Administration from the University of California, Riverside, and a Master’s degree in Communication Management from the University of Southern California. Outside of work she enjoys yoga, reading, biking and listening to podcasts.

Monica Lee has been hired as Lead of the Fielding and Panel team, responsible for driving quality and consistency in core functions of the survey process. She arrives from comScore, where she was an Insights Analyst. Monica also previously has worked at Kantar Millward Brown, and she was one of the key research leads for the 2016 edition of the American Marketing Association’s annual Gold Report on the market research industry. She holds a Bachelor's degree in Marketing and a Master's in Marketing Research, both from Michigan State University.

Renee Curtis, Senior Product Manager, will help develop innovative new mobile research products and enhance existing ones. She arrives from Broadbean Technology, where she was a team leader and oversaw the launch of a successful job distribution and record keeping software product used by government contractors. She is working toward a Bachelor’s degree in Technological Entrepreneurship and Management at Orange Coast College. Outside of work, Renee likes hiking and is a fine-dining enthusiast; she’s also serious about improving her German and then visiting Berlin.

Welcome aboard, Tatiana, Monica and Renee!

Topics: mobile research, mobile market research, market research, consumer insights

Halloween Shopper Survey Reveals the "Why" Behind the Candy Buy

Posted by MFour on Oct 17, 2018 5:48:12 PM

 Blog Halloween Survey 16Oct18

It comes as little surprise that candy is the topmost item on Halloween shoppers’ lists. But it takes the right kind of mobile market research to get to the “why” behind the buy, and MFour’s recent survey of 1,800 U.S. consumers who plan to celebrate Halloween illuminates what really counts: even when the candy is presumably for little trick-or-treaters, adults are most likely to buy what tickles their own palates.

Fielded in mid-October, with the Halloween shopping season surging toward its Oct. 31 climax, the study located demographically representative natural shoppers in big box stores. All belong to the only all-mobile, first-party consumer panel, whose members participate via their smartphones, using the pioneering mobile research app, Surveys On the Go®.  

Results showed that 71% of respondents had bought Halloween candy within the previous 48 hours. But for many, candy-shopping was hardly over: 36% of respondents said they expected to buy more candy before the holiday arrived. As to the "why" behind the buy:

  • Among all respondents, 29% said their own personal preference is the most important factor in deciding which kind of candy to buy.
  • Other leading factors were “price,” cited as most important by 24% of respondents, and “value,” cited by 19%.
  • 16% said quality was most important.
  • Among parents, 20% said they primarily select their own favorite candy, and 20% said their kids’ tastes come first, and they pick the Halloween candy their children like best.
  • Among respondents who are not parents, 40% said they went for their personal favorite. Such are the sacrifices of parenthood, and the little indulgences that come with not having to placate one’s own little angels and monsters.

In all, 64% of the mid-October respondents said they still had some Halloween shopping to do in the remaining days before Oct. 31. That presents bountiful opportunities across several product categories – and a continuing advantage for retailers and brands that can quickly grab consumer insights that speak to Halloween shoppers’ preferences and motivations.

Among the most useful quick-turnaround approaches are mobile in-store surveys, such as the one MFour conducted to get those 1,800 fast completes over a single mid-October weekend.

In addition to the kinds of data exemplified by this study, marketers and consumer insights professionals can get a uniquely rich understanding of holiday shoppers and product-intenders by locating them in-store and then following them through the aisles.

Let them be your brand’s or your store's auditors, telling and showing you whether your products are shelved in the right places to maximize sales. Also, are in-store displays set up properly and having the desired impact? Are these validated shoppers satisfied with the store's layout, cleanliness and service?

Smartphone photo and video capabilities give you ironclad validation of what shoppers are encountering in the aisles. And by asking respondents to make “video selfies,” you’ll get the most vivid, in-their-own-words testimony to reveal the emotional context behind the “why.”

Mobile-app location studies are also your best safeguard against the recall decay that erodes the quality of online consumer research. Questions that begin with phrases such as  “thinking back on your last visit to a store…” are inherently at risk of failure due to distorted memories. The answers are far more reliable when you know exactly where and when that visit occurred, and gather responses during or just after the visit, before recall bias sets in.

In our Halloween survey, respondents received push notifications of a survey opportunity after they had been located as they entered a Target or Walmart store. They were required to answer within 48 hours to ensure against recall bias.

