Mobile News Mix

Are These the 3 All-Time Best Out of Home Ads?

Posted by admin on Feb 2, 2018 10:14:12 AM

 

Here's your Friday roundup of 3 items from the MFour blog to keep you up to speed on mobile. Just click and read!

 

The New Best Practices for Measuring ROI on OOH Campaigns

 

Research Pain Points Are Everywhere. Here's Your Pain Relief.

 

Consumers' Big Data Is Great, and Surveys Complete the Picture

 

And here's a Friday tune to ease you into your weekend.

Topics: MFour Blog

Mobile OOH Measurement and Out of Home Creative Classics

Posted by admin on Jan 31, 2018 9:15:25 AM

 

Out of Home advertising (OOH) has produced its share of indelible creative moments.

 

The “Coppertone Girl” with her mischievous dog

The spelling-challenged spotted cows of Chick-fil-A’s “Eat Mor Chikin” campaign.

And, literally above all others, the Goodyear Blimp.

 

As for OOH effectiveness, the Rapport agency offers this report, based on case study findings from the IPA (Institute of Practioners in Advertising).

 

The audience for OOH is, by definition, on the move. That makes mobile GeoLocation studies the ideal way to find actual consumers who’ve been exposed, and to survey them to determine lift in ad awareness, brand and product awareness, and intent to purchase. To learn how it’s done, and how it can meet your specific needs for advanced OOH metrics, just get in touch by clicking here.

Topics: MFour Blog

GRIT Report Shows How Pain & Promise Define Market Research

Posted by admin on Jan 30, 2018 9:43:06 AM

 

To paraphrase Shakespeare, now is the winter of the consumer research industry's discontent. The recently-released GreenBook Research Industry Trends Report (GRIT) announces that insights professionals "are unequivocal in their belief that the industry is under immense pressure to change.”

 

Here are key quotes from the report, a wide-ranging, twice-yearly, survey-based snapshot of the industry. Once more, the quality and representativeness of consumer panels is an acute concern.

 

"Most corporate researchers aren’t very satisfied with multiple aspects of industry research."

 

"The dominance of online surveys is striking: they make up 56% of technique usage by project. Mobile-only surveys remain a distant second, at 14%.”

 

"Technology/innovation is considered the biggest challenge facing the industry.”

 

The most frequently-cited specific challenge is data reliability. As one of the study's nearly 1,600 respondents said, "real consumers are often not inclined to take part in research....due to lack of consumers’ interest, it’s difficult to generate reliable, sincere and in-depth answers.”

 

One important way to meet these challenges is "leveraging technology to get insights where people are, where they make decisions, where they use products and services.”

 

"Examples [of new methods] mentioned in the survey include using mobile devices and geo-fencing for in-the-moment research and retail experience surveys.”

 

In fact, in-the-moment research is here already, along with a solution to the panel woes long documented by GRIT. Newly-developed mobile-app Path-2-Purchase™ solutions let researchers identify the right consumers to follow, then track and map their movements. The result is a highly intelligible and quickly useful trove of Big Data that lets researchers pinpoint important consumer segments by who they are, where they go, and how often. They can then create surveys to discover the "why" of consumer attitudes and behaviors – the crucial factor that Big Data alone can't provide.

 

As for the deep concern about panel quality and representativeness documented in the GRIT Report, the way forward is simply to follow where consumers already have led: to a deep and ongoing engagement with mobile apps. By harnessing seamless, in-app survey functionality combined with a fair cash incentive, insights professionals will bring back those disappearing research participants.

 

There's ample outside validation of mobile-app panelists' engagement and satisfaction with the in-app research process. WatchMojo, a website and YouTube channel that churns out Top 10 lists on just about everything, recently cited the leading consumer research app, Surveys On The Go®, as one of the “Top 5 Apps That Can Make You Money."

 

Beyond that, mobile-app research clients can verify engagement simply by checking the unsolicited comments and ratings panel members leave at Apple’s App Store and Google Play. For Surveys On The Go® the ratings are consistently about 4.5 stars on a scale of 5.

 

Here’s one last quote from GRIT: “As authors of this GRIT Report, we think the industry will navigate these changes well and will thrive in the long run.” You don't have to wait to get started.

 

To download the GRIT report, click here. And for a productive conversation about the mobile-app solutions that can meet your projects’ specific needs and help your brands or clients thrive, just get in touch by clicking here.

Topics: MFour Blog

Why Booth #701 Is the Place To Be at the Quirk’s Event

Posted by admin on Jan 29, 2018 6:19:34 PM

 

Here’s a hearty welcome to Orange County, California to all conferees at the Quirk’s Event, West Coast Edition, running Tuesday and Wednesday.

