Mobile News Mix

Pro Football Survey: 80% of Fans Are Watching Regularly, but the Youngest Adults Are the Least Committed

Posted by MFour on Sep 11, 2018 6:04:37 PM

 

2018 Football Survey

The good news for professional football and the networks and advertisers who invest heavily in the games is that its viewing audience is extremely loyal. A survey of 600 fans who watched at least once during last weekend’s season-opening round of games found that 80% plan to follow pro football regularly, compared to 20% who said they’ll only watch occasionally.

A less reassuring data point for the pro football industry is that the younger the fan, the less likely they are to be a regular viewer. The 21- to 24-year-old bracket expressed the least loyalty, with 72% saying they’d watch regularly, compared to 82% among 25- to 34-year-olds and 85% for ages 35 to 44.

Still, among fans who watched during the opening weekend, 41% of all respondents said they expect to watch more pro football this season than they did in 2017, and only 4% said they’ll watch less often – with younger viewers matching the overall averages.

Amid widespread speculation that pro football’s command on American sports fans is slipping a bit, as reflected in TV ratings, MFour fielded a survey the morning after the season’s first long weekend had ended. The respondents were the sport's core demographic - males nationwide, ages 21 to 44.

One major change affecting sports viewership is the advent of streaming services that are seizing a share of the audience from cable, satellite and terrestrial carriers.

  • 15% of the fans surveyed said they were streaming NFL games instead of using a legacy viewing platform.
  • The average football streamer reported using two different services; the favorites were YouTube (41%), the NFL App (37%), Amazon Prime (30%), and Hulu with Live TV (21%).

The television set hasn’t lost its hold on viewers, with 90% reporting that they watched a game on a TV. But survey results underscored how we’re living in an age of multiple devices for individual consumers – and that the younger they are, the more device-diversified they are likely to be.

Here’s a comparison of 21- to 24-year-olds vs. the primarily Gen X audience in the 35 to 44 age bracket. Figures for the younger adults, including 21-year-olds who the U.S. Census Bureau categorizes as the leading edge of Gen Z, are stated first:

  • TV screens: 89% vs. 93%
  • Mobile phones: 36% vs. 23%
  • PCs: 32% vs.12%
  • Game consoles: 22% vs. 8%.

The older the respondent, the more likely he’d be watching at home: 87% of the Gen Xers, 76% of Millennials ages 25 to 34, and 69% in the younger-adult group. The inverse was true of watching games in a bar or restaurant, frequented by 13% of fans under 35, and 7% among those 35 to 44.

Watching football was a solitary pursuit for 21% of respondents; at the other end of the spectrum, 13% said they’d watched with 7 or more other people; 38% watched in groups of two or three.

Also of interest:

  • Nearly half the fans (46%) said they had fantasy football wagers riding on players’ performances. 
  • 61% of the fantasy players said they were enrolled in two or more leagues.
  • 12% are playing in at least four leagues.

Pro football Sundays (and Thursdays and Mondays) provide excitement for providers of food and drinks as well as the fans who consume them.

  • 72% of respondents said they had snack foods such as chips and dips during a game, 62% ate hot food, and 53% imbibed alcoholic drinks.
  • Beer and football go together like touchdowns and points after: 87% of those who drank said they’d had a beer.
  • 45% downed liquor or mixed drinks, 16% went for flavored malt beverages, 10% sipped wine, and 9% had hard cider. So there was a whole lotta mixin’ going on. The survey did not query respondents about post-game stomach distress. 
  • The most-favored beer brands were Bud Light (consumed by 35% of the survey's beer-drinkers), Corona (28%), Coors Light (21%), Budweiser (21%), Miler Lite (19%), Blue Moon (19%) and Heineken (17%).

As for the Super Bowl, the biggest event of the season for watching and consuming, 31 of the 32 NFL teams got votes when asked who would win. 

  • The Tennessee Titans (no votes), Arizona Cardinals, Buffalo Bills, Cincinnati Bengals and Tampa Bay Buccaneers were voted the least likely to succeed, each picked by fewer than 1% of respondents.
  • If you believe in the wisdom of crowds (which, after all, is the fundamental tenet of consumer research), the smart money, as usual, is on the Patriots (17%), followed by the Rams (11%), Packers (9%) and Eagles (8%).

