Mobile Products
Diary Studies
What if you need nuanced feedback over days, weeks or longer? What if you want to dig deeper to find out, in a consumer’s own words, how they feel about a product or event when they first encounter it, a week later, and a month after that? MFour’s Diary Studies offer researchers unprecedented access to consumer’s evolving opinions. Diary Studies let panelists express their opinions over a period of time, in an open-ended format that is as easy as tapping their smartphone screen after a push notification. Let us say you want insights from a golfer who buys a new club. How does he feel about it in the store? What about when he first takes it to the course? How about a month later—does he love it, or is he let down? Why? He can record his answers, or he can have someone video him swinging the club while he describes what is great and what is not. He can take a photo of the wear on the grip. And, of course, he can answer survey questions like he would in a traditional survey. No matter how well a survey is designed, there may be elements of a user experience no one anticipates. This is true for products and also for events and political candidates. People’s opinions change for all kinds of unforeseen reasons. With Diary Studies, not only can you track those changes, but you can also find out exactly what caused them and how they evolved.
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Shopper’s Path. Aided by our GeoNotification® and GeoFencing technology, Shopper’s Path uses GPS to alert shoppers to the Diary Study when they are entering a specific venue. Shopper’s Path tracks the user’s path through the store and records responses to shelving, signage, store layout and more. Which aisles do they go to first? Which items did they come in to grab? Did they go for end-caps more often than aisles? Did they stop and look at store ads? Shoppers respond at the Point-of-Emotion®, be it frustration, confusion or instant gratification. Rich media options can deliver responses that are as detailed as you need, right down to recording the background music that may be getting on their nerves.
Case Study: Snack Food Diary Study
The Challenges
  • Design a mobile diary study to reveal in-the-moment purchasing preferences.
  • Question respondents every time they shopped in a targeted store.
The Solution
  • MFour’s mobile survey solution was an in-the-moment Diary Study.
  • Geo-Intercept panelists when they walk into stores.
The Results
  • 73% follow-thru rate.
  • Sample was fielded and submitted within 30 days.
Case Study Stats
Sample Size : 100
Duration: 1 month, minimum 5 entries
Responses: 573 shopping entries
The Client
An international CPG supplier wanted to monitor Gen X and Gen Y food and beverage shopping behavior, including what and how they divided baskets among various brick and mortar providers as well as how they were engaging in food and beverage e-commerce. The client worked with MFour to design a Mobile Diary Study that would reveal shoppers’ primary drivers, impulses and purchasing habits by engaging in post shopping interview within 5 hours of each trip.
The Challenges

The CPG supplier was interested in three things:

  • How do individual shopper baskets differ by location – how and why are Gen X and Gen Y shoppers dividing shopping baskets?
  • What basket times are shoppers primarily associating with specific stores and what items are they adding to the basket on a secondary basis?
  • How are shoppers factoring in food and beverage e-commerce purchases?
The Solution
MFour’s mobile diary study solution provided a natural solution for the client’s needs. Conducting a study of 100 pre-selected participants over a 30-day period, participants were required to complete a diary entry within 5 hours of visiting pre-targeted grocery stores. Using GPS functionality, MFour’s Surveys On The Go® system was able to detect store visits and push a survey immediately after the shopper departed with a time limit of 5 hours to complete. Shoppers were also able to take pictures of shopping receipts and answer prepared question sets about a trip. Finally, shoppers were able to record a diary entry as needed if they shopped at a location that had not been GeoFenced or had engaged in e-commerce.
The Results
Our Mobile Diary Studies are all about Point-Of-Emotion® and unique consumer responses. With the data collected through the study, the client was able to gain unique insights into how shoppers prioritized shopping basket needs and divided them among unique store locations. This enabled the client to better prioritize in-store advertisements for products that complement primary basket items. It also enabled the client to get in front of the growing e-commerce impact and adjust advertising strategies for digital engagement.
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Data Sheets: Diary Studies
Features
Native App
Allows for complex, data-heavy surveys and push notifications to panelist.
GeoNotification®
Push-notifies users through their smartphone that a survey is available.
GeoFencing
Identifies a boundary around a venue, and tracks when users enter or exit the area.
GeoValidation®
Verification process ensuring accuracy of GeoFences.
GeoIntensity®
The proprietary algorithm used to enable location based surveys without affecting battery life.
Cached Surveys
Take surveys even without a cell phone signal.
Why adopt mobile diary studies?
What if you need nuanced feedback over days, weeks or longer? What if you want to dig deeper and find out, in consumers’ own words, how they feel about a product or event when they first encounter it, a week later, and a month after that? MFour’s Diary Studies offer researchers unprecedented access to consumers’ evolving opinions.Diary Studies let panelists express their opinions over time, in both an open-ended format that is as easy as tapping their smartphone screen after a push notification, or if your research demands it, a more structured format with reminders of scope and descriptive depth requirements. No matter how well a survey is designed, there may be elements of a user experience no one anticipates. It’s true for products, events, and for political candidates. People’s opinions change for a variety of unforeseen reasons. MFour’s Diary Studies, not only help you track those changes, but also provides researchers with deeper insights by leveraging the multimedia capabilities of mobile devices including video, audio recording, and photographs.
Mobile diary study features:
  • Create diary entries at anytime from anywhere they have their mobile device.
  • Entries can be made in any combination of recordings, text, video, or photos.
  • Identify when and where each diary entry was made (latitude and longitude coordinates).
  • Review results in real time as entries are collected.
Examples of mobile diary studies
Shopper’s Path – Aided by our GeoNotification® and GeoFencing technology, Shopper’s Path uses GPS to alert shoppers to studies when they enter specific venues during the research period. Shopper’s Path tracks the user’s path from location to location. Which stores do they go to first? Which items did they come in to grab? What drove them to an alternative location? Did they engage in e-commerce along the way? Shoppers provide diary entries at the Point-of-Emotion®, be it frustration, confusion, or instant gratification. Rich media options can deliver responses that are as detailed as you need, right down to recording the background music that’s getting on their nerves.
MFour Mobile Research MFour.com
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