 

Stop by the MFour booth, #701, for unique experiences from the hometown research solutions team (our headquarters is a quick skip in a beachward direction from the event’s location at the Hotel Irvine).

 

One unique experience at the MFour booth will be learning about Path-2-Purchase™ consumer mapping. This location-based set of solutions takes a giant step forward in understanding who’s frequenting locations relevant to your brand or your rivals’ brands – and how frequently they’re going. Among its many uses is identifying brand loyalists, brand agnostics, and brand rejecters, so you can reach them with complete accuracy. In addition to our Big Data location capture, you'll obtain survey insights into the “why” to give you a full picture of the consumers you most want to target.

 

Speaking of targets, MFour’s booth also gives you a chance to have the Cornhole Experience. Sharp targeting is the difference-maker in data quality, and in this exacting test of hand-eye coordination as well. Test your skill at Cornhole before or after you’ve gotten an earful about advanced, mobile-app research. Winners at Cornhole get an MFour T-shirt. Winners at mobile-app research get the data they need to get the business results they need.

 

Pat Brassil, Todd Costello, Andreas Hoelting and Blake Skorich are your mobile-app research experts and hosts at the Quirk’s Event. When you meet Todd, a transplanted loyal son of Philadelphia, tell him you’re rooting hard for his Eagles in the Super Bowl. Maybe he’ll sneak you a T-shirt, or at least give you directions to a nice little cheesesteak joint. And if you’re interested in fast cars as well as fast research, Andreas is your man for in-depth insights.

 

For those who aren’t enjoying a winter respite in sunny Southern California, a productive conversation about how advanced mobile-app research can meet your projects’ specific needs is always available, just by clicking here.

 

Topics: MFour Blog

Consumers Are People. Can Big Data Alone Say Who They Are?

Posted by admin on Jan 29, 2018 9:35:05 AM

 

Here are some interesting viewpoints on accessing the most relevant and trustworthy consumer data, from “Take Your Customer Relationship To The Next Level,” a recent MediaPost column by Spyro Kourtis, President and CEO of HackerAgency, a Seattle marketing firm.

 

"Without a 360-degree holistic view of the customer you will never get the true personal connection. Traditional companies most often have this problem because of their multiple customer databases through their retail stores, online, credit cards. All this data can get in the way of a clean view of each individual.”

 

 

"One can aptly describe “brand” in a single word: “personality.” In your most successful relationships, you are appreciated for who you are. In turn, brands who have a special connection with their customers based on their personality are at an advantage.”

 

 

"If You Don’t Know, Ask! Finding the right nugget to bring you closer to a customer can be a challenge, and if you and your marketing teams haven’t figured out a recipe for success, remember that surveys can be your friend….[Properly done], the data you capture will be acted upon, useful and valuable to both you and your customers.”

 

Makes sense to us. How about you? Here’s the full commentary. And to set up a one-on-one conversation about how mobile-app research can let you find and survey just the right people – including your customers or a competitor’s – at just the right places and times, get in touch by just clicking here.

 

Topics: MFour Blog

How To Tell When a Research `Innovation' Is Real

Posted by admin on Jan 26, 2018 10:26:42 AM

 

Here's your Friday roundup of 3 items from the MFour blog to keep you up to speed on mobile. Just click and read!

 

Do You Care Whether Your Research Partner Knows How To Innovate?

 

Why Research Experiences Should Never Be Gray

 

Facebook's Ad Environment Got Tougher. Here's Your Next Move.

 

And here's a Friday video to get you all charged up for your weekend.

Topics: MFour Blog

Good Things Come In Threes: MFour's Newest Team Members

Posted by admin on Jan 25, 2018 9:49:30 AM

Dorian Smiley, Vanessa Hernandez, Kristin Caiella (L-R)

Three new employees have joined MFour’s team, bolstering sales, survey fielding and software architecture.


 

Solutions Executive Kristin Caiella joins the sales team, where she’ll contribute to growing our client roster by educating prospects about what they'll achieve by working with MFour. Kristin has more than five years’ experience in the research industry, most recently as a Director of Client Development for Cint. She earned a Master’s degree in Applied Psychology from the University of Southern California, and a Bachelor’s in Psychology and Health Science from the State University of New York, Brockport. She also has an Associate’s degree in Massage Therapy. Outside of work, Kristin enjoys the outdoors (hiking, tennis, beach volleyball) and does regular volunteer work with kids, including physical fitness programs at a community center and a tutoring program for homeless children.