Methodology: The 24-question survey was fielded Tuesday, Sept. 11 to U.S. males ages 21 to 44 who use MFour's proprietary mobile research app, Surveys On The Go®. 600 completes were collected within 3 hours. Qualifying respondents stated they are interested in the NFL and had watched at least one televised or streamed game during its opening weekend. 

Interested in on how you can achieve fast, accurate and representative quick-turnaround research data of your own? Just get in touch by clicking here.

Topics: mobile surveys, surveys on the go, market research, consumer insights, surveys, pro football

MFour Adds Team Members in Data Science, Research Technology and Finance

Posted by MFour on Sep 11, 2018 9:39:27 AM

Prince_Kanad_Kyung_logo 

Prince Mabandla, Kanadpriya Basu, Kyung Lee (L-R)


MFour has added a new Data Scientist and Software Engineer who will help refine and innovate processes for obtaining the efficient, quality data clients need, as well as a new Controller. 

Dr. Kanadpriya Basu joins as Data Scientist. He’s transitioning to the tech and market research sector from a previous career in academia, most recently as an Assistant Professor of Mathematics at Occidental College in Los Angeles, where he conducted research in Machine Learning and Data Analytics. Kanad, as he likes to be called, has been published extensively in academic and professional journals, and received a 2015 Early Career Award for great promise in mathematics, conferred by the Society for Industrial and Applied Mathematics. He holds multiple degrees: a Doctorate in Computational and Applied Mathematics from the University of South Carolina, Columbia; Master's degrees in Mathematical Sciences from the University of Texas – Pan American and in Applied Mathematics, with a specialty in Operational Research, from the Indian Institute of Engineering, Science and Technology in Shibpur, and a Bachelor’s degree in Mathematics from Presidency University in Kolkata. Food and travel with family are his leading leisure interests.

Prince Mabandla joins MFour as a Senior Software Engineer, having previously led teams and built systems at Adobe, Rue La La, NameMedia and the University of Notre Dame. He holds a Master’s degree in Software Engineering from Andrews University in Berrian Springs, Michigan, and a Bachelor’s in Computer Science from Oakwood University in Huntsville, Alabama. Prince’s other credentials include reaching the finalist round for seed money and support from Y Combinator, a Silicon Valley organization that incubates startups and mentors their founders as entrepreneurs. 

Kyung Lee brings more than 20 years’ experience with companies both gigantic (Toyota and KPMG) and small to his position as MFour’s Controller. Kyung, who is a CPA, has a track record of finding new efficiencies in financial processes. He will expedite smooth transactions with clients, and provide oversight of internal budget and financial operations. He holds a Bachelor's degree in Business Administration, with an accounting emphasis, from California State University, Long Beach. In his free time, Kyung likes to snowboard, hike, and watch movies and sports. 

Welcome aboard, Kanad, Kyung and Prince!

Topics: mobile technology, technology, market research, data science, software engineering

4 Mobile Data Points Reveal How Income Impacts Gasoline Preferences

Posted by MFour on Sep 6, 2018 11:35:13 AM

Blog gas pump 6Sept18 

Gas stations are perhaps the most common ground for American consumers. The U.S. was home to 222 million licensed drivers as of 2016, according to the Census Bureau. They all need to buy gas, and any brand on the market will take them where they need to go.

However, gasoline consumers’ income can have a big impact on where they buy. There is a gap between ARCO, known for low prices and for not accepting credit cards, and Costco, which also features low prices, but requires a $60 membership fee.

  • During the 90-day stretch from early June through Labor Day, consumers who earned less than $35,000 per year accounted for 49% of ARCO stations’ traffic.
  • The same income bracket made up just 27% of Costco’s gasoline business.
  • At the other end of the income spectrum, Costco drew 37% of its gasoline business from consumers earning $75,000 or more.
  • Only 18% of ARCO’s visits during the summer driving season came from people whose household incomes topped $75,000.

