Mobile News Mix

No Blowing Smoke: Sharp, Sensible Thoughts from Swedish Match’s Research Chief

Posted by MFour on May 29, 2018 9:49:19 AM

Blog Swedish Match Quotes 15May18 

Here are some thoughts well-worth passing along, from Steve Seiferheld, Director of Market Research for the U.S. Division of tobacco-products company Swedish Match. They’re from a recent edition of Quirk’s Media’s ongoing Q&A feature, Conversations with Corporate Researchers.

What stands out is Steve’s willingness to call out complacency and inertia in the market research industry with a clear, strong voice. He’s rightfully adamant about the need for insights professionals to bolster their self-confidence about their importance to their organizations. To which we would add that confidence starts with an unshakeable self-assurance that the technological tools and data sources you’re using are state-of-the-art.

A lack of confidence in your tools and the data you've obtained with them is likely to color your presentations to decision-making stakeholders. Conversely, smart, specific recommendations  grounded in confidence that your data is state-of-the-art will go a long way toward earning you a respected spot at the decision-making table.

Take it away, Steve Seiferheld – and thanks!

  • “We continue to focus on the same tired, in-the-weeds issues without being able to construct a simple story on how to move a business forward. Twenty-five years ago we were worrying about how to weed out bad survey respondents. Today, we are worrying about how to weed out bad survey respondents. Why?”
  • “…let your objectives drive your methodology, and never vice versa. I choose the methodology that will make it easiest for my target audience to provide the type of feedback I need.”
  • “Nobody seems willing to point out how we are our own enemy. Our industry needs voices to steer us toward being leaders in our organizations. Swedish Match values me because when I present, my key findings tell people what to do. Other researchers hurt our industry by worrying more about Likert scales and eye-tracking than how to acquire more customers and improve profits.”
  • “Repeatedly I encounter corporate researchers who see themselves as subservient to marketing, sales and other functions. We cannot expect progress until researchers shed that mentality. My role is just as important as anyone else’s. I understand the consumer better than anyone else in my organization and understanding the consumer is vital to ensuring a company’s success.”
If these thoughts make sense to you, start putting them into action. Learn how the most advanced mobile-app research capabilities, such as proprietary GeoIntensity® and GeoNotification® can get you reliably validated data, vivid insights and compelling consumer stories you can bring to the table to drive positive action for your company, and earn respect for your role as researcher. To get in touch, just click here.

Topics: market research, consumer research, consumer insights, quirks

Golden State Outpolls Cleveland in a State-By-State Survey of Pro Basketball Fans

Posted by MFour on May 17, 2018 12:22:24 PM

nba-map

Golden State is America’s team in the pro basketball playoffs, but not by a landslide.

With the pro basketball season approaching its climax,  MFour sought consumer insights on viewership and team loyalties from more than 5,000 Millennial and Gen Z fans nationwide who are watching the league playoffs. Asked who they’re rooting for, Golden State was a fan favorite in 21 states, Cleveland was the top pick in 18 others, Boston won 7 states, and Houston just one – its home state of Texas.

A plurality of fans in Oklahoma, Oregon and Utah said they were watching the playoffs, but not rooting for any of the four semifinalists.

In the nationwide popular vote, fans were rooting for Golden State over Cleveland by a narrow margin of 27.5% to 25.7%, followed by Boston (20%) and Houston (15.5%). Golden State enjoyed coast-to-coast support, sweeping ten of the 11 Western states in which the majority of fans had a rooting preference, but also winning the South and pulling support from two Midwestern and two Northeastern states. Cleveland enjoyed fan support in all regions except the West, where only Montana fans opted for LeBron James and company.

For more results from the fan survey, just click here.

Topics: professional basketball, professional sports, consumer insights, consumer survey, consumer research

4 Insights You Need for Mobile Research Success

Posted by MFour on May 10, 2018 9:30:00 AM

Mobile App Blog 9May10

As Pew Research Center has documented, consumer insights research needs to be mobile to reach the representative slices of the public that successful market research requires. But there's a deeper layer of understanding insights professionals must master to get mobile right. Here are some tips as you explore mobile research solutions: 

  • Understand why “mobile research” is not a generic term.
  • Learn the key differences between the two kinds of mobile – “mobile optimized” (also called “mobile web”) and mobile-app.
  • Be aware that “mobile optimized” research is traditional online research conducted on smaller devices. It’s a new vehicle for the same old online research environment.
Here are two additional key statistics to keep at the front of your mind as you look for mobile research solutions:
  • eMarketer reports that U.S. adult smartphone owners’ average daily mobile app usage exceeded mobile web usage by a ratio of 5.6 to 1 in 2017 – 145 minutes for apps, and 26 minutes for mobile web.
  • This year, the gap is predicted to grow to 6 to 1 as time spent rises 6.9% for apps while staying level for mobile web.

