Mobile Surveys Shaking Up Market Research

Mobile surveys are proving to be a game changer for market research, providing more in-depth and accurate tools for gauging public sentiment. Businesses trying to stay abreast of what their customers want should consider the opportunities provided mobile research.

What Is Mobile Research?

Mobile research takes advantage of the fact that smartphones have become nearly ubiquitous in modern society. Mobile technology allows market research companies to reach out to customers anytime, anywhere, and also allows these companies to target their efforts to specific locations. Mobile research helps market research firms cope with the slow demise of landline phones and an increasing unwillingness among the public to take part in phone surveys. Mobile research also follows the trend of individuals increasingly using their mobile devices as their primary method of connecting to the Internet.

Better Tools

Mobile research offers market research firms a chance to get more timely and targeted information . Research companies can target specific locations and get responses from that area, thanks to mobile technology. Mobile research also allows survey participants to complete surveys right after a shopping or other experience with a business, giving researchers point-of-emotion response.

Mobile research also provides a variety of methods of gathering information. Survey participants can call and talk to an interviewer after an experience. They can go online and take a survey. They may be asked to take a picture of items or aisles in a store and submit them. They could be required to scan a bar code with their phone. The variety of tools at researchers’ disposal gives them the opportunity to gather a wide variety of information. Online submission of results can also help reduce error in gathering the information.

Making Surveys Fun

One of the great things about mobile research is that it’s fun. Mobile device owners volunteer to participate in panels and take surveys. Rewards programs that encourage participation are one incentive; participant interest in the product can be another. Thanks to mobile technology’s ability to appeal to individual tastes, market research is no longer a scattershot approach of calling up just anyone, asking them anything, and hoping they’ll participate. Mobile research allows for an engaged panel group.

Although market research is increasingly important, companies are moving slowly to adopt it. In today’s competitive business climate, this could be a huge mistake. Getting the best and most accurate market information can help businesses be more nimble and respond to consumer demands.

Company Bio

MFour provides point-of-emotion surveys using the latest in mobile research technology, including surveys that include picture taking and video capture. Their research provides clients with accurate, timely information they can use to be more nimble in planning and executing company goals.