Among respondents who said they still had Halloween shopping to do during the coming two weeks:

  • As noted, 36% expected to buy candy.
  • 30% were still looking for costumes.
  • 24% intended to shop for pumpkins.
  • 22% were still shopping for decorations.
  • 16% were looking to buy materials for homemade decorations.
  • 10% were going to buy materials needed to make their own costumes.
  • 13% intended to buy alcoholic beverages for their Halloween celebrations.

Consumers in this group are not necessarily procrastinators. 84% of those who said they still had more holiday shopping to do also said they had, in fact, made a Halloween purchase during the same store visit in which they received the survey invitation. 70% said they had bought candy during that visit, 49% had bought decorations, 33% had bought costumes, and 31% had purchased pumpkins. Again, by requiring responses within 48 hours, the study decisively minimized recall bias. Typically, mobile surveys fielded via SOTG have a 25% response rate within an hour, and 50% within 24 hours. The result is data you can trust.

Asked where they intend to shop for those upcoming Halloween purchases, most favored big box retailers across the major Halloween product categories. 60% said they would shop big boxes such as Target or Walmart for candy, 58% for decorations, and 34% for costumes. 

The next most-favored stores were grocery stores for candy (12%), party stores for decorations (13%), and Halloween specialty stores for costumes (22%). Online shopping figured prominently for costumes (20% of respondents), but less so for decorations (6%). Only 3% of respondents said they most often buy Halloween candy from an online store.

We’ll throw in a few more fun facts from the survey:

  • About half of the survey participants said they planned to wear a costume as part of their Halloween celebration.
  • Witches of various kinds were the most popular (5%).
  • Next came cats (3.6%) and characters from the “Batman” franchise – Batman, the Joker, the Riddler and Cat Woman (3.5%).
  • Other favorites were vampires, zombies and pirates (2.4% each), and skeletons (2.2%).

Ten respondents said they would dress as current celebrities, including two each for Donald Trump and Britney Spears. Taylor Swift, Cher, Tom Cruise, Conor McGregor, Mike Ditka and children’s TV stars the Kratt Brothers also can expect to have doppelgangers moving about on Halloween.

To learn more about how to dress your research for success and end your reliance on data that's just masquerading as reality, just get in touch by clicking here

 

 

Topics: mobile surveys, point of emotion, geolocation, market research, consumer insights, mobile app research, in-store surveys

A Survey of Restaurant Customers Shows How Data Can Capture Emotions

Posted by MFour on Oct 2, 2018 6:00:00 AM

Blog fast food 28Sept18

Here’s a consumer insights finding from the world of quick-service restaurants (QSRs) that should resonate with marketers and researchers in other industries as well: it’s not just their wallets or taste buds that are driving consumers' choices. It's their emotions.

MFour fielded a mobile geolocation study and collected survey data from more than 2,000 GeoValidated® QSR customers of seven leading national brands. The results underscore how important it is for brands to understand the role emotion plays in propelling buying decisions.

Located and surveyed just after they'd left a QSR, respondents were asked their single most important reason for choosing that brand on that day. They were given 18 possible motivations, and picked just one. Having a “craving” for their choice's offerings – a completely emotional experience – was the highest-ranking answer. 

  • 23% chose “I was craving” [the brand].
  • 18% chose “it was the most convenient for me today.”
  • 15% chose “[the brand] is affordable.”

Respondents had been drawn almost equally from among the seven QSR brands, and were geolocated at a store. They were required to complete the questionnaire within 24 hours. 

Unlocking the emotional component of buying decisions – the cravings, sense of excitement, urgency, or other feelings that loom so large – requires these three indispensable inputs:

  • GPS-powered mobile geolocation technology that’s a unique capability of smartphones
  • An all-mobile, first-party consumer panel whose members can be located in the right places at the right time so they can respond to mobile surveys while emotions are still fresh.
  • A state-of-the art mobile survey app.

The Surveys On The Go® app gives you all three. If you’re ready right now to talk about how in-app mobile research capabilities can put you in touch with shoppers' emotions to gain the fullest understanding and achieve your brands' business goals, just click here. And if you'd like to take a deeper-dive into how it works, read on. 

A validated, representative mobile consumer panel is paramount.  More than 2.5 million U.S. consumers have download Surveys On The Go® (SOTG), motivated by the opportunity to take part in research while earning cash rewards. In-app mobile surveys gratify respondents' entrenched desire to have seamlessly engaging experiences on their smartphones.

