Mobile Products
Trackers
In almost any industry, trackers are key to current consumer insights—and the most relevant trackers are integrating mobile sample into their mix. As mobile devices outsell PCs and laptops, online and landline trackers are quickly becoming outdated. When it comes to Mobile Trackers, MFour was there first. We set the standard for mobile and our team makes sure we stay at the head of the pack. We can help you integrate mobile sample into your online trackers now, smoothing response norms and allowing you to shift gradually as online sample becomes more and more difficult to reach. MFour Mobile Trackers have all the features tech-savvy researchers expect. Mobile Trackers give clients an array of options not available online, from GeoValidation® to video and audio testing, image capture, Point-of-Emotion® response and much more. Nimble, adaptable, with near-instant response rates and smooth, intuitive survey design, MFour Mobile Trackers offer limitless ways to get deeper, richer consumer insights.
Industry-Specific Mobile Trackers
Movies
MFour’s panel allows for nationwide exit polling at any theater in the country. Track audience responses when films and trailers are fresh in their minds: Did they like the movie enough to watch it again? To rent or buy it? Recommend it? Which trailers do they recall—and what do they recall about them? Was product placement effective? Surveys are submitted via smartphone the moment they are completed, making nationwide feedback instantly available.
Auto
MFour’s GeoValidation® GPS software confirms that panelists are entering a car dealership and delivers the tracker during or after their visit, or both. Track customer satisfaction with the dealership, with the design of a car door, or with the depth of a cup holder. Track general interest in a particular model or track the correlation between interest and purchase. Mobile Trackers capture critical Point-of-Emotion® insights.
Music
Radio stations use our Mobile Trackers to help decide their playlists. The music hooks are delivered on smartphones and panelists respond instantly. The quick response rates help radio stations stay on top of the trends and find demographics impossible to reach anywhere else.
Ad Tracking
MFour has the industry’s only all-mobile panel, making us the clear choice for tracking viewership of ads that appear on mobile devices, including ads within apps. Because all our panelists are registered with their smartphone number, we can verify that they used the app where the ad appeared, giving our clients the opportunity to gauge awareness and persuasion.
Retail/CPG
Grocery stores and other retailers use Mobile Trackers to track customer satisfaction for themselves and for their competition: Is the store easy to navigate? Can shoppers find things on the shelves? What is frustrating? What is working? GeoValidation® confirms that panelists are actually in the stores and photos can provide an extra level of feedback and verification. Some of our CPG clients track their products’ packaging and placement in the store: Which lines are most popular and which packaging works best? Other CPG clients do not care about location. For these clients, we design surveys that include product photos that panelists can complete anywhere.
Tracker Features
  • A native application platform that allows for complex, data-heavy surveys delivered in an easy-to-use mobile format.
  • Built-in functions to eliminate duplicates, speeders, inattentive respondents and invalid survey responses.
  • Up to a 25% response rate within an hour.
  • Optional custom programing, or “piping,” from an outside source.
  • Custom response logic.
  • Ability to report directly into clients’ systems through an Application Programming Interface (API).
  • Moment-to-moment video testing.
  • Real-time data reporting on our proprietary platform.
  • Optional SDK platform and integration for White Label products; SDK within an app technology.
At MFour, we have established best practices for Mobile Trackers. We know how to field the sample, design the surveys and interpret the results. There is a learning curve to integrating mobile data into your sample. Delay for too long and you may be forced to transition your entire sample at once, without understanding how to properly interpret modal differences and integrate them with your existing data. Mobile response has been shown to have about a 10% variance from online in some markets; a steady transition to mobile over 18 months to two years results in fewer questions about variance from your end clients. Sudden shifts make trackers look less credible, so establish mobile norms gradually and start now. MFour surveys are setting the bar for data reliability. GeoValidation® ensures that panelists are where they claim to be, while bar code scans and photos of stores, venues, products, or receipts provide more options for data verification. Surveys are designed to eliminate duplicates, speeders and inattentive respondents.
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Case Study: Putting a Derailed Tracker Back on Track
The Challenge

    A client’s tracking study was failing to reflect observed reality because of flawed, insufficient data across key demographics. It needed new methodology that would restore the study’s validity.

The Solution

    Leverage MFour’s all-mobile research technology and its million-member active panel to supply missing demographics, calibrating and gradually integrating smartphone responses to ensure consistency with the client’s historic online data.

The Results

    The client reached missing demographics, restoring the tracker’s reliability. Sample integration and calibration ensures consistency and accuracy for years to come.