It’s not just a matter of price differential. According to a report from Business Insider, Costco was the least expensive gasoline option, per gallon, in 17 states. And in California, which has the greatest number of ARCO stations, anecdotal evidence suggests that Costco competes well on price, although there are far more ARCO stations – six times as many in the Los Angeles DMA, for example.

  • How heavily does that $60 membership fee figure into Costco’s consumer profiles?
  • Is the membership fee the biggest hurdle keeping lower-income drivers from making Costco their brand?
  • Or, for drivers in DMAs where ARCO and Costco compete, is the convenience of having more stations available a stronger factor in lower-income drivers' preference for ARCO?

The data on gas station visits, and on who those visitors are based on income, age and many more demographic characteristics, comes instantly into view for users of MFour’s Path-2-Purchase® Platform. You’ll observe and track the daily journeys of validated, first-party consumer panel members who have opted in to participate in location-based research.

Knowing precisely who they are, and exactly where they go, gives you unprecedented opportunities to identify in an instant the population segments you need to study and understand.

But Path-2-Purchase® isn’t just for collecting data from known audiences. It takes you a step further by arming you with instant data visualizations that help you identify new, research-relevant audiences to approach, and new questions to ask.

Studies based on Path-2-Purchase® segmentation and targeting will get you fast responses from real consumers whose characteristics you’ll know before you even field your survey. You’ll come away with a real understanding based on observing and talking to real people who'll tell you the "why" behind the observational data you already have.

With the launch of Path-2-Purchase® you finally have a choice. You can continue to depend on third-party data and settle for inferences and assumptions rather than direct knowledge as to who consumers actually are and what really motivates them. Or step up to validated, first-party opinions that reveal the motivations and emotions of actual, carefully-profiled mobile consumers. 

There’s lots more to explore on your way to premium data and high-octane consumer insights that dispense with inferences and put you in touch with direct reality.  To check out the Path-2-Purchase® dashboard, just click here. And for a productive discussion about how the platform can power your projects’ specific needs, get in touch by clicking here.

Topics: geolocation, market research, Path-2-Purchase™ Platform, consumer insights, GeoValidation, data visualization

Case Study: Tackling the Mystery of the Non-Buyer with Mobile GeoIntercepts

Posted by MFour on Sep 5, 2018 9:17:40 AM

Blog Intercepts 4Sept18

Football season is back (yessss!!), and with it comes a tip for consumer insights pros: one of the key performance indicators for a market research team’s success is how well it can intercept consumers during their natural buying journeys.

In the NFL, interceptions are often game-changers, and it takes a rare combination of talent and skill to intercept. The key attributes are quickness and anticipation, and an uncanny knack for being in just the right position when the ball is in the air.

Quickness and being in the right place at the right time are also crucial to collecting quality consumer data that will give decision-making stakeholders the field position they need to advance their companies’ or brands’ marketing and sales goals.

In theory, retailers can get reliable (albeit seldom timely) data on what’s actually being bought. But they get no real insight into customers' motivations – the "why" behind the "what." The problem becomes exponentially harder when the subject is non-buying behavior. Who entered a store but failed to buy everything they’d intended to purchase? What did they not buy? Why did it happen, and how much revenue did the store leave on the table?

The answers, and the ability to defend against non-buying, won’t be forthcoming unless customer experience research teams learn how to intercept.

There’s no better way to collect premium data than by intercepting it from consumers naturally, and in real time, as they go about their daily buying journeys. So in the spirit of NFL players poring over game film to get a competitive edge, let’s look at a case study that illustrates how natural intercepts work.

The Problem: Researchers for a leading retail chain that does a huge volume in CPG sales were trying to tackle one of their business’s most frustrating problems: losing revenue because many customers who entered a store didn't buy everything they had intended to purchase.

The Answer: For the retail chain in question, all it took was a discussion with MFour reps about GeoValidation® – a proprietary capability driven by the advanced GPS technology embedded in the Surveys on the Go® research app. Clients track app-using U.S. consumers’ movements and verify when they arrive and then leave a location of research interest.

