Toddlers do it incessantly. So why can’t virtually all of the location-research providers who’ve been trying to sell the market research industry on their ability to track consumers’ store visits?
We’re talking about being able to ask the fundamental question, “why?” As anyone who’s spent much time with little kids can attest, it’s never far from their tongues.
Because “for children, `why’ questions help them make sense of the world around them….These `why’ questions also help spur and accelerate learning,” says Rebecca Palacios, one of America’s most respected experts on early childhood education, in a Huffington Post article titled “Why Do Children Ask Why?”
So here’s our own “why” question of the day:
Why can’t those location-research tech and analytics providers let you do as a consumer insights pro what you did almost nonstop when you were knee high to a Great Dane?
Why won’t they let you ask the “why” behind the buy?
Here’s why: technology and data analytics providers don’t really know market research.
They know how to find undifferentiated people, and tell you how many of them have gone to a given location. They’re able to collect footprints, but they can’t help you connect with the actual human beings who are leaving them. They can’t help you ask “why,” the most important question when it comes to understanding and influencing consumer behavior.
Yes, footprint data can be illuminating to an extent as a standalone, but its most advanced use is to point you in the right direction in your quest to truly connect with consumers and understand the many whys behind where they go – and what they think, feel, see and do while they’re there.
MFour creates location technology, but we do it in the specific context of perfecting it for the sake of market research. We pioneered building location capabilities for market research, and we’re the only company to have simultaneously built an all-mobile, validated first-party panel for that technology to track. (with their double opt-in informed consent).
You’re in the business of obtaining a 360-degree view of consumer behavior, and so are we. Not just the “where,” but the “why.”
- Why did a consumer we located as he passed in view of a billboard for Target visit a Target store three days later?
- Was it attributable to the ad exposure, or just a coincidence?
- Why do some consumers alternate frequently between Target and Walmart – as reflected in their location footprints?
- Why are some big box shoppers loyal to one while completely rejecting the other?
The moral of this post is that you should never let any market research provider sell you short by not permitting you to unleash your inner three-year-old. Don’t settle for footprints and algorithmic models that can’t begin to give you the “why” to questions like the ones above.
Always insist on the “the why” behind the buy.
Why? Because you can’t afford not to.
To learn more about how to target, track and survey mobile consumers by using MFour's Path-2-Purchase® Platform, just click here.