All posts by admin

News | Blog | Events
News | Blog | Events

Best Practices: Use Mobile GeoLocation for OOH Ad Measurement



What’s the best way to measure ad lift from out-of-home ad campaigns? Here’s a case study showing how it can be done using an advanced, all-mobile approach. The key is to harness technology that allows researchers to locate and push surveys to panel members when their smartphones’ GPS location function signals that they’ve come within a short distance of OOH signage. It’s an innovative alternative to the guesstimates you may have been relying on, derived from traffic counts and other methods that massage second-hand data. The mobile approach lets you  access actual, GeoValidated® passers-by who definitely were exposed to your signs, moments after they’ve come within view of them.


The Challenge

A global information and entertainment channel wanted to test an outdoor advertising campaign for a new content-streaming app targeted primarily at Millennials.


The Solution

First, use geofencing technology to “map” more than 130 billboards in three major U.S. cities on which the ads for the new streaming app were mounted. Once the billboard campaign began, panelists ages 18-34 received push notifications as soon as they came within 80 meters of one of the mapped signs.


Note:  It was  important for best practices that the survey be conducted with an app that panelists have downloaded. The alternative to innovative in-app mobile research is the far less reliable “mobile optimized” method that requires smartphone users to access an online survey by clicking on a link. This creates connectivity issues that can slow the process, causing drop-offs and other problems that compromise data quality.

  • To measure lift, a baseline had to be established before the campaign began. It was done by surveying control groups of respondents who were not exposed to the campaign.
  • In this case the control groups consisted of 300 panelists in three cities that did not receive any out-of-home (OOH) advertising of the new app — and 300 panelists in the three campaign cities who also had not seen the new advertising because they were surveyed before the campaign began. The unexposed control panelists and the control cities were demographically similar to the campaign panelists and the campaign cities.
  • Once the campaign began, 100 completes were collected from ad-exposed panelists in each of the three cities.
  • Fielding was sequenced to collect 20 completes per week in each city over five weeks. This allowed measurement of the OOH ads’ cumulative impact as the campaign progressed.

The Results

Awareness was approximately 20% higher in the three test cities than in the three control cities. Respondents surveyed in the fifth week of the campaign were 5% more likely to be aware that the new app was on the market than was the case for respondents who’d been surveyed after being exposed to a billboard in the first week of the campaign.


The Outcome

The client learned with confidence that its OOH campaign was having its intended effect with the Millennials it was targeting. The study also gathered data about respondents’ intention to use the app and their perceptions of how the client’s app compared to its competitors. Insights from the study could now inform the client’s marketing strategy for the app.


There’s a lot more to talk about when it comes to best-practices for OOH ad measurement, or for any other type of survey that can benefit from mobile GeoLocation that identifies panel members when they arrive at locations crucial to your study. Just contact us at, and we’ll set up a one-on-one live demo session.

News | Blog | Events

How Do Mobile Best Practices Drive Panel Quality? Take Six Minutes To Get Tuned In



If you want the lowdown on innovations and best practices in recruiting and managing research panels, here’s an opportunity to hear it from the guy who has the most experience when it comes to panel cultivation and engagement in the crucial mobile research sphere.


Chris St. Hilaire, MFour’s co-founder and CEO, had a chat this week with Bob Lederer for Bob’s “Business Research Daily Report” on YouTube. Check out the interview for a 6-minute overview of the panel quality issues facing market researchers, and how mobile best practices for sourcing  consistent, quality data provide alternatives to online panel methodology. The discussion focuses on common errors in panel recruitment, management and engagement that can compromise quality, consistency and reliability.


Thanks, as always, to Bob for providing and moderating a daily forum that elevates the conversation about the issues that are on market researchers’ minds, and keeps us all up to date on the innovations and opportunities that are moving the industry forward. And for   your own one-on-one conversation about mobile solutions, just contact us at




News | Blog | Events

Study Finds 85.6% of Americans Believe Their Love Will Last Forever




You can’t really quantify love, but since April is National Couples Appreciation Month (as the folks at have declared), and survey data is MFour’s business, we decided to try. Here’s what we found in a study of 400 men and 400 woman ages 18 to 70 who are currently married or in a relationship.


