Mobile Market Research News and Updates

It's a War Out There: Consumer Insights and the Battle for QSR Pizza Market Share

Posted by MFour on Jul 27, 2018 7:00:00 AM

 Pizza Blog 26July18

From a business perspective, a key ingredient for success in the battle for market share in quick-serve pizza delivery and carryout is validated consumer insights from real pizza buyers.

The war for the pizza consumer’s wallet is extremely hard-fought, the latest evidence being Domino’s announcement that it aims to open 2,350 additional stores in the U.S. over the next ten years – a 42% increase from the 5,650 locations it already has. Now that’s an ambitious example of a business trying to increase its deliverables. Right now, however, Pizza Hut is in the lead, with 7,469 U.S. stores at the start of 2018.

Fast delivery is not the only thing QSR pizza brands must deliver. They need excellent counter service, too. Domino’s for example, realized 63% of its $26.5 billion in 2017 U.S. sales from carryout business, per its most recent annual report.

From a marketing and consumer insights perspective, Domino’s, Pizza Hut, and every other QSR pizza or fast-casual pizza chain has at least one thing in common: it’s easy to find out who’s going to each brand’s stores for carryout or dining in, and how much traffic each chain is getting, down to individual stores. You just have to know about MFour’s Path-2-Purchase™ Platform, which you can do by clicking right here.

Important consumer panel facts and mobile research capabilities include:

  • 2 million validated, demographically-profiled real consumers who have downloaded the Surveys On The Go® mobile research app.
  • Store-level accuracy with GPS location tech that tracks and validates each research participant’s store visits across 12.5 million U.S. retail and restaurant locations (including all stores of the top 1,000 retailers, with all the big pizza players represented).
  • Identify key consumer segments to understand the “who” behind those location visits – segment by age, sex, income or whatever else you need, with 250 demographic and ethnographic profiling characteristics.
  • Add the “where” of consumer behavior by observing real, first-party participants’ visits to store locations in a specific zip code, in a DMA, a state, or nationwide.
  • Understand the “when” and the “how often” by observing visit frequency (indicating who’s a brand loyalist, agnostic, or rejector), time of day, day of week, and dwell-time.
  • Crucially, get insights into the “why,” by surveying GeoValidated® consumers after they’ve left a store. Expect a 25% response rate within an hour, 50% within 24 hours.
  • Get competitive insights by identifying, tracking and surveying a rival’s customers.

There’s a lot more – for example, we can help you find and survey pizza delivery workers, too. And another Domino’s initiative, delivering to 200,000 outdoor locations nationwide, such as beaches and parks, can be observed and studied too, via custom geolocation research that captures visits to any place in the U.S. for which you know the latitude and longitude. You can set up a productive personal demo on how to find, reach out to and understand the real consumers most important to your specific research projects and objectives, just by clicking here.


Topics: geolocation, market research, Path-2-Purchase™ Platform, consumer insights, QSR, competitive insights

How To Fight Recall Bias in Consumer Insights

Posted by MFour on Apr 24, 2018 9:50:25 AM


 It’s often said that memories make life worth living. But in consumer insights, too often they make life a headache.

Yes, we’re talking about recall bias, which is the error that occurs when survey respondents give answers based on faulty recall. It’s a harsh reality that while memories are made to be cherished, the reason we cherish them is because they are so easily lost. And in market research, data infected by recall bias compromises everything.

As the authors of a 2017 scholarly study examining recall bias put it, “simple…recall questions generate large measurement errors.” The study focused on a survey by the Canadian government in which respondents were asked how much they had spent on food over the previous four weeks. The answers consistently underestimated actual expenditures, compared to data from subsequent diary studies involving the very same respondents (the authors noted that the diary phase was considered more reliable, but had accuracy problems of its own because of data-distorting factors such as respondents growing tired of having to record expenses each day).

The good news is there’s now an almost surefire remedy for recall bias in consumer research. But first, let’s dig a bit deeper into the problem, by asking you to take a very quick survey.

  • How often have you eaten quick-serve restaurant food in the past two weeks?
  • How many times have you stopped for gas over the past four weeks?

  • When did you last pass by a billboard for [fill in the name of the brand or product]? 
  • Do you like being asked questions you can’t properly answer?

That last one is rhetorical and perhaps a bit facetious. But the fact is, recall-based research happens all the time, and it puts insights professionals in the uncomfortable position of having to present recommendations to decision-makers that the researchers know are tainted by recall bias. Until now there has been no reliable and affordable alternative, except to accept recall bias as a fact of life and hope it doesn't distort data too badly.

But now there is.

Users of the new Path-2-Purchase™ Platform are putting recall bias behind them. They’re targeting mobile consumers by leveraging smartphones’ GPS features to find real people in real time and in the most relevant places, for in-the-moment, Point-of-Emotion® research. Instead of asking about experiences from a week ago, they’re getting insights into what their consumers just did – or are doing right now – along with vivid and trustworthy feedback on why they’re doing it and how it makes them feel.

It’s also important to note that with Path-2-Purchase™ you don’t have to even ask a question to learn how many times a consumer has been to a gas station or a quick serve restaurant over the past two or four weeks. Respondents opt in for location tracking that automatically tells you where, when, how often and for how long they’ve been in a given location. You can use that information to build a perfectly-tailored questionnaire. You also can track whether they’ve come in view of your brand’s billboards.

Early adopters of Path-2-Purchase™ Platform are beating recall bias at last, and so will you. For a one-on-one demo of how it can fill your projects' specific needs, just click here.

Topics: geolocation, Path-2-Purchase™ Platform, consumer insights

1,000 Fast Food Diners in One Day

Posted by admin on Sep 7, 2016 7:46:53 AM
To find out how you can reach fast food customers (or any other chain store shoppers) before they've even left the parking lot, tune in Wednesday, Sept. 21 at 12 noon, Pacific, for "After-Visit Evaluation: Insights When They're Fresh." It's the next webinar on how to use MFourDIY, the only all-mobile, do-it-yourself survey-building platform.
Sign up below for any upcoming 30-minute session.
Wednesday, September 21, 12 p.m., Pacific
Wednesday, October 19, 12 p.m., Pacific
Wednesday, November 16, 12 p.m., Pacific
Also, we've posted previous webinars on  YouTube.

Topics: MFour Mobile Research, fast food, max, after-visit, MFour Blog, mobile, geolocation

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