Mobile News Mix

Surveys On The Go® Awarded CNET's "Best Apps to Earn Cash in 2019"

Posted by MFour on Jan 8, 2019 9:43:25 AM

Surveys On The Go®, MFour’s trail-blazing mobile research app, continues to ride high with consumers and tech tastemakers alike, eight years after its launch. SOTG’s latest distinction is making CNET Magazine/Download.com's list of the “8 best moneymaking apps to earn cash in 2019.”

Tech writer Joshua Rotter made the picks, so kudos to him for recognizing excellence. We also appreciate his emphasis on data privacy. Rotter noted that in addition to providing an engaging way to earn money while being heard by Fortune 1000 companies as they hone the creation, refinement and marketing of products and services, SOTG users enjoy a guarantee to protect and never sell their Personal Identifying Information (PII).

In fact, a key distinction of SOTG versus many other sources of consumer data is an assurance that app-users’ identities and demographic information will be protected and used only in aggregated form, combined with survey answers from all other participants in a given survey.

We should note that while individual experts’ opinions of Surveys On The Go® carry weight, the aggregated opinions of multitudes of app users count the most. On that score, SOTG has long been the top mobile survey app, with average all-time ratings of 4.6 stars out of 5 on Google Play and 4.5 at the Apple iOS App Store. 

Why does it matter? The quality of the data depends on the quality of the survey experience and the size of the consumer panel available to take surveys. We always work hard to give the 2.5 million U.S. consumers who have downloaded SOTG the best experience, and we’re always grateful for their participation and support. The best in market research depends on them.

Topics: mobile consumers, mobile app, surveys on the go, mobile surveys, mobile market research, market research, CNET

Spending Big on Social Media Ads? Test Them First in Targeted Consumers' Actual Social Feeds

Posted by MFour on Dec 4, 2018 6:00:00 AM

Blog Social Ad Testing 21Nov18

The good news for advertising on social media is that a massive audience gathers there. The bad news is that any given social media ad is a small raft of messaging in a limitless ocean of content. To increase your social ads’ chances of being discovered - and lifting consumers’ brand and product awareness and intent to buy - keep reading.

But first, some recent data from Pew Research Center shows how potentially rewarding social media platforms can be for advertisers.

  • 73% of U.S. adults use YouTube.
  • Among teens, YouTube use rises to 85%.
  • 68% of U.S. adults use Facebook.
  • Facebook usage is highest among ages 18-29 (81%) and women (74%).
  • 50% of U.S. adults visit Facebook at least once a day.
  • Instagram’s share of the U.S. adult audience is 35% and Twitter’s is 24%.

That’s a lot of consumers who can potentially be reached by a given ad. The challenge is to turn the potential of social media advertising into a real return on investment. Measuring the effectiveness of social media advertising has been controversial, with concerns about transparency over impressions and other key metrics. But setting aside that debate, there can be no question that brands and agencies control the creative content of their social media ads, and need to know as much as possible as soon as possible about how the ads they’re creating are likely to be viewed and acted upon by their intended social audiences.

MFour offers an advertising research product called Social Ad Testing that raises the chances of success for any social ad campaign. It’s a test that doesn’t seem like a test to the recipients you’re targeting. Instead, Social Ad Testing presents the ad as natural content in target consumers’ actual social news feeds. The test ad is consistent with all the other posts and advertisements the recipients are scrolling through in their feeds. You’re testing in the wild, so to speak - in the natural environment where your ad must flourish or fail once the campaign actually begins.

Social Ad Testing is the only method that takes your ad right into the wilds of social media. All the others do the testing in a simulated social environment. First, you’ll just observe how your test audience responds to the ad. How long was it in view? Did they click on it to activate audio? Did they share it or “like” it?

Next, you’ll step out from behind the curtain and show them the ad, so you can survey them using key qualitative questions about which creative elements work, which don’t, and how favorable they are toward the product and brand. If all signals read “go,” you launch the campaign with confidence. If the ad isn’t ready for prime time, the test will tell you not only that it needs work, but point you to the creative elements you need to improve. With that guidance, you’ll revise and retest until you know the ad is ready to give you your best shot at capturing attention and motivating consumers in the social space.

