Mobile Products
Geo-Intercepts

Geo-Intercepts are mobile surveys that capture Point-of-Emotion® responses at a level of precision never before available—right down to the door front of a particular store.

Delivered on MFour’s Surveys On The Go® app, Geo-Intercepts feature our proprietary GPS technology: GeoFencing, GeoValidation®, GeoIntensity® and GeoNotification®. GeoFencing identifies a boundary around a venue and the app tracks when users enter or exit the area. GeoValidation® verifies the location from a satellite and GeoIntensity® focuses in on the targeted venue to within 10 meters. GeoNotification® push-notifies users through their smartphone that a survey is available.

Surveys are cached on a respondent’s phone, which allows for a fluid experience regardless of cell service. No other research firm offers this level of accuracy with advanced GPS technology coupled with surveys designed exclusively for mobile devices.

All MFour surveys can deploy our GPS technology, but Geo-Intercepts are specifically designed to maximize location-based feedback. Learn what is on consumers’ minds as they scan the shelves for your product. Discover what pushes their buttons for impulse buys. Survey your competitor’s store and find out, as shoppers stroll the aisles, what is appealing and what is not. With Geo-Intercepts, panel members can be surveyed as they drive into the parking lot, leave the store, purchase their movie ticket, or when they exit the theater.

For clients who demand detailed, Point-of-Emotion® responses delivered instantly from any venue, Geo-Intercepts are the unrivaled methodology of choice.

Retail and Special-Use Geo-Intercepts
In-Store
If you want location-based feedback on issues such as packaging, product placement and brand awareness/comparisons, we recommend In-Store Intercepts. We can field panelists organically as they are entering the store, notify them of the survey, validate that they are in the right aisle and request photos of receipts and products. Shoppers can also record or video their responses. And because our surveys are “cached” entirely on the phone, respondents do not need a cell signal to complete the survey.
Exit Interviews
For retail stores, dealerships, restaurants, theaters and any clients who want customer data, Exit Interviews offer the most powerful insights. Panelists can be alerted to the survey before they enter the venue, so they are more conscious of their surroundings, or they can be pinged as they exit the venue and asked to participate then. Either way, the experience and feelings are fresh at the Point-of-Emotion®.
Competitive Analysis
Long ago, shop-along researchers could shadow consumers and find out why they were loyal to a particular store or brand. Not anymore—the stores do not allow it. Enter MFour’s Competitive Analysis Intercepts: totally candid feedback reported by “natural” shoppers who are visiting the store on their own, or by “informed” shoppers who are directed to the venue. Now your clients have unlimited access to the competition and panelists are not inhibited by the presence of another person following them around. The feedback is more honest than shop-along ever was, at a better price.
Non-Buyer
Every manufacturer, producer and retailer needs to know why people do not buy, so they can fix what is wrong. For high-end items like cars, large appliances and major electronics, the issue is especially urgent. When shoppers exit, the survey is triggered and panelists can report what they were shopping for, whether or not they found it, why they did not purchase it or why they are going down the street to the competition.
Case Study: Turning Non-Buyers into Buyers
The Challenge

Identify non-buying shoppers at a nationwide retailer and interview them within moments of the shopping experience.

The Solution

Use MFour’s GeoValidation® technology to locate qualified shoppers inside the client’s stores nationwide and interview them on their smartphones, with respondents drawn from a panel of more than a million active members.

The Results

Intercepts of non-buying, natural shoppers quantified millions in daily lost sales and gave pointed, directly actionable insights into why they had failed to buy.

Case Study Stats
Sample Size: 400
Fielding Time: 25 days
Incidence Rate: 15%
The Challenge

A major national retailer wanted to quantify and understand the costly problem of sales opportunities lost when customers come intending to buy, but leave without making a purchase. The solution required crucial data on three fronts to generate the insights needed to begin addressing the problem. First, find and question non-buyers at the moment they’d left a store. Second, question them about what they’d come to buy and, third, obtain firmly reliable, in-the-moment responses as to why they had left without buying.