 

Vanessa Hernandez joins the Operations team as a Fielding Expert whose duties include ensuring that questionnaires submitted by clients meet standards to ensure a good experience for panelists. Vanessa acquired relevant experience as a student researcher at the University of California, Irvine, where she earned two degrees – a Master’s in Social Sciences (concentration in Demographic and Social Analysis), and a Bachelor’s in Chicano/Latino Studies. Vanessa is a mentor and education advocate in the Long Beach community where she grew up, helping young people stay on the path to opportunity through education.

 

 

Software Architect Dorian Smiley brings more than 15 years of software engineering experience to the MFour team. His most recent position was Senior Architect at Silicon Publishing, Inc., where he helped create solutions for clients such as Adobe, Amazon, Disney and Hallmark.  At MFour Dorian will contribute to projects in both engineering and product development. He’s an alumnus of Orange Coast College and Cal State University, Long Beach. Dorian is a father who enjoys family time with his daughter; he has side projects creating open source software, and he’s a lifelong beach culture enthusiast – surfing by day, bonfires by night. In fact, Dorian’s middle name is Ocean – really!

 

Welcome aboard, Kristin, Vanessa and Dorian!

 

Topics: MFour Blog

Here’s Why Market Research Innovation Matters

Posted by admin on Jan 24, 2018 9:33:31 AM

 

“Innovation lags in countries where the culture emphasizes risk avoidance and where R&D is seen purely [as] an expense, not an investment.”

 

This quote from Prinn Panitchpakdi, an investment executive in Thailand, jumps out from a new Bloomberg report on how nations rank in several measures of innovation. He couldn’t be more correct, and what’s true of countries is equally true of industries and individual companies. If innovation isn’t a core value, stagnation follows.

 

The bad news is that by Bloomberg’s calculation, the United States has slipped out of the global Top 10 for innovation. We were leapfrogged in the new rankings by France, which jumped from 11th to 9th, while the USA slid from 9th to 11th. South Korea came in first, with an aggregate score of 89.28 across the seven categories Bloomberg used in its rankings. The United States’ score was 80.42, about 10% below South Korea. Others in the Top 10, in order, were Sweden, Singapore, Germany, Switzerland, Japan, Finland and Denmark (#s 2 to 8), and Israel (10th).

 

The U.S. ranked first in “high-tech density” – a measure of a nation’s share of the globe’s tech companies. It was second in the share of patents awarded to its residents, sixth in productivity per worker, and 10th in “R&D intensity,” defined as research and development expenditures as a percentage of GDP. Of greatest concern was the United States’ #42 ranking in “Tertiary efficiency,” an educational metric that factors in the percentage of the population that’s enrolled in post-secondary education or has earned a higher-education degree, as well as the proportion of science and engineering degrees among the educated populace.

 

Should brands and companies value innovation? Only if they want to share in the prosperity that comes with a growing economic pie, instead of scrambling for bites of a shrinking one. In the market research sphere, valuing innovation means making it an important part of your own scorecard when you’re seeking the technology, panel engagement, and survey and analysis capabilities you need to obtain data and insights that are timely, validated, accurate, and provide a trustworthy basis for the business decisions that will drive a company’s growth.

 

While “what can you do for me?” is certainly the foremost question you should ask when you’re vetting potential research suppliers, it’s also worth asking, “what are you doing to invent a better/faster/easier/more reliable way for me to achieve what my research needs to achieve?" If the answer is hemming and hawing, you know you are not talking to an innovator. But if you get an answer full of specific details about new research capabilities you can use, including what they do, how they work, and why they aren’t the same old approaches and techniques repackaged under an innovative-sounding name, then you’re in the presence of a real innovator who can help you drive your brand's success.

 

Products and solutions such as mobile-app surveys, real-time GeoLocation studies, video-enriched surveys, and Social Ad Testing are among MFour’s investments in market research R&D. The newest MFour capability, Path to Purchase Solutions, weds Big Data to survey data by tracking consumers’ daily journeys to 12.5 million U.S. retail locations and other points of market research interest. You can also get the most pinpointed location-based surveys, reaching shoppers in-store or in a mobile exit survey.  

 

Here’s another quote about the importance of innovation, this one from Amy Jones, Vice President of Market Research for Warner Bros. Pictures: “MFour is always trying to do new things. They’re presenting us with new ideas and new ways of doing research.”

 

For a productive conversation about how mobile-app research and innovation can fit your projects’ specific needs, just get in touch by clicking here.

Topics: MFour Blog

8 Steps To Maximize Ad Reach on Facebook

Posted by admin on Jan 23, 2018 10:20:32 AM

 

Facebook just made life more challenging for advertisers who want to reach more than 200 million U.S users and more than 2 billion worldwide.