Case Study Stats
Sample Size: 1,000 Response Rate: 37% Incident Rate: 15%
The Challenge

An entertainment company’s longstanding tracking studies of title awareness and audience interest in its releases were failing because it relied exclusively on online survey methodology. Online research no longer reaches Millennials, Hispanics, African Americans and parents of young children who favor mobile devices over traditional desktops and laptops. These groups also prefer mobile push notifications to traditional email recruitment notices. The client turned to MFour to help it reach these important audiences. But diversifying the panel had to be achieved without sacrificing any continuity with valid past tracking results and non-mobile data from easier-to-reach online respondents who remained part of the tracking sample.

The Solution

Part 1: Integrate the Mobile Panel

MFour implemented a gradually integrated, mathematically calibrated process to realign panel and data to correct the defects that were leading to unrepresentative, unreliable tracking results while aligning the mobile data with valid segments of the online survey data. The public’s rapid adoption of smartphones had placed key, fast-adopting age groups (Millennials and Gen X) and minorities beyond the reach of the client’s customary online surveys. MFour turned the problem into an ongoing benefit by leveraging its all-mobile panel to replace segments of the client’s outdated online-only panel that were failing a to deliver the needed data. MFour’s panel provided ample access to key, smartphone-centered age and racial groups who make up crucial segments of the entertainment audience. The mobile panel was introduced gradually, and their mobile data was calibrated to fit with data from online surveys the client continued to field to demographic groups that still are accessible to email notifications and are more available to answer surveys on personal computers.

Part 2: Survey Optimization

Like all MFour surveys, the entertainment tracker was optimized for smartphones, using the proprietary technology that powers the Surveys on the Go® native mobile app. Leading performance characteristics include fast, problem-free function for respondents, which drives their strong willingness to engage with surveys on their beloved smartphones. Engagement and willingness make it possible to field longer, more complex surveys than is commonly believed possible. In this case, MFour’s operations staff consulted with the client to update its online survey questionnaire for a mobile panel. The aim was to capture the same complexity and comprehensiveness the client needed for its tracker, but to streamline some of the language to make the surveys display and function better on smartphone screens. The result was a tracking survey lasting more than 20 minutes whose clean display and optimum function helped generate completion rates over 95%.

The Results

The client solved the acute demographic issues that had undermined key portions of its tracking study. With Millennials and minorities now fully included, data again aligned with observed facts concerning audience preferences. Gradual integration and calibration of the mobile data ensured that the client could still make valid comparisons between the new data and historic findings from past tracking. The same was true of comparisons between data from MFour’s mobile panelists and from mainly older audience segments who continued to respond online. Meanwhile, MFour has established a platform for continuing mobile integration as the overall audience ages and there’s an increasing need to rebalance the panel to reflect the growing dominance of Millennials and Gen Z.

The Outcome

The tracking study is positioned to adapt to changing demographics and remain effective for years to come. Panel composition will shift automatically as time goes by to reflect the growing percentage of smartphone-first respondents among the entertainment audience.

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Data Sheets: Trackers
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 integrate Mobile Trackers now?
In almost any industry, trackers are key to current, credible consumer insights—and the most relevant trackers are integrating mobile sample into their mix. As mobile devices outsell PCs and laptops, online and landline trackers are quickly becoming outdated. MFour trackers have all the features tech-savvy researchers expect. Trackers give clients an array of options not available online, from GeoNotification® to video and audio testing, image capture, Point-of-Emotion® response, and much more. Nimble, adaptable, with near instant response rates and smooth, intuitive survey design, MFour trackers offer limitless ways to get deeper, richer consumer insights. MFour surveys are setting the bar for data reliability. GeoValidation® ensures that panelists are where they claim to be, while bar code scans and photos of stores, venues, products, or receipts provide more options for data verification. Additionally, our surveys are designed to eliminate duplicates, speeders, and inattentive respondents.
Mobile Tracker features:
  • A native application platform that allows for complex, data-heavy surveys delivered in an easy-to-use mobile format.
  • Built-in features to eliminate duplicates, speeders, inattentive respondents, and invalid survey responses.
  • Average 25% response rate within an hour.
  • Optional custom programing, or “piping,” from an outside source.
  • Custom response logic.
  • Ability to report directly into clients’ systems through an Application Programming Interface (API).
  • Moment-to-moment video testing.
  • Real-time data reporting on our proprietary platform.
Industry Trackers
Retail/CPG – Grocery stores and other retailers use trackers to gauge customer satisfaction for themselves and for their competition. Auto – MFour’s GeoNotification® GPS software confirms that panelists are entering a car dealership and delivers the tracker during or after their visit, or both. Movie – MFour’s GeoNotification® allows for nationwide exit polling at any theater in the U.S. Track audience responses when films and trailers are fresh in their minds. Music – Radio stations use our trackers to gauge popularity of songs and establish relevant playlists.
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