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,

MFour's Partnership with IRI Results in New Insights on Cannabis Users

Posted by MFour on Mar 13, 2019 9:44:59 AM

MFour partnered with leading research firm IRI for IRI’s “New Cannabis Attitude and Usage Study,” surveying legal adult cannabis users to understand their attitudes and motivations, and what further legalization might mean in the marketplace. Among the key findings:

  • Cannabis consumers defy stereotypes.
  • Cannabis products replace purchases of over-the-counter medications.
  • But snack-food manufacturers stand to benefit as legalization spreads.

To read IRI’s press release announcing the cannabis study’s results, click here.

Related: IRI and MFour Partner To Launch IRI OnSights™

Topics: consumer survey, mobile market research, market research panel, IRI Partnership

Is Market Research Fated To Go the Way of Video Stores?

Posted by MFour on Nov 29, 2018 6:00:00 AM

Blog Video Stores 20Nov18

How important is it to collect fast, accurate data about customer experiences? In one history-making case, a single bad customer experience may have destroyed an industry. 

According to Netflix’s origin myth, company founder Reed Hastings first conceived the idea of a mail-order subscription video service after being slammed with a large late fee because he was tardy in returning a videocassette of the movie, “Apollo 13” to the store he’d rented it from.

You can read this Quartz.com report about how Netflix came to be. While it’s possible that the late-fee incident has been embellished somewhat in its frequent retelling, there’s no question that Hastings wasn’t satisfied with his own video rental experiences and took them as a cue for groundbreaking entrepreneurship. The result has had immense consequences for the distribution and consumption (and more recently, the creation) of video entertainment.

According to estimates from the Digital Entertainment Group, brick-and-mortar video rental stores grossed $393 million in 2017, compared to $11.5 billion for streaming services and video on demand. Meanwhile, the number of video stores fell from nearly 30,000 in 2000 to just over 2,000 in 2017, according to a USA Today feature on America’s fastest-dying industries.

While industries typically can’t trace their collapse to a single failure to provide a satisfying customer experience, poor encounters with brands and retailers inevitably erode their earnings and chase consumers to their competitors. Negative sentiment takes wing in an instant on the internet, and if those perceptions take hold they will threaten revenues and profits.

So staying continually on top of what consumers think and feel about a brand should be a day-by-day priority, verging on an obsession, for market research. Now, thanks to GPS location studies conducted through a mobile research app, it’s an obsession that’s easy to satisfy.

The best time to assess the quality of consumers’ shopping experiences is while the experiences are actually happening, or just after. In-store and after-visit mobile geolocation studies get that job done. Store atmosphere, service quality, pricing, the ease or difficulty shoppers have in navigating the aisles to find the products they want – all can be best assessed at the Point-of-Emotion®. It’s the spot on the place/time continuum where responses from consumers are most vivid and come closest to the whole truth about what they are experiencing, how they feel about it, and how those experiences influence their buying decisions and overall satisfaction.

Of course, GPS location studies will only be as good as who you’re locating and how engaged they are with your research. Unless you want heaps of well-documented trouble associated with the quality of online consumer surveys, the crucial “who” has to be a first-party, single-source consumer panel of validated actual shoppers. MFour’s consumers are gathered around Surveys On The Go®, the most highly-developed, highest-rated mobile research app.

The satisfaction of 2.5 million U.S. consumers who have downloaded SOTG is the big difference maker. They’re engaged, carefully profiled mobile research participants who doubly opt in to have their location journeys tracked, in exchange for increased opportunities to receive surveys they complete quickly on their smartphones. That’s how you’ll identify them in-store and survey them when it matters most.

Expect 25% response rates within an hour, and 50% within 24 hours. And if you want to follow them beyond the moments of shopping and purchasing, and understand their satisfaction at the moment they’re actually using or consuming a product, that’s also an easy “get” for in-app mobile. Expect response rates of 85% for In-Home User Tests conducted up to two weeks after a purchase.

