Conference
4 Tips for Mobile Market Research
By: Sarah Canning,
Product Manager, Global, Lightspeed GMI
Product Manager, Global, Lightspeed GMI
Mobile phones provide an ideal method to collect and
understand consumer behavior. Given their ability to capture real time
responses, there are endless opportunities with mobile market research that we
can utilize or further develop. As researchers, to capture authentic and honest
input, we must implement best practices. Marketing researchers need to think
mobile and consumer, first.
understand consumer behavior. Given their ability to capture real time
responses, there are endless opportunities with mobile market research that we
can utilize or further develop. As researchers, to capture authentic and honest
input, we must implement best practices. Marketing researchers need to think
mobile and consumer, first.
From social media apps to text messaging, the average
American spends one hour and 49 minutes in-app on their smartphone daily. What
does this mean for marketing researchers? It means mobile devices play an
increasingly important role in our research. We should consider not only the
frequency consumers are using their mobile device, but who we're trying to
reach as well. Those difficult 18-24 year-old males you're looking for to top
off your project? There is a good chance you'll find them on their phone faster
than on a laptop. Now, put yourself in a respondent's shoes. If there aren't
enough surveys for you to take, or the surveys you receive are challenging to
view, will you stay active on the panel? Engaged? If researchers aren't putting
out enough surveys for the demographics more likely to use a mobile device over
a computer, we could see capacity decrease over time. Because of these points
and many others, we need to put more focus on utilizing mobile devices to reach
our target audiences and create surveys that are enjoyable to take on those
devices.
American spends one hour and 49 minutes in-app on their smartphone daily. What
does this mean for marketing researchers? It means mobile devices play an
increasingly important role in our research. We should consider not only the
frequency consumers are using their mobile device, but who we're trying to
reach as well. Those difficult 18-24 year-old males you're looking for to top
off your project? There is a good chance you'll find them on their phone faster
than on a laptop. Now, put yourself in a respondent's shoes. If there aren't
enough surveys for you to take, or the surveys you receive are challenging to
view, will you stay active on the panel? Engaged? If researchers aren't putting
out enough surveys for the demographics more likely to use a mobile device over
a computer, we could see capacity decrease over time. Because of these points
and many others, we need to put more focus on utilizing mobile devices to reach
our target audiences and create surveys that are enjoyable to take on those
devices.
Here are four best
practices to apply:
practices to apply:
1.
Design
for Mobile First: While both PC and mobile can produce informative
results, mobile provides real-time, in-the-moment data. Eighty-seven percent of
U.S. smartphone users under 34 are never without their phones. What does this
mean for marketing researchers? Build with the smallest mobile device in mind, then adapt for
desktop.
Design
for Mobile First: While both PC and mobile can produce informative
results, mobile provides real-time, in-the-moment data. Eighty-seven percent of
U.S. smartphone users under 34 are never without their phones. What does this
mean for marketing researchers? Build with the smallest mobile device in mind, then adapt for
desktop.
2.
Limit
Length of Interview: Quality
results are impacted by the length of your survey. The use of mobile
phones, globally, has expedited everything we do in the 21st century; including
the amount of time to complete a survey on smartphones. While aesthetics are a
huge part of delivery, make your surveys short and to the point. Surveys that
are as short as possible, never exceeding 15 minutes, will yield a more
attentive audience.
Limit
Length of Interview: Quality
results are impacted by the length of your survey. The use of mobile
phones, globally, has expedited everything we do in the 21st century; including
the amount of time to complete a survey on smartphones. While aesthetics are a
huge part of delivery, make your surveys short and to the point. Surveys that
are as short as possible, never exceeding 15 minutes, will yield a more
attentive audience.
3.
Build a
Trusting Relationship: Panelists are people and they now understand the
value of their personal data, their opinions, and their time. Assure your
respondents that their personal information will not be shared.Consent is
essential; however, this is an obstacle for many marketing research
companies. Capture data that is insightful, not invasive.
Build a
Trusting Relationship: Panelists are people and they now understand the
value of their personal data, their opinions, and their time. Assure your
respondents that their personal information will not be shared.Consent is
essential; however, this is an obstacle for many marketing research
companies. Capture data that is insightful, not invasive.
4.
Gamify
Your Research: Gamifying research can result in dramatically higher
levels of engagement amongst panelists (3x higher) and should be incorporated
more frequently in survey design. Marketing researchers don't need an overhaul
of their research solutions; they can simply form the questions in a more
engaging way. There are now many avenues to pursue when marketing to the modern
world and many distractions to overcome. Be
the distraction by gamifying your research.
Gamify
Your Research: Gamifying research can result in dramatically higher
levels of engagement amongst panelists (3x higher) and should be incorporated
more frequently in survey design. Marketing researchers don't need an overhaul
of their research solutions; they can simply form the questions in a more
engaging way. There are now many avenues to pursue when marketing to the modern
world and many distractions to overcome. Be
the distraction by gamifying your research.