Why Market Researchers Shouldn't Stay Married - To Online Trackers

Posted by MFour on Nov 20, 2018 7:00:00 AM

Blog Marriage Stats Trackers 14Nov18

While market research continues to pop the questions it takes to gain consumer insights, young adults in the U.S. are becoming less and less likely to pop the question that sets couples on the path to marriage.

The U.S. Census Bureau reports that 29% of today’s 18- to 34-year-olds are married, compared to 59% in 1978. The median age at first marriage is now 29.8 years for men and 27.8 years for women, continuing a steady climb that began in1950 and has accelerated since the Great Recession.

Meanwhile, 3.85 million babies were born in the U.S. in 2017, a drop of 2% in just one year, and a decline of nearly 7% from the number of U.S. births in 2009.

Economics is clearly a factor. Among the 71% of adults under 35 who are not married, only 20% earn at least $40,000 a year. For married young adults, the proportion earning at least $40,000 doubles to 40%.

Marriage, parenthood and the formation of households are, of course, of fundamental importance not only to people’s personal lives, but to their lives as consumers. Perhaps the most important message that market research can take from these powerful demographic developments is that big changes are afoot, even for enduring facets of life that many of us consider unshakable. In the face of great changes, it’s crucial for consumer insights professionals to be constantly alert and rapidly adaptable when it comes to the best practices for understanding how the consumer landscape is shifting.

Given these realities, does it make sense to accept longstanding common wisdom about research and its methods? For example, should long term tracking studies put such a premium on methodological consistency that they sacrifice accuracy for the sake of keeping all their data ducks in a neat row?  The acceleration of change should tell you that those ducks are probably waddling around in patterns that have changed considerably since the tracking study was launched.

If you’re committed to continuity in your online trackers, and worried that you’ll lose data continuity if you switch to mobile, it’s time for more flexible thinking. Mobile living is the way consumers live today. Their phones are always with them. The personal computers you’ve relied on for answers to online tracking surveys are now optional for many consumers, and they’ve become especially less relevant outside of white-collar workplaces and home offices.

So if you’re still holding out against mobile tracking data, maybe it’s time to reconsider whether that approach is really stalwart and steady-on. In a changing world, integrating mobile data into tracking studies isn’t the risky play. It’s the conservative move – if data accuracy and true consumer representation are the values you’re trying to conserve. In a time of flux, the riskiest behavior is to ignore fundamental changes and stand still. For better or for worse, it’s just a fact that young adults are postponing marriage. It’s also just a fact that consumers have gone mobile. To stay on track, trackers must move with them.

For more on how to integrate mobile into your tracking studies, just click here.




Topics: millennials, demographics, market research, surveys

Learn: Mobile DIY in 30 Minutes

Posted by admin on May 9, 2016 1:38:46 PM

To know it is to love it. MFour Mobile Research’s new MFourDIY, that is. We invite all market research professionals to see for themselves. Sign up for our webinar series on how to use the industry’s first and only all-mobile, do-it-yourself survey-building platform. Next up: Mobile Panel 101: “Reaching Millennials and Other Elusive Demographics,” Tuesday, May 10 at noon, Pacific.

Here are all the currently-scheduled webinars and their topics:

Mobile Panel 101
Reaching Millennials and Other Elusive Demographics
Tuesday, May 10, noon, Pacific
Click here to register

MFourDIY: Getting Started
Wednesday, May 18, 11 a.m. Pacific
Click here to register

Getting Responses from "Non-Buyers"
Creating an After-Visit Survey
Tuesday, May 24, 12 noon, Pacific
Click here to register

Topics: MFour Mobile Research, non-buyers, News, webinar, MFour Blog, mfourdiy, millennials, mobile DIY, demographics

Fill Your Quotas in Just One Day

Posted by admin on May 3, 2016 12:49:50 PM

Find out how in 30 minute webinars introducing game-changing MFourDIY 

Need Millennials -- and fast? Invest 30 minutes to find out how to fill all your quotas in one day. Sign up now for weekly half-hour how-to webinars on MFourDIY, the unprecedented new do-it-yourself survey-building/all-mobile panel platform from MFour Mobile Research.

Mobile Panel 101: Tuesday, May 10, noon Pacific
Reaching Millennials and Other Elusive Demographics

To register for May 10: https://attendee.gotowebinar.com/rt/9141654506830765570

The "Getting Started" overview/introductions take place every other week. In between we spotlight specific features of MFourDIY – what they do, and how to use them.