You can test an ad across different social platforms to see where you should direct your budget. Or you can test different versions, compare, and decide which is the one to use. 

The social ad space is too big and untamed to venture forth unprepared. With Social Ad Testing, you give your campaigns the best chance of breaking through.

Topics: Social Ad Testing, social media, mobile market research, mobile research, advertising research, consumer insights

In-App Mobile Market Research Reached 2,500 Millennials for in-Depth Consumer Insights

Posted by MFour on Nov 14, 2018 11:00:00 AM

Blog Millennial Women 13Nov18

Accurate consumer insights on Millennials will continue to be essential for decades. MFour Client ROTH Capital Partners (ROTH) 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.

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.

Topics: consumer insights, mobile market research, in-app Mobile surveys, millennials, in-depth surveys, mobile myths

MFour Hires Team Members in Product Development and Mobile Survey Project Execution

Posted by MFour on Nov 12, 2018 2:44:08 PM

New hires Newsletter 

(Left to right) Renee Curtis, Tatiana Santos and Monica Lee

MFour announces the hiring of three team members who will play major roles in developing new mobile market research products and executing clients’ survey-based projects.

Tatiana Santos joins the staff as a Senior Project Manager who will shepherd clients’ projects from conception through data reporting. She previously was a Senior Project Manager for Ipsos. She worked in banking and investment management before branching into market research. Tatiana earned a Bachelor’s degree in Business Administration from the University of California, Riverside, and a Master’s degree in Communication Management from the University of Southern California. Outside of work she enjoys yoga, reading, biking and listening to podcasts.

Monica Lee has been hired as Lead of the Fielding and Panel team, responsible for driving quality and consistency in core functions of the survey process. She arrives from comScore, where she was an Insights Analyst. Monica also previously has worked at Kantar Millward Brown, and she was one of the key research leads for the 2016 edition of the American Marketing Association’s annual Gold Report on the market research industry. She holds a Bachelor's degree in Marketing and a Master's in Marketing Research, both from Michigan State University.

Renee Curtis, Senior Product Manager, will help develop innovative new mobile research products and enhance existing ones. She arrives from Broadbean Technology, where she was a team leader and oversaw the launch of a successful job distribution and record keeping software product used by government contractors. She is working toward a Bachelor’s degree in Technological Entrepreneurship and Management at Orange Coast College. Outside of work, Renee likes hiking and is a fine-dining enthusiast; she’s also serious about improving her German and then visiting Berlin.

Welcome aboard, Tatiana, Monica and Renee!

Topics: market research, consumer insights, mobile research, mobile market research

5 Tips: Using Mobile Market Research To Maximize App-Generated Revenue

Posted by MFour on Nov 1, 2018 6:00:00 AM

Blog Money Making App 30ct18

Is it time to conduct market research into your brand’s app?

Does it matter how it stacks up against your competitors’ apps?

Of course it matters. Apps are by far consumers’ technology of choice for accessing digital content. Getting them to download your app is like discovering a silver mine. And getting them to use your app regularly is like finding the pot of gold at the end of the rainbow. A successful app can turn the purchase funnel into a water slide: consumers ride down the digital chute to swim in your revenue stream.

Advanced mobile market research tools for evaluating consumers’ opinions about any app are now readily available. Significantly, they are housed inside an advanced mobile research app that meets validated, first-party consumers in the mobile-app space where they’re most comfortable and most easily engaged. The app is Surveys On The Go® (SOTG) from MFour, which puts consumer insights professionals in touch with a mobile research audience of 2.5 million U.S. consumers who consistently give it the highest satisfaction ratings of any market research app - 4.5 stars out of 5 across more than 100,000 ratings posted at Apple’s App Store and Google Play.

Here are some tips on how you can leverage mobile-app research capabilities. 