  • In this case, all members of MFour’s first-party consumer panel who entered one of the client’s stores were located on arrival, and received a push notification of a survey opportunity upon departure.
  • When they responded – with a 25% response rate within an hour and 50% within 24 hours – the process of intercept followed by data return was complete.
  • Qualifiers for the study were 400 consumers nationwide, who said they had not purchased everything they had intended to buy.
  • In beauty products, 31% of non-purchasers cited price as the factor that discouraged them from buying; 37% said they had simply been unable to find the item they wanted, or that it was not available.
  • For shoppers looking for personal care products, 31% cited price and 28% cited unavailability or inability to find the intended item.
  • Among candy and snack intenders, 20% said they didn’t buy because of pricing, and 24% because what they wanted wasn’t there or couldn’t be found.
  • Among grocery and beverage shoppers who said they had left without an item they had arrived intending to purchase, 44% cited price and 24% said items were not available or couldn’t be found.
  • Asked whether they were satisfied with their overall shopping experience, 57% of non-buyers rated their visit as an 8 or a 9 on a nine-point satisfaction scale. 24% graded their experience in the poor to middling range (1 to 6 on the scale).

The study gave the client clarity on factors that were costing it millions in revenue each day nationwide, and potentially alienating many customers. The previously unobtainable data from natural intercepts gave researchers their first clearly-informed look at the problem, so they could recommend a game plan to win back the sales and revenue that the chain’s stores were letting slide through their hands.

For an informative and productive conversation about how to program natural intercepts into your research game plan, just click here.

Topics: non-buyers, location based survey, geolocation, market research, consumer insights, retail, in-store, GeoValidation

Taking the Fear Out of Halloween Consumer Research

Posted by MFour on Aug 30, 2018 6:00:00 AM

Blog Halloween early bird 29aug18  

Have you ramped up your market research yet for Halloween? Trick or treating commences in just two months, so it’s time to review whether you’re equipped with solutions for harvesting accurate, reliable and representative consumer insights on candy and costumes, pumpkins and decorations, and the season’s scary movies. After all, quoth the Raven, the early bird gets the revenue.

  • The National Retail Federation estimated that 179 million Americans of all ages celebrated Halloween in 2017, spending $9.1 billion, or $86 per household. And 30% of those the NRF surveyed said they had begun their Halloween shopping in September, with an additional 6% starting even earlier.
  • The NRF estimated last year that about 37% of consumers expected to do their shopping at a Halloween specialty store, second only to discount stores (47%) and ahead of grocery stores (25%) and online shopping (22%).
  • The NRF study found that 35% of consumers planned to search online to get ideas for their Halloween purchases and celebrations. 30% would do reconnaissance in-store, and that 10% to 18% would look for ideas on social media, depending on the platform.

With those stakes in mind, here are some ideas for marketers and market researchers who are gearing up to collect consumer insights leading up to Halloween.

In-Store Shopper Experience and Satisfaction (Have You Been Tricked?)

Your research data will be nothing but empty calories If you rely on stated answers from surveys taken days or weeks after a shopping experience. In market research, recall bias spoils the candy, producing dubious data that’s unfit for consumption by your stakeholders and clients. Here are some of the questions for which you need consumers to answer with certainty, not guesses.

  • Are Halloween product displays at groceries, party-supply stores and crafts stores capturing shoppers’ attention?
  • Are displays and promotions having the desired, in-the-moment effect by driving spending from in-store consumers who hadn’t even intended to make any Halloween purchases?
  • Is the holiday candy aisle enticing shoppers? Or is it a mess that makes it hard for them to find what they want?

Now Here's Your Treat

In-store and after-visit mobile location studies are the way to go to understand the shopper experience. It’s the only cost-effective way to know what’s driving them at the Point-of-Emotion® where buying decisions are made.

  • Follow your audience into a store by using mobile geolocation. Survey them right there, or wait until just after they’ve left. In either case, the data is fast, fresh and free from recall bias.
  • Mobile respondents also will use their phones to create stills and videos on the spot, showing you exactly what they see while they tell you exactly what they think about displays, placement, service quality, store environment, and whatever else you need -- including whether you’ve stocked big enough pumpkins.
  • Media captures also give you ironclad validation of visits and purchases. When already validated members of a first-party consumer panel photograph purchase receipts or store displays, there can be no doubt as to data quality.

