Wednesday, June 22, 2016

Upcoming Mobile Market Research Webinar

On June, 30th, 2016, 11am PST, QuestionPro has an upcoming webinar – How Mobile Innovation is Changing the Face of Data Intelligence,  – Register Here Christina Trampota, Mobile Marketing Professor at San Francisco State University and Mark Salsberry, President of QuestionPro CX, will deep-dive into mobile as the marketing measurement and data collection platform. Whether you are a researcher contemplating or already undertaking mobile data collection, this webinar will provide a holistic view of current and future opportunities as mobile and cross-platform research methods continue to evolve.

Thus, today, I would like to share with you 7 good reasons why you should adapt to New Mobile Reality. Bear these reasons in mind and then join the webinar to learn more.

  1. It’s convenient: Mobile surveys can be answered from literally anywhere. Furthermore, due to the restrictions inherent in its physical size and limited capabilities, mobile marketing, and research is short and succinct.  Clicking yes or no, typing a short sentence, or reading a short tweet on this little machine that resides in your pocket (purse or briefcase) is as simple as it gets. And simple wins, every time.
  2. It’s easy: Survey fatigue is one of the most prevalent concerns in the world of marketing research. The minimal amount of effort that needs to be exerted to participate with a mobile phone that’s already on, in your hand, can convince even the most reluctant survey taker/reader to participate. Being more engaging and fun than traditional surveys pretty much guarantees improved participation rates. In short, easy does it.
  3. It’s straightforward:  The fact that it virtually eliminates the middle man and allows for the collection of in-the-moment data directly from the participant in his or her natural habitat (life and home), is one of the most valuable benefits of mobile market research. The advent of more video capturing and producing technologies will no doubt further that attribute, as well as supplement more qualitative information as an added bonus.
  4. It gets around: As the use of mobile phones continues to rise and landline use notably declines, mobile technology will be the best – if not the only way – to reach participants. Reaching more of the population, particularly demographics typically not well-represented in the online sphere or other traditional methods, that tend to be accessible via mobile, is a significant benefit of mobile market research. Easy integration and dissemination of information is also greatly facilitated by the ease with which mobile technology allows participants to interface with their mobile devices.
  5. It’s fast: Efficiency is key here. The instantaneous nature of a mobile exchange ensures that the wait period between the formulation of a strategy and it reaching its targeted audience is significantly shorter than before. The potential advantage of a faster turnaround time is getting a more immediate consumer reaction to an experience, which makes for a more genuine, in-the-moment, and truer reaction, in other words, enhances the quality of the data by virtually eliminating degradation of memory and inaccurate recollection errors.
  6. It’s personal: Mobiles are agile and “smart”. They allow for the collection of user-generated content (UGC) such as videos and images immediately from the participants’ mobile devices as they go about their daily lives. They gather private user data directly from the device. They capture invaluable geolocation data. Enough said.
  7. It’s accurate: Unmediated insight into people’s lives simply cannot be achieved via traditional research methods as it can with mobile technology. Since most of the information gathered is user-generated, an interesting side effect of the mobile market research is that it actually lends itself to increased accuracy of the collected data. Getting small bits of data in a succession of interactions that incrementally generate better understanding of consumer reactions (establish a better profile), which in turn translates to better prediction of behaviors and tastes, is a commodity akin to gold in the marketing and research field.
Don’t ignore the untapped mobile market research. Reach out to your current and potential customers via their electronic appendage… their cell/smart phones and their tablets. You can’t afford not to! Here some more tips to get you started and how to design surveys for mobile devices.
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