--- title: MFour - Mobile News Mix | in-depth surveys description: in-depth surveys | The MFour blog - The Mobile News Mix is a great source of news and information on mobile market research. --- [![Mobile Market Research - MFour](https://go.mfour.com/hubfs/Mfour_March2018/Image/MFour_Logos-07.png)](http://mfour.com/) - INDUSTRIES - [MARKET RESEARCH](https://mfour.com/market-research/) - [ADVERTISING](https://mfour.com/advertising/) - [AUTOMOTIVE](https://mfour.com/automotive/) - [CONSUMER GOODS](https://mfour.com/consumer-goods/) - [ENTERTAINMENT](https://mfour.com/entertainment/) - [POLITICAL](https://mfour.com/political/) - [RESTAURANT](https://mfour.com/restaurant/) - [RETAIL](https://mfour.com/retail/) - SURVEYS & DATA - SURVEYS - DATA - [CONSUMER PANEL](https://mfour.com/consumer-panel/) - WORKING WITH US - [FULL SERVICE](https://mfour.com/full-service/) - [DO-IT-YOURSELF](https://mfour.com/do-it-yourself/) - [DATA SERVICES](https://mfour.com/data-services/) - [CONTACT US](https://mfour.com/contact/) - [REQUEST QUOTE](https://mfour.com/quote/) - [SCHEDULE DEMO](https://mfour.com/schedule-demo/) - [CALL OR EMAIL](https://mfour.com/contact/) ## [In-App Mobile Market Research Reached 2,500 Millennials for in-Depth Consumer Insights](https://go.mfour.com/blog/in-app-mobile-market-research-reached-2500-millennials-for-in-depth-consumer-insights) Posted by [MFour](https://go.mfour.com/blog/author/mfour) on Nov 14, 2018 11:00:00 AM - [Tweet](https://twitter.com/share) ![Blog Millennial Women 13Nov18](https://go.mfour.com/hs-fs/hubfs/Blog%20Millennial%20Women%2013Nov18.jpg?width=900&name=Blog%20Millennial%20Women%2013Nov18.jpg) Accurate consumer insights on Millennials will continue to be essential for decades. MFour Client [ROTH Capital Partners (ROTH)](http://www.roth.com) 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](https://www.apnews.com/c5db7637c354402b8d823609107b8508). 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. 0 Comments [Click here to read/write comments](https://go.mfour.com/blog/in-app-mobile-market-research-reached-2500-millennials-for-in-depth-consumer-insights#comments-listing) Topics: [millennials](https://go.mfour.com/blog/tag/millennials), [mobile market research](https://go.mfour.com/blog/tag/mobile-market-research), [consumer insights](https://go.mfour.com/blog/tag/consumer-insights), [in-app Mobile surveys](https://go.mfour.com/blog/tag/in-app-mobile-surveys), [in-depth surveys](https://go.mfour.com/blog/tag/in-depth-surveys), [mobile myths](https://go.mfour.com/blog/tag/mobile-myths) [All posts](https://go.mfour.com/blog/all) ### Subscribe to Email Updates Blog Search Go ### Recent Posts ![mfour](https://go.mfour.com/hubfs/Mfour_March2018/Image/cropped-MFour_Logos-03-300x300.png) 19800 MacArthur Blvd. #700 Irvine, CA 92612 T. (714) 754 – 1234 F. (714) 754 – 1244 © 2018 MFour. All Rights Reserved. CONTACT US ×