Advertising Effectiveness (Have You Been Tricked?)

Advertisers and agencies suffer frustration year-round when it comes to finding real, dependable metrics for awareness, lift, and attribution across all media.

  • The lack of actual data from real, ad-exposed consumers is downright scary for anyone who has an advertising budget to allocate.
  • Until now, there’s been no choice but to resort to voodoo: trying to dress up location data from unvalidated consumers by adding mere inferences about who they might be. Algorithms that sift through third-party data spit out a profile, but can you trust it? You need actual data from known, first-party consumers.

Now Here's Your Treat:

Intelligent-OOH™ is the new market research product that finally provides a way to talk with real, first-party consumer panel members who actually have been exposed to out-of-home advertising.

  • First you validate their exposure via advanced mobile geolocation.
  • Then you survey them to understand how well the OOH campaign has succeeded.
  • Ascertain their brand and product awareness versus an unexposed control group.
  • Learn whether they intend to buy.
  • Then track their subsequent location visits and send a survey after they’ve been to a store that carries the advertised product. Do they cite the billboard or other OOH signage when you ask why they bought a product?

Entertainment Industry (Have You Been Tricked?)

Halloween is synonymous with horror at the multiplex, but theater chains need to be sure their customers are experiencing movies as a treat. There has been no good way to get reliable data on how moviegoers view their experiences with concessions, lobby displays and on-screen advertising. To get people into those seats, film studios need to create effective trailers, and test them on the target audience for each film.

Now Here's Your Treat:

  • In-store and after-visit location studies put cinema owners in touch with validated moviegoers, for fast insights into their experience of the movie and of the theater’s amenities. If something’s not right on opening weekend, you’ll correct it by the next.
  • MFour is the acknowledged leader in mobile film-trailer and television episode testing.
  • Special smartphone technology enables entertainment clients to show clips or entire trailers on the same smartphones most consumers use to scout movies and decide which ones to see.
  • Security is crucial in trailer testing, and MFour’s system prevents respondents from downloading or sharing test images or video clips. In other words, no unauthorized spoilers.

Whether your research needs are in advertising effectiveness, shopper experience, or path to purchase, let’s talk about how mobile research solutions can satisfy your projects’ specific needs. Just click here.

 

Topics: mobile research, geolocation, market research, consumer insights, Halloween, in-store

Don't Underestimate what Mobile News Consumption Means to Market Research

Posted by MFour on Aug 23, 2018 7:00:00 AM

Blog mobile news 22Aiug18

Should the news that news consumption is overwhelmingly mobile matter to marketing pros and the market research industry? Should it matter to skiers whether there’s snow on the mountain?

For good reason, news organizations are scrambling to meet consumers on mobile, because that’s where news consumers have gone. Those who’ve been able to offer a great mobile product are gaining readership and revenue, while those who can’t seem to get mobile right continue to fade. Similarly, amid industry-wide malaise in market research caused by falling survey participation and crumbling data quality, it’s past time to go all-in with mobile data-collection and get it right. There’s simply no other way forward.

Pew Research Center’s most recent checkup on the state of news consumption underscores that it’s no longer news that mobile has taken over in nearly every phase of life. Skiers who are trying to stay upright during a downhill run may be among the few identifiable groups who are certain not to be using their smartphones at any moment. Or so one hopes.

As snow is to skiers, mobile is to the job of trying to understand consumers. It’s simply the medium in which information activity occurs. Without snow, there’s no skiing. Without mobile news publication, there’s no audience. Without mobile consumer data, there’s no way to understand consumers. And without a way to understand consumers, the news about market research and the businesses that depend on it for smart decision-making probably won’t be good.

Here are key data points from Pew’s study, which was conducted in 2017.

  • 58% of U.S. adults often consume news on mobile, compared to 39% on personal computers.
  • Mobile news consumption rose 176% from 2013 to 2017, compared to an 11% increase over the four years in news access via laptops and desktops.
  • Younger news audiences are even more heavily invested in mobile: 71% of 18- to 29-year-olds say they often get news on mobile, as do 67% of 30- to 49-year-olds.
  • In fact, among 17 demographic segments Pew focused on in its summary, spanning age, gender, race, income, education and political party, just one group, respondents over 65, said they most often used PCs rather than mobile to get the news.

