Graduating to Mobile Research

With 94% of market research firms offering online services, it’s clear that the industry has evolved from the traditional methodologies—like personal interviews, mall intercepts and telephone surveys—to more technology-driven options. Yet, only 6% of market research firms have gone mobile, positioning them ahead of emerging marketing and research trends. More than 95% of the world’s population now owns mobile phones, making mobile global research effortless through immediate access to international audiences. Here’s why mobile technology should be considered a critical component of any market research plan: 1. It’s turnkey. Mobile surveys can be answered from anywhere and they are typically short and succinct due to the nature of the device. 2. It’s effective. The ease of responding mitigates survey fatigue, one of the biggest drawbacks of traditional marketing research. 3. It captures “in the moment” data by allowing respondents to participate from their own natural environments—life, work, home—and leverage the capabilities of the device (photo, video) to enhance their qualitative contribution. 4. It reaches farther, particularly to demographics that are otherwise not well represented in online or traditional methods. 5. It’s quick. The instantaneous nature of a mobile exchange ensures that the wait period for results is significantly shorter. 6. It’s “smart” and able to capture participant data directly from the device including user-generated content (UGC) and geolocation data. 7. It’s precise, gathering small bits of information directly from the user and in succession. This generates a better overall understanding of consumer reactions, which translates to a better prediction of behaviors and preferences. The advantages of mobile market research—faster, more far-reaching and highly precise results—make this methodology a smart choice, whether you’re looking to improve existing research projects or try something completely new for your next discovery strategy.

Vice President, Managing Director

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