MFourDIY: Getting Started: May 4, 9 a.m. Pacific & May 18 11 a.m. Pacific

To register for May 4:  https://attendee.gotowebinar.com/rt/9141654506830765570

To register for May 18: https://attendee.gotowebinar.com/register/3516797111734130436

Topics: MFour Mobile Research, News, webinar, MFour Blog, millennials, quotas, demographics

Get to Know MFourDIY

Posted by admin on Apr 22, 2016 5:17:33 PM

MFour’s ongoing webinar series educating market research professionals about its powerful yet simple to use new MFourDIY survey-building platform continues Thursday, April 28 at 11 a.m., Pacific Time.

Join us for a half-hour session we’re calling “Building GPS-Enabled Surveys: A thousand completes at Walmart today.”

Here are all the currently-scheduled webinars and their topics:

Building GPS-Enabled Surveys: A thousand completes at Walmart today.
Thursday, April 28, 11 a.m. Pacific

MFourDIY, a Basic Overview
Wednesday, May 4, 9 a.m., Pacific

Mobile Panel 101: Reaching Millennials and Other Elusive Demographics
Tuesday, May 10, noon Pacific

Click below to register for any or all of these half-hour sessions.


Topics: MFour Mobile Research, News, MFour Blog, mfourdiy, millennials, webinar series, demographics, gps

MFour Has Voter-Matched Its All-Mobile Panel

Posted by admin on Mar 10, 2016 11:04:47 AM

MFour Mobile Research announced it has voter-matched its all-mobile U.S. panel. With close to one million panelists, MFour’s voter-matched panel can deliver political insights and information on the beliefs & attitudes that shape U.S. voter behavior, including insights from hard-to-reach groups like Millennials.

In addition to the 200+ demographic points, MFour’s all-mobile voter-matched panel provides information on:

  • Voter identification number
  • Registration status
  • Party affiliation
  • Voter history for general and primary elections
  • Congressional district
  • Senate & Judicial districts

Topics: MFour Mobile Research, MFour Blog, millennials, mobile, politics, demographics, voter, voting

Benefits of Mobile Research

Posted by admin on Nov 18, 2014 12:17:12 PM


Mobile research has reached its culmination due to the introduction of touch screen technology, which has revolutionized the way people use and perceive their mobile devices.  Market researchers are now capable of monitoring mobile browsing trends and behaviors, allowing analysts to conduct questionnaires and surveys using these same devices.  The increased benefits for consumers include a greater extension of the customer’s reach to improve the experience of the respondents.

With faster response times, this means that the opinions of more people can be analyzed and applied to market data and consumer demands.  This information is much more useful if customer insights are gathered during the experience, because it provides indications into what people are thinking while they are considering a specific purchase.

Point of Decision

One thing we have learned from Behavioral Economics is that humans are much less rational than we believe ourselves to be.  Mobile research allows market researchers to get closer to the exact moment we make decisions, or the point of decision.  This provides better information into the decision-making process and explains why people behave in a particular way.  If companies have a better understanding of why people make their decisions, they can tailor their product and services to better meet customer demands. 

On a more fundamental level, it is important to provide surveys during their experience because people forget.  If you ask a consumer to provide feedback from an experience days or even weeks prior, the data collected is hazy and prone to post-purchase rationalizations.  If respondents provide data during the experience, it holds much more truth since it is an instinctual response.

Links Emotions to an Event

Emotions are an excellent predictor of human behavior.  If information is gathered during a consumer experience, the company will receive better clues about the context in which they are received.  The message conveyed when a consumer is under stress is much different than when they have had time to process their thoughts and perceptions.  Knowing what events or interactions precipitate these emotions will allow companies to better design their products and services.  Responses which are conducted after the experience may not be as strong as those received “in the moment”.

When companies have true emotional responses to their product or services, it facilitates more immediate changes and innovations.  When the corporate decision-makers can empathize with the customer and feel their pain or frustration, it will result in immediate reaction.  It will better inform “the people in charge” of what needs to be changed and cause a stronger emotional response from the company so they will do something about it.  Mobile research provides customer proof to help drive a customer-centric change rather than relying on the speculation of analysts.


The strongest argument for mobile research is the speed at which it can be conducted.  If trends continue along their current path, mobile devices will soon become the primary means to browse the internet.  While it is true that certain demographics are more heavily represented among mobile users, this is quickly changing to include a vast majority of the American population.  Mobile research allows a greater number of people to be reached in a much shorter time span since nearly every consumer will have some type of mobile device.  Marketers and researchers are now able to access consumers via their preferred mode of communication.  This provides a convenient and personalized means to collect data, which greatly increases the response rate.

With increased response rates, companies have a broader perspective of what their customers want.  Having tangible insights into the consumer psyche facilitates a faster corporate response and a more agile market approach.  To put it simply, if companies understand what the customers want when they want it, they are going to get a faster response due to mobile research.  It has streamlined the process of gathering qualitative and quantitative data and eliminated the need for the middle man.

Topics: emotions, mfour, mobile research, mobile surveys, speed, technology, MFour Blog, point of decision, demographics

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