Mobile Products
Surveys

MFour’s mobile surveys are delivered via our highest rated, best reviewed, Surveys On The Go® app, created exclusively for consumers on the go.

Smartphones have transformed the way people communicate—it is the fastest mainstream adoption of a technology since television. The advantages of mobile surveys over online are clear. Point-of-Emotion® insights, captured at the moment a user first experiences a product or event are more valuable than insights recalled days or weeks later.

Mobile response rates are higher and faster, and samples are easier to field. Smartphones have GPS technology, which means panel location is suddenly verifiable. With the ability to take pictures as well as record audio/video, mobile surveys are more precise, more accurate and offer consumers new ways to share their feedback.

But most exciting of all is mobile surveys’ access to consumers who were previously difficult or impossible to reach:

  • Millennials
  • Minorities
  • Mobile-only users
  • On-the-go shoppers
  • Tech consumers
  • App users

MFour mobile surveys provide wide ranging options not available online: GeoValidation®, video and audio testing, image capture, barcode scanning and much more. Nimble, adaptable, with near-instant response rates and smooth, intuitive survey design, MFour mobile surveys offer limitless ways to get deeper, richer and more meaningful consumer insights.

Multimedia Ad Testing. Wherever your ad appears—in print, TV commercials, online, YouTube, in subways, in theaters—a mobile survey can track awareness, brand recognition and recall, category awareness or any other response. For location-based surveys, our GeoFencing GPS technology verifies that panelists are in the location where the ad appears. Users can also take a photo of the ad with their smartphone (and add captions) to confirm that they are looking at it.

App Testing. MFour has the industry’s only, mobile-only panel, making it the obvious choice for app testing. Panelists can be asked questions while they are using the app, after using it or both. Users can also be asked to write or record their unique, specific responses. In addition, MFour can design surveys that passively track how the app is being used without any stated feedback from the panelist. To track consistency, mobile survey app testing can be delivered in a “diary” mode, where the instructions might be, “Use this app four times over the next week, and each time you do, take the survey.” Whatever test you need, our in-house team will help you design it.

Radio Station Testing. Music “hooks” are delivered on the smartphone, gauging listener response instantly. MFour can quickly fill the sample size with exactly the right demographic, including young and ethnic consumers who are only reachable through their mobile devices. We can field a mobile survey and deliver responses in as little as a day.

Political Testing. MFour’s background in political research gives us the edge in testing candidates, positions, issues and advertising. Push notifications alert panelists the moment a survey is available meaning clients get representative feedback fast. Our mobile surveys have consistently proven to be more precise than other types of polling.

No matter what your business objective, MFour will design a survey that will reveal the pros and cons. Should you expand to a new region? Offer a rebate? Provide different services? Put quinoa on your menu? Mobile surveys are a cost-effective way to find out fast.

Case Study: A Large Multinational Fast Food Chain Goes Mobile
The Challenges
  • Optimize successful legacy brand tracker for growing mobile audiences.
  • Minimize pattern disruption to longstanding tracker models.
The Solution
  • Customized questions & solutions + 2-Tap grid designed for client.
  • Access to MFour’s all-mobile panel with more than 600,000 active panelists.
The Results
  • Mobile survey delivered a 34% response rate, compared to an industry average of 1% to 3%.
  • The entire sample was fielded within 48 hours.
Case Study Stats
Sample Size :      1,200
Response Rate : 34%
Incidence Rate : 15%
The Client
A large multinational fast food chain wanted to expand their sample beyond their legacy brand tracker. Their online tracker panel failed to provide an accurate sample of their key target demographic consumers. Their existing method of surveys required fielding that was costly and took weeks to field.
The Challenges
Our client wanted reassurance that transitioning from online to mobile would not disrupt their longstanding research models. That was the case when one of the world’s biggest names in fast food asked MFour to design a mobile solution for their successful longstanding legacy brand tracker. Fast food is a category where the target consumers are young, tech savvy and many are ethnic minorities. In order to reach these consumers when they are first entering the market, this multinational corporation knew it would have to transition to mobile research. On a global level, it made even more sense: for millions of consumers around the world, smartphones are the only portal to the Internet.
The Solution
In addition to giving the client access to hard-to-reach consumers, mobile surveys offered unparalleled speed in fielding. Most people have their smartphones with them at all times, so when a ping alerts them to a survey, they check it out instantly. For this client, the fact that our panel is secure and verified was especially valuable. Online surveys can be gamed, skewing the data, and it is a particular problem with online panels. But MFour’s panel is verified through PayPal; they must have an account to get paid. In addition, our native app has built-in functions to eliminate duplicates, speeders, inattentive respondents and invalid survey responses.
The Results
The mobile survey delivered a 34% response rate, compared to an industry average of 1% to 3% for the typical online survey. The respondents completed the survey in an average of 10.31 minutes and the entire sample was fielded within 48 hours proving that mobile surveys would allow them to incorporate a mobile sample while maintaining an apples-to-apples consistency with their online sample.
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Data Sheets: Surveys
Features
Native App
Allows for complex, data-heavy surveys and push notifications to panelists.
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 Surveys?
Smartphones have transformed the way people communicate-it’s the fastest mainstream adoption of a technology since television. If the point of market research is to take a population’s pulse, the best way to do it is with surveys delivered on a device people carry 24×7, the smartphone. The advantages of Mobile Surveys over online are clear:Point-of-Emotion insights, captured at the moment a user first experiences a product or event, are more valuable than insights recalled days or weeks later. Mobile response rates are higher, faster, and samples are easier to field. Smartphones have GPS technology, which means panel location is suddenly verifiable. MFour Mobile Surveys provide wide ranging options not available online: GeoNotification®, video and audio testing, image capture, barcode scanning and much more. Nimble, adaptable, with near instant response rates and smooth, intuitive survey design, MFour Mobile Surveys coupled with our all-mobile panel offer limitless ways to get deeper, richer consumer insights.
Survey HARD-TO-REACH demographics with no hassle
Mobile surveys give you access to consumers who were previously difficult or impossible to reach:

  • Millennials
  • Minorities
  • Mobile-only users
  • On-the-go shoppers
  • Tech consumers
  • App users
Industry Survey examples
Multimedia Ad Tracking – Wherever your mobile ad appears—in print, TV commercials, online, YouTube, in subways, in theaters—we can track awareness, brand recognition and recall, category awareness, or any other response.App Testing – MFour has the industry’s largest mobile-only panel, making it the obvious choice for app testing. Panelists can be asked questions while they’re using the app, after using it, or both.Radio Station Testing – Music “hooks” are delivered on the smartphone, gauging listener response instantly, helping radio stations gauge the popularity of songs and create playlists.

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