To make a long story short, consumer insights pros and the decision-makers who depend on them for data they can trust need to focus on three key words: “GET MOBILE RIGHT.”

Start with that as your motivation, and we’ll help you get where you need to go. To set up a productive conversation about how to get mobile right as you seek solutions to your projects’ specific needs (including adding mobile to trackers), just click here.

Topics: mobile research, market research, consumer insights, data quality, surveys, consumer experience

Want Your Research To Be Great? Communicate!

Posted by MFour on Aug 21, 2018 8:27:20 AM

Blog Conversation 21Aug18 

Is it time to revise traditional industry identifiers such as “market research” and “consumer insights” (or as we call it "consumer understanding")?

It’s not that these phrases have outlasted their meaning. But at every turn, “communication” seems like it should be part of how we define our jobs. For starters, it’s crucial to communicate effectively with the consumers we’re trying to understand. If we can’t interest them and win their trust with a seamless, crystal clear survey experience, they’ll ignore us. Or, perhaps even worse, they’ll penalize poor communication by turning off their brains while they plow through a survey.

Attracting and hitting it off with the right consumers is just the start, however. Admirable data becomes useless if communication falters down the home stretch. There’s no payoff for a brilliant research project if the decision makers tune out because the presentation is confusing dull, and fails to anticipate the questions they really want answered. The presentation is like the ninth inning of a ballgame, when the team’s closer is called upon to hold a lead, clinch victory, and give value to everything that has come before.  

A recent online piece for Quirks by Chris Jesurun, manager of consumer and brand insights at Chicago-based Potbelly Sandwich Shop, offers sound advice on how to communicate down the home-stretch by presenting research findings in ways that are structured to maintain interest and answer anticipated questions.

A key takeaway is the need to communicate with the decision-makers to understand what they need to accomplish – not during the presentation, but at a much earlier stage in the project. To continue the baseball analogy, there’s no point calling in your closer when you’re behind, and conducting a market research project without understanding its purpose isn’t likely to enter the ninth with a win in sight.

There’s an additional stage in your research when communication is just as critical: when you’re having a discussion with research vendors about how to organize and execute a project. At MFour, we call the people you’ll have those discussions with “solutions executives,” because they want to plug you into the research products and methods that will help you and your clients or stakeholders solve business problems, not just data collection problems. The more you can communicate your business aims along with your technical needs, the better the results will be when it comes time for you to close with a winning presentation.

To kick off a great communication process leading to a great research project, just get in touch and we’ll have a productive conversation about how to meet your specific projects’ needs. Just click here.

Topics: market research, consumer insights, data analysis, data reporting

Women of Insight: Meet MFour's Senior Research Consultants

Posted by MFour on Aug 2, 2018 9:20:14 AM

Quirks photo Wehn Martinez Han Aug 2018 issue

L-R: Allyson Wehn, Joan Martinez, Andrea Han

Successful market research delivers accurate, actionable numbers that reliably depict consumer reality, but success really depends on the human factor. At one end are the people who provide a window on reality by participating in research as respondents. At the other are the consumer insights professionals who have the expertise and passion to succeed at the meticulous, exacting work of creating studies that will obtain data that's pertinent and reliable, then interpret what it all means to give clients analysis and recommendations that will help them reach  smart business decisions.

It's only fitting, then, that three key members of MFour's insights team, Senior Research Consultants Andrea Han, Joan Martinez and Allyson Wehn, have a spotlight moment in the August issue of Quirk's, as part of its "Faces of Market Research" feature. You can check out their profile in the magazine itself by clicking here (see pg. 57). Or just read on.

