Mobile Market Research
Embrace Mobile provides data collection services to the market research industry. A simple idea, but the really good ones are simple! The benefits are similar to presenting an opinion poll online, but there’s much more that you can do with a phone. A well designed mobile survey can provide quicker responses, higher rates of response and higher quality results. There are number of key advantages to reaching the respondent via their mobile phone.
- Quick Response - The phone is always on and always with the respondent. If the respondent is well incentivized to participate an immediate response can be sought. For example reaching out to political party members after a crucial television broadcast.
- Immediacy - The respondent can be reached at exactly the moment that their opinion has been formed. Often online and offline survey mechanisms collect data after the fact, not at the moment. For example, solicit an opinion from a traveler at the moment they step off the plane: ‘Welcome to San Francisco. How was your flight?’.
- Relevancy – A survey presented at the wrong moment is an interruption and an intrusion. A survey presented at the right moment can be considered both a courtesy and a part of the customer experience. By analogy, for example, a hotel desk clerk who enquirers during your stay as to your satisfaction with your room is considered to be doing a good job.
- Context – The mobile phone offers additional contextual information to the market researcher. If the respondent is willing their device can be enabled to reveal their location and activity with the device. With this additional contextual information respondents can be highly targeted and surveys can be highly specific.
- Mobility – The respondent can be reached where they are, not when they get home or to their desk. For example, testing advertising effectiveness at music festivals or sporting events.
- Demographics – The mobile phone is the most ubiquitous technology with the broadest demographic reach, more so than the PC or even the landline telephone. It is now one of the few ways to reach the youth market.
Interesting stuff and we’re currently developing more services for the Market Research and Advertising industries.