  • Once they’ve downloaded SOTG, users give their informed permission to let the app access to their phones’ location services, so they can be tracked through all their buying journeys and qualify for location-specific studies.
  • Location studies such as the QSR survey track consumers' natural store visits and identify them as soon as they have arrived at a place that’s relevant to the research project at hand. 
  • Once detected in a desired location, consumers receive an in-app push notification alerting them to a survey opportunity.
  • The push can arrive while they're still in the store, or just after they've left; in-store surveys document the shopping experience prior to purchase, and after-visit surveys also capture the purchase itself.
  • Either way, researchers are reaching respondents at the Point of Emotion® at which buying decisions come to a head.
  • Expect response rates of 25% within an hour, and 50% within 24 hours -- compared to the industry norm of 1% to 5%. The differentiator is the unique mobile-app experience.

In the case of the QSR preferences study, respondents were required to complete the survey within 24 hours of their visit. There’s little point in asking a QSR customer the most important reason for his or her visit more than 24 hours after the fact. By then, the Point of Emotion® is long gone, and any response will be rife with recall bias. Ask yourself whether you can remember your most recent visit to a QSR, and state your most important reason for choosing it. If you're not an extremely loyal, extremely frequent customer of a particular brand, you might struggle to answer.

To sum up:

The only way to get a fully-recalled, emotionally-informed understanding of consumers’ preferences and motivations is in-app mobile research with an engaged, first-party mobile panel.

If you have a craving for this kind of data, let's talk. Just click here.

Topics: mobile surveys, geolocation, market research, consumer insights, consumer experience, quick serve restaurants

It's No Fantasy: Online Research Is Like a Player Who Has Hung on Too Long

Posted by MFour on Sep 19, 2018 6:00:00 AM

Blog Football Player 13Sept18

If you're a Fantasy Football player, you probably have been researching yards gained, touchdowns scored and interceptions thrown in your breaks from your main research agenda as a consumer insights pro. Assuming that your Fantasy League hasn't taken over as your main research agenda.

Chances are that one of the research questions you faced was how to evaluate aging stars against emerging young guns. Are Tom Brady, Philip Rivers, Ben Roethlisberger and Eli Manning still Fantasy-worthy, their advancing age?

Or would you be better off suiting up one of the new guys -- Sam Darnold, Deshaun Watson or Josh Allen, for example?

Believe it or not, you face similar choice when you're wearing your market research hat instead of your Fantasy Football GM's cap. Can you eke out another project with legacy data from online surveys? Or is it time to recognize that your longtime warhorse has worn out, and its time to jump to the speed, range and versatility of mobile data? If you make the wrong decision, you won't just lose a Fantasy League membership fee. You'll bring in suspect data that could undermine multi-million dollar business decisions.

Our advice as you decide whether to stick to comfortably familiar online studies is to consider Bret Favre, who was one of the greatest -- until he hung on just a bit too long to get the job done. There's no sentimentality in business, so you need to be sure about the data quality you're getting.

Favre had an epic career that lasted 20 seasons – including more than 17 straight seasons in which he set an all-time NFL record by playing in 321 consecutive games (playoffs included). No quarterback in pro football history threw the ball more (10,960 attempts) or completed more passes (6,781). Along the way, Favre won three straight Most Valuable Player awards in the 1990s, and quarterbacked his Green Bay Packers to two Super Bowls, winning one.

Online research also has had its time of glory. For about two decades it was the most prolific survey mode in the consumer data game, and it provided many most-valuable insights. But as was the case with Brett Favre -- and just about every other great athlete -- time and change take their toll. Online research is in its twilight now, its performance and capabilities greatly diminished from its prime.

The statistics show that Favre hung on one year too many: in 2010, his last season, he threw nearly twice as many interceptions as touchdowns, had the worst quarterback rating of his career (69.9, down from peak years when he was always above 90), and suffered a sprained shoulder and a concussion that kept him out of three games, ending that mighty streak of consecutive games played. Meanwhile, the Packers had moved on, trading Favre to clear the way for Aaron Rodgers, who quickly established himself as a great, Super Bowl-winning quarterback for a new generation.

And so it is with online research as it stands today. Quality completes are harder to come by, projects are being routinely intercepted by fraudulent survey bots, and doubts have set in about online’s ability to deliver a demographically representative consumer panel. Increasingly, we see online providers resorting to Hail Mary tactics such as routing, river sample, and multi-source panel-blending -- and sometimes even claiming that approach is a virtue. But the result is compromised data and widespread discontent with project results. 

Meanwhile, the game has moved on to its next dominant player, in-app mobile research conducted with a validated, first-party consumer panel. Brands and major market research firms are becoming increasingly aware of what it can accomplish. To have a productive conversation about how in-app mobile can help you effectively tackle your projects' specific needs, just click here.

Topics: mobile research, market research, consumer insights, pro football

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