  • Fast-turnarounds are no problem when you’re surveying users of any brand’s app. They’re identifiable by the apps they use, so you can target known app users of any app you want to study.
  • Get a thorough audit on your own brand’s app. Are load times fast enough? Does the display and ease of navigation meet consumers’ expectations? Remember, your app’s users are always judging it against their best app experiences.
  • Now that you’ve gained intimate knowledge about your own app’s performance, the next step is to replicate the same research to get competitive intelligence on your competitors’ apps.
  • Is there dissatisfaction in the ranks of a competitor’s app users? That’s an opportunity, and you can get all the details on what’s making your rival vulnerable on the mobile-app front.
  • Does a competitor’s app get higher scores with its users than your app gets with your users? Now you know how much higher you have to set the bar. 

Here’s an example of what a brand can accomplish by upgrading its app. This recent article from Mobile Marketer details how the USA Today Network, a news group of more than 100 local outlets nationwide, achieved significant gains in reader engagement by improving the performance of its mobile website and mobile app.

Identifying and reaching out to first-party consumers by the apps they use opens many other doors to relevant, highly-specific data. And that 100% incidence rate always guarantees you a perfectly streamlined process for the utmost in speed and accuracy. Apps are a great tool for segmenting consumers to gain targeted feedback on any topic that’s relevant to your market research. But more on that later.

 

 

Topics: smartphone apps, mobile research, market research, mobile market research, mobile app targeting, app tracking, competitive intelligence

How To Watch Every Move Your Competitors' Customers Make

Posted by MFour on Oct 9, 2018 12:09:51 PM

Blog Competitive Intel 3Oct18 

The theme music for today’s consumer insights discussion is “Every Breath You Take” by the Police, which was the biggest hit of the year in both the U.S. and the U.K. back in 1983.

“Every move you make, every step you take, I’ll be watching you,” sang the trio’s front man, Sting. He was talking about following a love interest everywhere, to the point of obsession.

We’re talking about following your competitors’ customers everywhere, day by day, week after week and month after month, to gain the competitive intelligence that can help you turn them into your own customers.

How? Not by shadowing them step by step on foot or in a vehicle, but by tracking them remotely and round the clock with complete precision, by leveraging advanced mobile GPS location technology – and much more. Beyond the right technology, you need to track and know the right people – in this case, members of a validated, first-party, all-mobile consumer panel who have given informed consent and opted in twice to allow researchers to track their physical buying journeys in exchange for opportunities to participate in mobile location surveys and earn cash rewards.

  • Every move they make across 12.5 million U.S. retail locations is tracked and archived on MFour’s Path-2-Purchase® Platform.  
  • That includes almost every store of the nation’s top 1,000 retailer chains, amounting to about 750,000 store visits each day.
  • Each visit is archived in a Consumer Data Center you can tap into to gain context for observed journeys.
  • And every consumer who’s tracked can be surveyed at any time, to gain a clear understanding of what’s motivating his or her observed buying journeys – especially visits to the businesses you’re competing against.

Say, for example, that you’re conducting competitive intelligence research for a convenience store chain, and want to focus on Hispanic American Millennials who have incomes of $50,000 to $75,000.

First, you’ll plug in the name of the competing c-store chain(s) whose customers you’re trying to convert.

Then enter the characteristics of the people you want to track — in this case, the above-mentioned ethnicity, age, and income stratum.

The platform automatically shows daily visitation by the targeted group to each competing location, with a graphic visualization comparing it to your own visits on the same day or range of dates. You can see the nationwide competitive picture, or narrow it down to a single DMA. Among the consumer attributes and segments you can study are:

  • Brand loyalists: who regularly visits the competing c-store chain, but never comes to one of your own?
  • Brand agnostics: who’s going to multiple c-stores, marking them as consumers you can try to win over, if you can understand reasons for their c-store polygamy.
  • Frequent shoppers: who goes to c-stores every day, or nearly every day?
  • Daypart shoppers: who’s going in the morning, who at lunch time, and who on the way home from work?
  • Complete daily journeys: where were c-store shoppers coming from before making that stop? And where did they go next?

