How could car manufacturers and dealers persuade rideshare passengers who don’t own a car to start shopping for their own set of wheels?
Should a hotel chain that’s trying to boost its market share invest in top-to-bottom remodeling, with an emphasis on workout rooms and other amenities? Or would price-cutting be the best path to increased revenue?
Is a big bank’s app giving its users the ease and functionality they want? Do they still care about in-person banking at a physical branch? Do attitudes vary among different regions? Taken together, do the answers suggest closing more branches – and, if so, which ones?
There’s clearly a lot riding on the answers to these questions, and businesses count on insights professionals to help guide them by obtaining reliable and accurate consumer data.
The business problems above have something in common: before making a decision, it would be extremely valuable to interview a natural, representative cross-section of the company’s regular customers — or a competitor’s customers. Mobile App Tracking is a solution developed specifically to identify and reach out to consumers according to the apps they use.
The consumers and customers being tracked are members of a mobile panel who participate in research via a mobile survey app. Besides providing detailed demographic information when they join the panel to enable accurate targeting, panelists agree to allow some of their phones’ functions to be passively tracked, including app use. (Currently, Mobile App Tracking is enabled for Android phones but not for Apple iPhones).
In the first use case above – the rideshare passengers who don’t own cars – auto dealers and auto manufacturers could target people who have the Lyft and/or Uber apps and ask them all about why they haven’t bought a car, how satisfied they are with doing without, whether they pay attention to car commercials, and any number of other relevant questions aimed at giving the research client a deeper understanding of a quickly-changing personal transportation landscape.
Meanwhile, Lyft and Uber could query their own riders about brand and service satisfaction, and do some opposition research by targeting their rival’s app users. The same dynamic would apply in the hospitality and travel industries, and for the financial institutions needing to know how to fine-tune their decision-making in the face of changing technology and changing consumer preferences related to in-person versus online banking.
Think of the mobile app as the equivalent of the phone number in the days before telephone surveys lost their mojo amid falling response rates (Pew Research Center reports that its own phone surveys now get response rates of about 10%). Or think of approaching known app users as an update of the traditional clipboard and pencil survey conducted on the sidewalk outside a store. Whatever analogy you want to draw with legacy research, Mobile App Tracking puts you in direct touch with validated brand-interested consumers who can tell you a lot about the strengths and limits of their loyalty.
For a productive conversation about how Mobile App Tracking might be a solution to some of your own specific research needs, just click here.