Andrea Han, Joan Martinez and Allyson Wehn have come from widely diverse hometowns – Sao Paulo, Brazil, the village of Ordot on Guam, and Fullerton, CA., respectively -- to share a proud and important job title at MFour: Senior Research Consultant. They also share a passion for consumer insights that, among them, has produced 57 years’ experience in market research. As a team, they analyze data obtained from validated, first-party consumers who participate in research by using MFour’s pioneering mobile app, Surveys on the Go®. That includes drawing insights from location tracking data, photo captures, and real-time “video selfies” that respondents create and submit with their phones.

“My natural curiosity has driven my career,” says Martinez, who has been doing consumer research since her college days at California State University, Los Angeles. “What intrigues me about MFour is the technology. My thinking was, `this is the new frontier, where the world is going.’ I want to be part of that.”

For Wehn, “sometimes I feel like a detective, because clients are asking me to look for answers.” The University of California, Santa Barbara graduate also relishes the populist underpinnings of consumer research. When she’s out shopping, she often finds herself mentally recreating the research behind the merchandise. “When I see the real-life applications, more often than not those decisions come from consumers giving feedback on how they want things to be.”

Han, a graduate of the University of Southern California, says her career satisfaction is tied to her clients’ satisfaction. “They want to know, `what does this data mean to us?’ That’s what we’re here for. The real rewarding part for me is when clients look at the insights in the deck and say, `this is what we needed…and more.’”

You, too, can get what you need...and more. Get in touch and we'll talk about getting you started. Just click here.

 

 

Topics: mobile research, market research, consumer insights, data quality, data analysis

The Best Screener Qs Are The Ones You Don't Even Have To Ask

Posted by MFour on Jul 31, 2018 9:30:00 AM

Question Mark 2 blog 30July18 

Louis Armstrong, whose 117th birthday falls this week (Aug. 4), is one of the most recognizable and enduring personal brands in popular culture. But one of his most famous sayings seems to contradict the very concept of market research’s role in building brands.

“If you have to ask, you’ll never know,” the brilliant trumpeter (and singer of the hits “Hello, Dolly,” “When the Saints Go Marching In,” and “What a Wonderful World”) replied, when asked to define “swing,” the term for the freewheeling jazz rhythm he pioneered.

But now Satchmo’s saying is beginning to make more sense in consumer insights terms, thanks to Path-2-Purchase™ Platform. This transformative new visualization tool lets you obtain a wealth of data about a representative, first-party consumer panel, without even having to ask. The result is faster, far more precise segmentation of the people you most need to talk to, and, when you do start asking questions, a leaner, more efficient survey process.  

Path-2-Purchase™ lets you eliminate most of the screener questions that bog down your research and cost you time in filling quotas and fielding your questionnaires. Now respondents  don’t have to go away frustrated and alienated from the research process because they were screened out. That keeps  them very much alive as participants for all your future projects. Meanwhile, consumers who do qualify get right to the point because they only have to answer the truly substantive questions that focus on what you really need to know. Research becomes much faster. Engagement intensifies. Data quality attains new heights. And so does the level of assurance with which you can present your findings and recommendations to your clients or stakeholders.

Take a look and play with Path-2-Purchase™ by clicking here. You’ll get a quick understanding of its potential for segmenting, targeting, surveying, and mining historical data from the consumers you most need to know.

  • You’ll select among 2.3 million first-party validated consumers, based on their journeys across 12.5 million U.S. locations.
  • No need to ask where they’ve been and trust their recall.
  • You’ll also know them by more than 200 first-party demographic and psychographic profiling characteristics, enabling you to select validated, relevant consumers to interview without having to ask numerous screener questions.
  • When you are ready to ask, you can reach them at any time and place.
  • To acquire deep context for your survey data, simply append historical location, profile and survey data from our Consumer Knowledge Center.

So take a few moments to explore what a wonderful world it could be if you jump on board to select, track and gain unprecedented contextual understanding without even having to ask. Set up a live demo and conversation about how Path-2-Purchase™ can help you fulfill your projects’ specific needs faster and more efficiently than ever before, just by clicking here.

Meanwhile, Happy Birthday to Louis Armstrong, who is now at least half right about market research. Here’s something swinging from the man himself.

 

 

 

 

 

 

 

 

 

 

 

 

Topics: mobile surveys, market research, survey, Path-2-Purchase™ Platform, consumer insights, survey design

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

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