The key takeaway is that when it comes to love, American couples believe overwhelmingly that their romances will last  – regardless of cold, hard, academic research data to the contrary. An oft-cited University of Denver study concluded that if current socioeconomic factors remain unchanged, 42% to 45% of new American marriages can be expected to end in divorce. But when we popped the bottom line question — “Will you be with this person forever?” — our respondents didn’t hesitate to affirm their faith in lasting love. Optimism prevailed over pessimism by a margin of six to one.

  • Asked if their relationship would be unending, 60.6% chose “Yes, absolutely” and an additional 25% picked “Yes, most likely” – a combined 85.6% optimism rate.
  • Only 3.9% picked “no,” and 10.5% chose “not sure” – for a 14.4% pessimism rate about their relationships.
  • When it came to certainty that a relationship would last — a “Yes, absolutely” answer — there was a wide gap between married respondents (74.3%) and those who identified themselves as “in a relationship” (48%).
  • Factoring in “Yes, most likely” responses, the overall optimism rate totaled 93.1% for married respondents and 78% for “in a relationship” respondents. 
  • Men (84.8%) and women (85.6%) were nearly equal in their optimism about lasting love.
  • Optimism prevailed among the young (83.8% for respondents ages 18-34) and the middle aged (88.1% for ages 35-70).
  • Whether they identified as heterosexuals (86.1%), gays or lesbians (81.3%) or bisexuals (85.2%), our respondents believed their current relationship is certain or most likely to last.
  • Whites (89%), African Americans (81.4%), Hispanics (78.8%) and Asians (80%) all expressed optimism that they’ve found lasting love with their current partner.
  • Optimism about love carries across regions: the Northeast (84.9%), the Midwest (86.4%), the South (89.7%) and the West (78.4%).

The survey also delved into some of the obstacles couples have to overcome.



  • Asked who typically wins, 64% of respondents said that they and their partner come out “about even” – a solid vote for a balance of power in lovers’ disputes.
  • But that means there was a consistent loser in 36% of relationships – and respondents reported a distinct advantage to women when there’s a battle of the sexes.
  • Among male respondents in opposite-sex relationships, 26.7% said they typically lost arguments, and only 10.9% said they usually won.
  • It was the reverse for women: 23.3% said they usually won arguments, and only 9% said they typically lost.


  • In opposite-sex relationships, when couples go out, it’s the man who usually picks up the tab – true in 50.3% of relationships if you believe the survey’s male respondents, and 46.6% if you believe the women.
  • Women typically pick up the tab in only 10.8% of relationships, if you ask men, or 6.8% if you ask women.
  • 46.6% of women said they and their partners share about equally in picking up the tab; only 39.7% of men concurred.
  • Talk about a generation gap: 63% of Baby Boom men (ages 56-70) said they usually pay the tab, compared to 46.3% of 18- to 29-year-old Millennial men.



Heterosexuals were asked whether they would feel uncomfortable if their partner had a friend of the opposite sex who is very attractive.

  • 62.9% said they would be “very comfortable” or “somewhat comfortable” with that friendship, and 37.1% said they’d be very or somewhat uncomfortable.
  • Women reported more uneasiness than men – 42.7% said they’d be uncomfortable about that attractive other, compared to 31.6% of men.
  • Age and marital status were indicators for trusting one’s mate with a very attractive friend of the opposite sex: Among 18- to 29-year-olds, 53.6% of respondents said they’d be comfortable with such a friendship, compared to 68.9% of respondents 30 and older. 68.7% of married people said they’d be comfortable with their mate having a “very attractive” friend of the opposite sex, compared to 55.7% of those who aren’t married.
  • 64% of Caucasians and African Americans said they were comfortable with a spouse or lover having a very attractive friend of the opposite sex, compared to 58% of Hispanics and 54.5% of Asian Americans.

Annoying Behavior


We gave respondents a list of potentially problematic behaviors on the part of a spouse or partner and asked them to identify which would make them uncomfortable.

  • Accessing one’s smartphone without permission was the least-tolerated offense – bothersome to 41% of respondents
  • Other leading irritants were leaving the bathroom door open (28.8%), using a partner’s social media password (25.9%) and flatulence (19.9%).
  • Nearly a third of respondents (31.9%) said none of these behaviors would make them uncomfortable with their partner.
  • Women were more tolerant than men, with 34.8% saying they’d be OK with all the behaviors on the list, compared to 29% of men.