Observed location behaviors will tell you a great deal about your competitive landscape, but for the deepest insights you also need to understand the “why.” And for that, there’s no substitute for talking to the same consumers whose buying journeys you’ve been observing.  You can send them a notification of a mobile survey opportunity at any time. The ideal solution is to move from location-observation to location surveys. Respondents are detected when they enter your competitors’ stores, and receive a survey notification as soon as they exit. Response rates are typically 25% within an hour and 50% within 24 hours. The incidence rate can be as high as 100%, because you’ll always have certainty that you’re sending surveys to people who’ve are exactly where you need them to be.

  • Do your competitors’ loyalists have different motivations than your own loyalists (who you also can identify, observe and survey by using Path-2-Purchase®)?
  • Is there some pattern of attitudes, preferences and behaviors that differentiates your competitors’ customers from your own?
  • Or are they similar enough to be reachable and changeable, given the right messages or incentives?
  • What are the characteristics and motivations of brand-agnostic consumers who ping-pong between different stores? And how might they be susceptible to special offers or specially-targeted advertising? 

To sum up, there’s now a tool called Path-2-Purchase® that for the first time lets researchers combine observed location-tracking data with survey data. The data is ultra-reliable because surveys are answered by the same actual consumers whose location journeys you’ve already tracked and observed. The process gives you quality data from real, validated consumers who all take part in your research via Surveys On the Go®, the groundbreaking app that has harnessed the immense capabilities of smartphones for receiving and sending information.

This look at mobile-app location and survey research just skims the surface. For example, we haven’t mentioned how smartphones’ ability to display and transmit photos and videos can bring real-time survey data truly alive and make your reports all the more vivid and impactful. 

In competitive intelligence research, every move you make and every step you take should bring you and your decision-makers closer to the goal of prying away customers and market share from your competitors. To learn more about how Path-2-Purchase® and other mobile capabilities can bring more accuracy and intense meaning to your specific projects, just fill out the brief form below. 

 

Topics: competitive intelligence, mobile market research, Path-2-Purchase™ Platform, path to purchase

How To Visualize the Past, Present & Future of Consumer Journeys

Posted by MFour on Jul 11, 2018 7:00:00 AM

Time Machine Blog 6July18 

There’s an intriguing suggestion for consumer insights professionals in the July issue of Quirk’s Marketing Research Review: “Consider measuring the future to inform the present."

Research data that can accomplish this feat, we're told, can help brands “proactively change [consumers'] present behavior” in ways beneficial to future bottom lines.

Is this a suggestion that market research take cues from time-travel film scripts such as “Twelve Monkeys” and “The Time Machine?” Nope. It’s a piece of intriguing, out-of-the-box thinking from the Quirk’s article,“Going Beyond Self-Report,” by Jason Martuscello of BEESY, a marketing intelligence company grounded in behavioral science.

After getting our attention with his future-leaning vision of market research, the author makes it clear he’s talking about brands finding a way to influence today's consumers by asking about their expectations for tomorrow and beyond: “how they expect to feel” and where they “want to go.” Martuscello contrasts this eyes-forward approach with how “most research uses the past and present to passively predict future behavior.”

The article evenhandedly summarizes biases and limitations of self-report survey research, as well as biases and limitations of biometrics and other “new implicit [data] methodologies” that aim to supersede traditional surveys by probing for presumably more reliable non-conscious indicators of consumer sentiment.

But Martuscello also defends the value of self-reported consumer feedback – with the caveat that the surveys eliciting those responses must be well-designed.

“With concepts like cognitive biases and human irrationality taking center stage recently, it’s worth noting that people are real and can provide accurate answers to well-designed and structured surveys," he writes. "Tremendous business value can be exacted….People who claim self-reports are unreliable sources of information typically are misusing them,” or have partisan reasons for dismissing surveys as simply passé. 

