#TDMR Live: Mobile and Geo-Location Research

Live Coverage by Kristin Schwitzer, cross-posted from the New Qualitative Research blog.

Real-time coverage of the following session from IIR’s 2011 Technology Driven Market Research Event in Chicago: ‘Geo-location Research through Mobile Device’

Jim Schwab, SVP North America of OnePoint Surveys, a UK-based mobile provider that can handle any handset, any country and any language. What is LBR (Location-Based Research)? It’s two-way real-time communication between a researcher and a participant, enabled by mobile handsets that engage people when they’re going about their daily business. In the moment, in location. Short: 1-3 minutes max. Participant selects communication vehicle to maximize response rates (18-30%, with 1-2% drop-off per question). Thank-you rewards delivered right to the phone immediately upon completion. When to use LBR? Consider mobile market research when you can’t use other methods:

  • want to be in-the-moment / on location
  • when need fast turnaround
  • need to reach hard to reach respondents

See www.onepointsurveys.com for related white papers. Challenges? Very fragmented market: SMS (can reach all 5 million phones), MMS (picture, video), email (upload picture or video into survey), etc. 82 different mobile operators in India alone. Cannot send a text into Brazil for free, but can in Mexico. Varying screen sizes and handsets, etc. Channel options? SMS (maximum reach), WAP (a more visual experience with a few more questions), Mobile Web (Smartphones), Apps (includes GPS location and barcode / QR code technologies), Integrate to Apps (integrated in a brand’s existing app), and Choice of channel (WAP, Mobile Web or SMS). Four mobile market research case studies:

  1. Retail voice of the customer (their hottest application in US right now)’ shoppers text # with feedback to a keyword assigned per store’ in future, trying to link to retailer’s loyalty program to increase joining and use as a recruiting tool for other MR studies.
  2. Brainjuicer and MGM’s movie prelaunch ad awareness and media mix, used 5 cities (n=150 each) to text in key word upon exposure to any related media, without needing to download an app. Delivered comparable results in real time (participants texted feedback which downloaded a survey to their phone).
  3. App-based mystery shopping to test retail openings, staff courtesy & efficiently, displays and signage via a branded App. Benefits: (GPS validated location and process), secure account, each day selected shops based on participant’s location, and no picture/text link mess-ups.
  4. App-based UK location-based test with 200 shoppers. Whenever they would walk within GPS coordinates of any supermarket store in the country (all pre-loaded), they were pushed a survey that linked to that specific store, then in Phase II participated in more in-depth work via online surveys and chats.