Do these results make love any less mysterious? Probably not. Will they add some interesting grist to the never-ending conversation about love? We certainly hope so. And what’s our take on the overwhelming faith our survey respondents expressed in having found a lasting love? In a word, “amen!”


Thanks, as always, to our respondents – who were among more than one million active panelists who use MFour’s Surveys on the Go® research app, taking surveys strictly on the mobile devices today’s consumers (and lovers) love to use. Just contact us at and we’ll set up a one-on-one demonstration of how innovative, in-app mobile research technology and an engaged, all-mobile panel deliver quality and consistency.



News | Blog | Events

Here’s Your 4-Step Plan for Taking the Guesswork Out of OOH Ad Measurement




Out of Home advertising is everywhere, and that poses a big conundrum for advertisers. You can’t be everywhere, so how do you get reliable insights into who’s being exposed to your signs and the impact your OOH campaigns are having?  Advanced mobile research technology has an elegantly simple solution. It begins with the fact that, among many other capabilities, smartphones are consumer locators.


Step 1: Question whether guesswork is good enough.

  • In the traditional approach, click-counts, road- or foot-traffic counts and speed and sightline and angle readings feed algorithms that estimate your OOH audience.
  • Start to understand that there’s a new solution for the Smartphone Era: Real-Time Mobile OOH Measurement.

Step 2: Decide on the mobile option, then study some easy geography.

  • Compile latitude and longitude of every sign in your campaign.
  • Given latitude and longitude, you can GeoFence anything that’s standing still – including OOH signage from giant mural billboards to bus shelters and shopping mall kiosks.

Step 3: Field your real-time OOH audience survey.

  • Access an all-mobile panel whose members have agreed to take location-based surveys using a survey app they’ve downloaded to their phones.
  • Panelists’ phones tell you when they have entered the radius of one of your GeoFenced signs (usually 50 meters in all directions).
  • These are naturally-captured audiences, not recruit-and-sends.
  • When a panelist enters a sign’s GeoFenced radius, it automatically triggers a push notification that a survey is available.

Step 4: Evaluate your data for ad measurement insights.

  • Check awareness of the sign, awareness of the brand, awareness of the advertised product or service, and intent to shop.
  • Get campaign momentum insights by surveying different sets of exposed consumers at regular intervals.
  • See whether late-stage respondents who may have had multiple exposures show more awareness and interest than respondents surveyed early in the campaign.
  • For lift measurement, establish a control group of demographically similar, non-exposed consumers.
  • Compare control group and exposed consumers’ responses to get lift metrics – including brand and product awareness and intent to shop or purchase.
  • No more guestimates about OOH’s impact, thanks to real data from real consumers in real time, for reliably real insights.

Interested? Take the first step to mobile OOH measurement by contacting us at We’ll be more than happy to set up a live, one-on-one demo to take you through all the details.


News | Blog | Events

MFour Increases Sales Staff To Meet Snowballing Demand


Pics D Jeong K Sandman


Kate Sandman and David Jeong have joined the MFour sales team as the company continues its rapid growth to meet snowballing demand for its advanced mobile research products.


Kate joins as a Senior Solutions Executive, bringing extensive experience in helping market research clients obtain the solutions they need. At MFour she will be a point person in educating marketing and promotional agencies about the  powerful capabilities of MFourDIY® — the only all-mobile, do-it-yourself survey-building tool. Kate has held sales posts at Instar America and GfK Custom Research and is a graduate of the Kelley School of Business at Indiana University. In her free time she’s a volunteer care-giver for abandoned kittens, raising them until they’re ready to be placed with an owner. Besides setting you up with mobile DIY research solutions, Kate might talk you into taking home a furry bundle or two. She’s also an architecture and design aficionado, with a special fondness for Mid-Century Modern.


David joins the team as a Solutions Development Representative. He’s reaching out to research firms and brands, introducing them to the capabilities of MFour’s advanced mobile survey technology and all-mobile panel in driving successful research projects. David earned a Bachelor’s degree in Kinesiology from California State University, Long Beach. He loves to hike and fish.


Welcome aboard, Kate and David!

News | Blog | Events
News | Blog | Events
News | Blog | Events
News | Blog | Events