The most trustworthy self-reported data about consumer sentiment and intentions, Martuscello adds, is that which demonstrates what he calls “stability,” “persistence” and “durability.”

“When intentions are stable (e.g., same over time) they are resistant to change and are better predictors of behavior.”

MFour's own method for overcoming recall bias and predicting consumer behavior emphasizes observing the actual buying journeys of real respondents from a first-party consumer panel, and using those observed journeys as a springboard to better-targeted and better-designed surveys that allow consumer insights professionals to  understand the “why” behind the "who, what and where." 

These consumer journeys, as visualized on the new Path 2 Purchase™ Platform, can be thought of as bringing together the past, present and future of real, validated consumers. Researchers get to follow  doubly opted-in members of the largest first-party, all-mobile panel of U.S. consumers as they move through time and space. The result is a way to influence future behaviors with data that helps decision-makers draw reliable conclusions about how and why current actions and attitudes came to be. 

The Path 2 Purchase™ process begins with targeting carefully profiled consumers who have been tracked and geolocated at a relevant retail location in real time. They then can be surveyed in-store or shortly after their visit. But instead of capturing an isolated event that is already receding into the past, Path 2 Purchase™ makes it possible to turn the survey encounter into a point on a continuum.

  • Researchers can look backward at the journeys that preceded the survey, illuminating the answers given at that specific moment.
  • Then they can carry on their studies into the future by watching the same consumers' ongoing journeys. If they stated an intention or a preference in the survey, did they follow through on it?
  • For example, you can interview a consumer at an auto dealership at an early stage in his or her car-shopping journey, and then see how many other dealerships, and of what makes, the same shopper subsequently visited.

This is why we say that Path 2 Purchase™ encompasses the future, as well as the present and the past. The result is a holistic view of validated consumer behavior along an ongoing continuum, rather than just a glimpse of a snapshot from a single point in time. 

And, thanks to the unique multimedia capabilities of smartphones and the advanced mobile-app surveys that take full advantage of their data-producing potential, you can literally see consumers as they are making their journeys. For example, by asking them to submit open-ended  “video selfie” responses that bring emotions and motivations fully to life. A further advantage of video responses: ironclad protection against data fraud, as you watch and listen as real people who are truly engaged with your questions give you their honest feedback.

To repeat a key passage from Jason Martuscello in his Quirk’s essay:

"It’s worth noting that people are real and can provide accurate answers to well-designed and structured surveys. Tremendous business value can be exacted….People who claim self-reports are unreliable sources of information typically are misusing them….”

For a productive demo and discussion of how you can get reliable location and survey data that helps you rise to the challenge of looking ahead and not just behind, just click here.

Topics: path-2-purchase, market research, consumer insights, surveys, mobile market research

Why Consumer Insights Pros Should Follow Marketing Pros' Lead

Posted by MFour on Jun 6, 2018 11:37:21 AM

Laptop Destroyer blog 30May18

Should consumer insights professionals take an investment tip from the marketing departments of the brands they serve?

For brands, the smart money increasingly is on reaching consumers on their smartphones, according to a recently-issued report from the Interactive Advertising Bureau (IAB) on how brands are dividing their digital ad-spend budgets. Here are key comparative figures for mobile vs. desktop ad revenues for 2017:  

  • Overall spending: Mobile, $50 billion; Desktop, $38 billion.
  • Percentage revenue gain, 2017 over 2016: Mobile, 36%; Desktop, 6%.
  • Share of digital ad spend: Mobile, 57%; Desktop, 43%.
  • The report also notes that in 2017, video ad spending on mobile rose by a whopping 54%, vaulting mobile ahead of desktop’s share of video ad dollars for the first time.

“Smartphones and tablets have become indispensable tools in the hands of consumers, from the moment they wake up to right before they go to sleep,” Anna Bager, the IAB’s Executive Vice President, Industry Initiatives, said in an announcement of the report. “A double-digit uptick in spend on mobile video is testament to both the pull of mobile and consumers’ never-ending demand for sight, sound, and motion—even while on-the-go.”