The decisive takeaway is that when you’re talking about consumers inhabiting a mobile environment, you’re actually talking about people living in the mobile-app environment. Asking them to take surveys via the mobile web is tantamount to not using mobile at all.  

To dig deeper into the differences between mobile-app research and mobile-web/mobile optimized research, check out this blog post, “Mobile 101: Why Native App Technology Beats `Mobile’ Optimized.” Or you can set up a one-on-one demo to explore the whole story about how MFour’s mobile-app solutions can meet your own specific research needs. Just click here.

 

Topics: smartphone apps, mobile surveys, mobile research, mobile DIY, mobile app, market research, consumer survey, consumer research

What Magazine Readership Trends Tell Us About Mobile Consumer Insights

Posted by MFour on May 3, 2018 11:50:18 AM

Blog Mobile Magazine Readership  3May18

Consumer insights professionals need to understand today’s consumers in their natural environments, and by now they know that means reaching them on mobile.

Recent readership statistics reported by the Assn. of Magazine Media affirm just how big and necessary the mobile ecosystem has become for anyone who needs to engage consumers. The study shows that mobile devices continue to achieve separation from desktops and laptops as U.S. consumers’ choice for magazine content.  

  • The association's Brand Audience Report for March says that 32.2% of the month’s 553.6 million magazine readers arrived via mobile, up 8.5% year over year.
  • Only 11.6% of magazine site visits occurred on PCs, down 8.9% from March, 2017.

The report also shows that, of the five most-read publications, three received their greatest audience share from mobile. And all five attracted far more readers on mobile than they did on PCs. Here are the comparisons:

  • WebMD Magazine: 59.1% of 60.8 million March readers were mobile; 21% arrived via PC.
  • Allrecipes: 60.7% of 46.2 million readers were mobile; 19.9% PC.
  • ESPN the Magazine: 43.7% of 96.5 million readers were mobile, 25.7% PC.
  • People: 36.8% of 78 million readers were mobile; 8% used PCs.
  • AARP magazine: 14% of 49.4 million readers were mobile; 7.9% used PCs.

In fact, of the 116 titles for which the Assn. of Media Magazines provided comparisons, only five attracted more readers on PCs than on mobile: Automobile, Car Craft, Flying, Hot Rod and Street Rodder.  Prestigious titles in which mobile access dominated over PCs include The Atlantic, Car and Driver, Cosmopolitan, Elle, Esquire, Fortune, GQ, Money, National Geographic, The New Yorker, Smithsonian, Time, and Vogue.

Print readership + subscriptions to digital editions of print publications retain an overall lead, according to the study, at 51.3% of total magazine readership. However, that category continues to drop, with a 1.7% year-over-year decline compared to mobile readership's 8.5% rise. This suggests that established mag readers and, perhaps most important, new readers, are turning to mobile.

The key takeaway for market research and marketing is that following mobile consumers into their natural environment is crucial to growth for virtually any business. Which is exactly what MFour has been urging since 2011, when it pioneered mobile market research by introducing Surveys On The Go® as the nation’s first all-mobile research app.

For insights professionals who are ready to dive into mobile, these are the questions that need fast, authoritative answers: 

  • What are the best practices in mobile market research? 
  • What are the most advanced capabilities for obtaining the most relevant, accurate and insights-rich data?
  • What sample quality and representation should I expect?
  • In going mobile, does gaining access to consumers mean having to dumb down my research and sacrifice data quality?

You can get all these answers and more by setting up a one-on-one demo that will focus on meeting your projects' specific needs with proprietary, mobile-only research products such as Path-2-Purchase™ Platform and MFourDIY®. Just get in touch by clicking here.

Topics: consumer insights, MFour Mobile Research, mfourdiy, mobile DIY, market research, consumer research, mobile app, mobile insights

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