 

CEO Mark Zuckerberg recently announced that the social media dominator will privilege content posted and shared by its users’ family and friends over advertising and other commercial content. The reason he gave was that “posts from businesses, brands and media [are] crowding out the personal moments that lead us to connect with each other." Consequently, the algorithm governing the Facebook News Feed has been changed to favor posts by friends, along with content that drives commentary and sharing.

 

Some advertisers may be thinking of leaving Facebook, but its massive audience still presents a huge opportunity for those who can create great content tailored to succeed in the social media ecosystem. Instead of retreating, advertisers can take Facebook’s new policy as a challenge to up their games, and create meaningful, attention-getting messaging that will drive the kinds of engaged interactions Facebook's new algorithm will promote.

 

That’s easier said than done, but when was effective advertising ever easy? It takes intense effort to get the creative, the placement and the timing right. In the social media ad space, that means putting an ad to the acid test before it's launched. A unique solution called Social Ad Testing lets you see whether your ads will sink or swim in social media users’ actual personal news feeds -- including Facebook's newly-altered environment. Here’s how it works:

 

 First, select members of a proprietary mobile-research panel who match an ad campaign's audience.

 

Then inject your test ad into these targeted consumers' news feeds, whether on Facebook or other platforms, including Twitter, Instagram and YouTube.

 

Recipients will experience the test ad as part of the regular stream of content flowing through their news feeds. They won’t know it’s a test, so their reactions will not just simulate reality – they’ll be reality.

 

In the first phase of the test, advertisers will learn by simply observing a test ad’s recipients. Does the ad do what Facebook now says content should do – that is, drive shares and comments? Further, what's the viewing time, and how likely are viewers to click on the ad or turn on a video ad's audio?

 

In the next phase, advertisers get to interact with their test recipients by sending them a survey that asks for both unaided and aided recall and qualitative opinions about the ad. You’ll direct them to see the ad again, and then capture their comments on what they liked or disliked, what they found memorable, forgettable, or completely ignorable, and whether they intend to shop and buy.

 

If the test shows your planned ad is well-received and strongly positioned to drive sales, then launch it with confidence and, perhaps, boost its budget on social media.

 

If the ad does not test well, then rework it, based on your test respondents’ comments and interactions. Retest until ready for success.

 

Test how ads fare across different social platforms. Is the altered Facebook News Feed still a good home for your social campaign? Or does your comparative testing show that awareness and engagement are higher with the target audience on another social platform?

 

The bottom line is, the better your advertising is, the better experience its recipients will have. And therefore, the more likely it will be to flourish amid social media users' news feeds, including Facebook's changed environment. For a productive conversation on how Social Ad Testing can help you prepare for successful social media campaigns, just get in touch by clicking here.

 

Topics: MFour Blog

Need Consumer Insights? Don't Settle for Gray.

Posted by admin on Jan 22, 2018 10:10:44 AM

 

As it moves into its second decade, there’s a sure sign that the Smartphone Era has reached a milestone in total engagement: a New York Times tech advice column on how to disengage from your phone by making its screen and apps less colorful, and therefore less enticing.

 

Here’s how writer Nellie Bowles starts her account:

 

“In an effort to break my smartphone addiction, I’ve joined a small group of people turning their phone screens to grayscale — cutting out the colors and going with a range of shades from white to black....the goal of sticking to shades of gray is to make the glittering screen a little less stimulating.”

 

Yes, we should all drink responsibly from the mobile fountain. But being human, we have a natural desire to stay on the alert, whether it’s for opportunities to have fun, to get a good buy, to simplify the tasks of daily life, or to get news updates from the New York Times.

 

One expert quoted in the Times article says that our brains are wired to respond to colors – hence device- and content-providers' interest in making mobile apps and mobile screens stand out with vibrant hues. “Color and shape, these are the icebreakers when it comes to grabbing people’s attention, and attention is the new currency.”

 

With advances in mobile research, it’s now possible to get a specific understanding of mobile apps' effectiveness in engaging consumers' attention and pushing them along the Path to Purchase. Here’s how:

 

Consumers who’ve downloaded a mobile research app to join a proprietary panel agree to allow tracking of the apps on their phone.

 

Brands can survey users of their apps, or their competitors’ apps, about their experiences with the apps, and more broadly about their brand and product loyalties and opinions.

 

For consumers, taking surveys and permitting the capture of phone location and phone usage data is a purposeful, sensible, considered use of their phones, rather than a sign of addiction or compulsion. The data and insights you can expect to flow from that interest and engagement won’t be grayed-out, as long as your surveys reward mobile users' desire for seamless and worthwhile experiences on their phones.  For a productive conversation about how mobile-app research capabilities can help you uncover the colorful, full-spectrum consumer stories you need to tell, just get in touch by clicking here.

Topics: MFour Blog

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