In the face of facts and business trends such as these, it seems increasingly incongruous that MFour’s solutions executives report pushback against mobile from a surprising number of consumer insights pros who want to stick with familiar, desktop-centric, online methodology. Among other things, last-gen approaches lose the chance to achieve compelling, location-based consumer understanding by accessing proprietary, smartphone-specific technologies such as GeoIntensity® and GeoNotification®

For a research industry that’s all about the numbers and how they’re trending, It just doesn’t add up. The boom in mobile advertising shows where the trend is going and where the smart marketing money already is. Unless we’re missing something, mobile is where the smart market researcher needs to be as well. In both consumer insights and consumer marketing, everything depends on being able to reach consumers, and the latest ad spending figures testify to how that’s best accomplished in the Smartphone Era.

For an informative and productive conversation about how you can invest in state-of-the-art, in-app mobile research to meet the engaged, validated, and representative consumers your own projects demand, just get in touch by clicking here.

Topics: consumer insights, mobile market research, advertising research, data quality, adv

Free Trial: Combine First-Party Observed Behavior With Surveys at 12.5 Million U.S. Locations

Posted by MFour on Jun 5, 2018 4:15:15 PM

P2P Dashboard

Marketing and consumer insights professionals who've visited the the MFour blog have seen lots of posts about the new Path-2-Purchase™ Platform. Now you can experience it for yourself. We've debuted a free, interactive Path-2-Purchase™ dashboard, and as you play with it, you'll see it's a dramatic step forward for the art of targeting and tracking consumers across their buying journeys. 

Read the full details here. Or to jump right into your free trial, just click here.

The Path-2-Purchase™ dashboard is a highlight of a new MFour.com website that’s been fully revamped and redesigned for easy access to clear, detailed, transparent content that lays out the state-of-the-art in mobile market research, including MFour's noted location-based survey capabilities powered by proprietary GeoIntensity® and GeoNotification® technologies. Please spend a few minutes strolling around the site, which we believe you'll find to be the largest, most useful and substance-filled repository of information about mobile market research and its best-practices you've ever encountered.

 

 

Topics: consumer insights, Path-2-Purchase™ Platform, mobile targeting, mobile market research, market research

8 Questions To Ask a Mobile Research Provider

Posted by MFour on May 8, 2018 9:30:00 AM

Blog Pic Mobile Questions 8May18

Are you ready to join the wave of consumer insights professionals who are diving deep into mobile research? If the answer is yes, then congratulations on making that transformative decision.

But taking the dive is just the first step. No methodology will work if the execution is poor. With that in mind, here are eight key questions any savvy mobile-insights buyer should ask. And be sure not to settle for anything less than answers that are authoritative, assured and completely specific to the kinds of projects you need to accomplish. 

  • Is the mobile research you're selling the same as your online research, only more portable?
  • What specific research capabilities does mobile bring to the table?  
  • Where's the sample coming from?
  • What level of representation and responsiveness can I expect? 
  • Is it true that mobile surveys need to be kept extremely short? 
  • I've heard the way to go is "mobile optimized." What exactly does that mean? And is that really true?
  • There's lots of talk in the insights industry about how important it is to give survey-takers a quality experience. How does your mobile system accomplish that?
  • Can you give me some validation about response rates and respondents' satisfaction with your mobile surveys?

You can get the fast, authoritative answers you need to these questions and more by setting up a one-on-one demo that will focus on meeting your projects' specific needs, and how they align with mobile research capabilities powered by proprietary technologies such as GeoIntensity® and GeoNotification®, which enable state-of-the art location-based surveys.

We'll talk about tailoring solutions to your needs, whether it's a custom-research project where MFour provides everything from design and programming through analysis, or taking advantage of the fast insights you can get from a proprietary, mobile-only automated research solution such as Path-2-Purchase™ Platform and  MFourDIY®. Just get in touch by clicking here.

Topics: Path-2-Purchase™ Platform, staff, mobile surveys, mobile insights, mobile market research, mobile research, mobile technology

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