Reed Hastings realized he could transform the movie-rental experience (and the future of rental revenues) by using technology to make it easy on the consumer. You can do the same for yourself. Market research conducted with the state-of-the-art GPS location and consumer-panel quality unique to in-app mobile research will be more satisfying to you as a consumer of market research tools. If the online consumer data you’ve been collecting isn’t giving you what you need, maybe it’s time for some innovative thinking and action of your own.  

 

Topics: consumer survey, mobile research, geolocation, market research, mobile tracking

Why Is `Why?' the Market Research Question Your Geolocation Provider Can't Answer?

Posted by MFour on Nov 6, 2018 7:00:00 AM

Blog Toddler Why 2Nov18

Toddlers do it incessantly. So why can’t virtually all of the location-research providers who’ve been trying to sell the market research industry on their ability to track consumers’ store visits?

We’re talking about being able to ask the fundamental question, “why?” As anyone who’s spent much time with little kids can attest, it’s never far from their tongues.

Why?

Because “for children, `why’ questions help them make sense of the world around them….These `why’ questions also help spur and accelerate learning,” says Rebecca Palacios, one of America’s most respected experts on early childhood education, in a Huffington Post article titled “Why Do Children Ask Why?”

So here’s our own “why” question of the day:

Why can’t those location-research tech and analytics providers let you do as a consumer insights pro what you did almost nonstop when you were knee high to a Great Dane?

Why won’t they let you ask the “why” behind the buy?

Here’s why: technology and data analytics providers don’t really know market research.

They know how to find undifferentiated people, and tell you how many of them have gone to a given location. They’re able to collect footprints, but they can’t help you connect with the actual human beings who are leaving them. They can’t help you ask “why,” the most important question when it comes to understanding and influencing consumer behavior.

Yes, footprint data can be illuminating to an extent as a standalone, but its most advanced use is to point you in the right direction in your quest to truly connect with consumers and understand the many whys behind where they go – and what they think, feel, see and do while they’re there.

MFour creates location technology, but we do it in the specific context of perfecting it for the sake of market research. We pioneered building location capabilities for market research, and we’re the only company to have simultaneously built an all-mobile, validated first-party panel for that technology to track.  (with their double opt-in informed consent).

You’re in the business of obtaining a 360-degree view of consumer behavior, and so are we. Not just the “where,” but the “why.”

  • Why did a consumer we located as he passed in view of a billboard for Target visit a Target store three days later? 
  • Was it attributable to the ad exposure, or just a coincidence?
  • Why do some consumers alternate frequently between Target and Walmart – as reflected in their location footprints?
  • Why are some big box shoppers loyal to one while completely rejecting the other?

The moral of this post is that you should never let any market research provider sell you short by not permitting you to unleash your inner three-year-old. Don’t settle for footprints and algorithmic models that can’t begin to give you the “why” to questions like the ones above.

Always insist on the “the why” behind the buy.

Why?  Because you can’t afford not to.

To learn more about how to target, track and survey mobile consumers by using MFour's Path-2-Purchase® Platform, just click here

 

Topics: consumer survey, mobile research, geolocation, market research, Path-2-Purchase™ Platform, surveys, mobile app research, in-store surveys, consumer panel, mobile consumer panel

MFour Bolsters its Research Operations Team with Two New Hires

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

Hiring R Gubernik

Hiring L O' Campo

Reed Gubernick (L) and Laura O' Campo

MFour has added two new Operations Department team members who will help ensure that clients receive excellent service and project outcomes. Reed Gubernick joins as a Research Manager, and Laura O’ Campo as a Research Associate.

Reed arrives with market research experience at previous employers NPD Group and Qualtrics. He’s a graduate of Brigham Young University, where he earned a Bachelor’s degree in Applied Statistics & Analytics and exercised entrepreneurial muscle by founding a clothing-design company.

Laura previously was a Project Manager for WeLocalize Life Sciences, working closely with clients of its translation services for clinical trials. She holds a Bachelor’s degree from Allegheny College, where she was a double-major in Psychology and Spanish. Her leisure interests include spending time with family, kayaking, volunteer work and giving a home to two ferrets and a Chihuahua.

Welcome aboard, Reed and Laura!