The Solution

MFour used its smartphone-enabled GeoValidation® technology to find members of its panel as they shopped in the retailer’s stores in all 50 states. Just as they left a store, they received push notifications on their smartphones. The survey identified non-buyers and questioned them in-depth about the shopping experience. The study easily achieved its objective of 400 completes well within the project’s deadline. It elicited crucial, detailed data illuminating the key issues:

  • What and how much did shoppers intend to buy when they walked into the store?
  • What were their reasons for not purchasing as intended?
  • How much was the retailer losing in sales it had been ideally positioned to convert but failed to realize?
The Results

The data allowed the client to make a firm estimate of how much it was losing each day because of these missed sales opportunities. The client also gained deep, clear insights into why shoppers were walking out without purchasing, even though they had entered stores expecting to buy.

Mapping the Dimensions of the problem:

  • Nearly one out of six shoppers who entered the client’s stores intending to make a purchase left empty-handed.
  • Estimated lost sales totaled nearly $10 million a day nationwide.

Reasons for not buying, in ranked order from most to least frequent:

  • Unable to find the intended items.
  • Store failed to carry the items.
  • Items were sold out.
  • The price was too high.
  • Lack of customer service
  • Forgot what they’d come to buy
The Outcome

The client learned how much it was losing each day because of shoppers not carrying through with their intended in-store purchases. Insights into these non-buyers’ reasons for leaving empty-handed gave the client a strong basis for planning systematic, store-level operational changes to recapture these lost sales.

Pleased with the tangible return on its research investment, the client enlisted MFour to continue the study by surveying non-purchasers on a quarterly basis. MFour is getting 1,000 completes each quarter at stores nationwide, generating insights that will enable ongoing operating improvements.

The client is receiving data segmented by region, age, income, gender and ethnicity, and is testing results from each of its stores. With MFour’s help, this retail chain will have an increasingly more detailed understanding of what shoppers mean when they say they can’t find what they were looking for, or did not get the service they expected. The client stands to benefit dramatically, gaining sales and avoiding a loss of goodwill among as substantial segment of its customer base. Improved operations and stocking procedures will mean more satisfied customers and dramatically fewer frustrated, alienated non-buyers.

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Data Sheets: Geo-Intercepts
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 Geo-Intercept Surveys?
Geo-Intercept Surveys are mobile surveys that capture Point-of-Emotion responses at a level of precision never before available—right down to the door front of a particular store. Delivered on MFour’s Surveys On The Go® app, Geo-Intercept Surveys feature our proprietary GPS technology: GeoFencing, GeoValidation®, Geolntensity®, and GeoNotification®. GeoFencing identifies a boundary around a venue, and the app tracks when users enter or exit the area. GeoValidation® verifies the location from a satellite, and Geolntensity® focuses in on the targeted venue to within 10 meters. GeoNotification® push-notifies users through their smartphone that a survey is available. Surveys are cached on a respondent’s phone, which allows for a fluid experience regardless of cell service. No other research firm offers this level of accuracy with advanced GPS technology coupled with surveys designed exclusively for mobile devices.
Why use Geo-Intercept Surveys to do market research?
All MFour surveys employ our GPS technology, but Geo-Intercept Surveys are specifically designed to maximize location-based feedback. Learn what’s on consumers’ minds as they scan the shelves for your product. Discover what pushes their buttons for impulse buys. Survey your competitor’s store and find out, as shoppers stroll the aisles, what’s appealing and what isn’t. With Geo-Intercept Surveys, panel members can be surveyed as they drive into the parking lot or leave the store; as they purchase their movie ticket or when they exit the theater.
Examples of Geo-Intercept Surveys
In-Store Intercept Surveys – If your client wants location-based feedback on issues like packaging, product placement, and brand awareness/comparisons, we recommend In-Store Intercept Surveys. We can survey panelists organically, as they’re entering the store, notify them of the survey, validate that they’re in the right aisle, and request photos of receipts and products. Shoppers can also record or video their responses.Exit Interviews – For retail stores, dealerships, restaurants, theaters, and any clients who want customer satisfaction data, Exit Interviews offer the most powerful insights. Panelists can be alerted to the survey before they enter the venue, so they’re more conscious of their surroundings, or they can be pinged as they exit the venue and asked to participate then. Either way, the experience and feelings are fresh at the Point-of-Emotion®.
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