Mobile technology in marketing research

Date of publication: June 15, 2015

Abstract:

This presentation demonstrates how a custom mobile app harnessing location-based services can be used to convert a consumer panel or brand community into a rapid mobile consumer led data collection force. In this continuously evolving digital world existing technologies are being modified and adapted to address the changing needs of consumers and businesses alike. In particular, the marketing function faces increased pressure to gain near real-time feedback from their target audiences on a variety of topics, from mystery shopping to quick polling. Market-I has developed a mobile app that pushes notifications to participating consumer panel members based on their location or proximity to a desired landmark such as a restaurant location or retail location. Notifications can be pushed to panel member “on the fly” with specific data collection instructions such as mystery shopping a location, uploading a video or photo, completing a short survey. Participation is facilitated through gamification and incentive schemes. Furthermore, the gamified platform also allows for panel growth through a referral process driven by an “invite your friends” mechanism. The platform both improves data hygiene by eliminating interviewer bias as well overall respondent experience.

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