Topics: consumer survey, market research, consumer insights, hiring news

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

82% of Pro Basketball Fans Are Heavy Playoff Viewers

Posted by MFour on May 15, 2018 3:11:02 PM

 Screen Shot 2018-05-16 at 9.15.14 AM

In a nationwide survey of 5,032 Millennial and Gen Z respondents who are interested in pro basketball, 82.1% said they are frequent watchers as this season’s league playoffs near their climax. That includes 65.6% who report watching “nearly every game,” and 16.5% who said they’ve watched every game.

Frequent viewership ran even higher in states that are home to the four teams still in contention: Texas (94.7%), California (90.6%), Ohio (90%) and Massachusetts (88.5%).

But viewership also was intense among respondents living in some states that don’t have a pro basketball team, let alone one that’s still in the playoffs. That includes 93.7% of respondents in Virginia who said they have watched every game or nearly every game; 89.3% in Washington state, 84.7% in Kentucky, and 83% in Missouri. Survey respondents were ages 13 to 40.

As the conference finals continue with Golden State against Houston and Cleveland against Boston, rooting interest is fairly evenly distributed: 27.5% of respondents want Golden State to repeat as champion, 25.7% are for Cleveland, 20% for Boston and 15.5% for Houston. An additional 11.3% said they are watching but not rooting, since the team they wanted to win the championship has been eliminated.

Golden State owed its favorite-team status to female respondents, 38.8% of whom said they were rooting for the champs to repeat. Men, who made up 87.6% of all respondents, actually gave a rooting edge to Cleveland over Golden State, by 26.2% to 25.9%. 

Fans in Massachusetts appear to be the most deeply-invested in their home-state team, with 84.8% saying they are rooting for Boston. Among Ohioans surveyed, 78.3% are pulling for Cleveland.  Meanwhile, Golden State commands loyalty from just 53.1% of the Californians surveyed, and Houston has the rooting allegiance of just 44.8% of the respondents from Texas.

One big difference is that Boston and Cleveland each has its home state to itself, while Golden State and Houston both share their states with other teams – three others in California, and two others in Texas.

But even Massachusetts and Ohio residents who aren’t rooting for their home-state teams are rooting for somebody: not a single respondent from either state said he or she had no rooting interest at all. In California, 8.6% of fans said they’re continuing to watch the games even though they have no rooting interest, and 9.2% of respondents from Texas are watching but not rooting.

As for their views on individual stars, 40.7% of all respondents predicted that James Harden of Houston will win the league’s Most Valuable Player award, followed by 39.9% predicting LeBron James of Cleveland and 8.5% predicting that Kevin Durant of Golden State will take the honor.

The basketball fans surveyed also are heavily oriented to other professional sports: 87.5% said they are interested in pro football, 62.6% have an interest in baseball and 38.6% are fans of ice hockey, where the playoffs also are approaching a climax and competing for viewers. Professional soccer commanded interest from 30% of the basketball fans surveyed, and stock car racing had a 21.6% share.

Most of the fans who are watching the basketball playoffs said their interest doesn’t extend to the celebrity news surrounding one of the players, Cleveland center Tristan Thompson, whose relationship with reality TV star Khloe Kardashian reportedly is in jeopardy. Only 39.5% expressed an opinion as to whether the couple would stay together; 60.5% chose the answer, “I really don’t care, I have better things to do with my life.”

Methodology: The study was conducted May 10-14, fielded to validated, first-party U.S. consumers ages 13 to 40, who participate in research using MFour's mobile survey app, Surveys On The Go®. The 15-question survey was begun by 17,972 consumers nationwide, of whom 5,076 met qualifying criteria; 99.1% of qualifiers completed the survey. Mean completion time was 2 minutes, 59 seconds. 

 

 

Topics: consumer survey, millennials, market research, consumer insights, professional basketball, Gen Z, professional sports

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

MFour Lets You Target Respondents by the Apps They Use

Posted by admin on May 4, 2016 8:00:07 AM

target-green

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.

Topics: MFour Mobile Research, consumer survey, google play, News, app store, MFour Blog, smartphone apps, market research

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