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IIeX-Atlanta Shows That MR Industry is Getting Mobile-Smart

“After all…tomorrow is another day,” is probably the most famous line ever uttered by a fictitious person in Atlanta — Scarlett O’Hara, in her tearful finale in “Gone With the Wind.”

MFour’s representatives to the recent IIeX market research conference in Atlanta say they heard something similar from speakers who were trying to pitch outdated online panel methods to the conferees.

By now it’s pretty clear that online methods belong to yesterday, and tomorrow brings them closer to their inevitable eclipse by the advanced, state-of-the-art mobile research that MFour offers.

Ours reps’ takeaway from IIeX is that the market research industry increasingly grasps that fact. People are looking for something better than increasingly ineffective online panels that are dismal on demographics and snail-like in data-acquisition. It’s sinking in that the only smart and sensible choice is to reach respondents where they live – on their smartphones, instead of on the laptops and PCs where fewer and fewer people are hanging out to take consumer surveys. 

At IIeX, said Andrew Fang, MFour’s Vice President of Sales, the idea that online panels remain effective continued to circulate in various presentations. But they seemed to be gaining less traction. Evidence is mounting that new approaches are needed – witness  the most recent Greenbook Research Industry Trends (GRIT) report, which pointedly and emphatically said that panel-quality problems have reached crisis proportions and need to be addressed with a sense of innovation and openness to new and better methods.

Andrew and Jeannette Ceballos, the MFour Senior Sales Executive who joined him in Atlanta, said that the market research clients who came by our company’s exhibit were clearly beginning to understand the importance of jumping aboard mobile, and wanted to learn more.

“It was so much better” than at past conferences, Andrew said. He no longer needed to explain what mobile research is, but spent his time talking to visitors who already knew about mobile methods when the conversations began, and were able to ask informed questions about MFour’s specific approach.

Andrew said that presentations of MFourDIY, the first all-mobile, do-it-yourself survey-building tool, went over especially well.

“Everyone looked at our DIY platform and said, `You can do things with it that you can’t do with other platforms,’” he recalled. “They said they liked it because of its complex abilities, and because it’s intuitive and easy to program.”

We can tell you a lot more as we move farther on down the market research conference trail. MFour will have representatives at OmniShopper, July 11-13 in Chicago, and MRMW North America, July 18-19 in Fort Worth, Texas.

Senior Solutions Executives Alex Colao and Scott Worthge will be our  men in Chicago; in Fort Worth we’ll be giving a how-to workshop on MFourDIY, with DIY Product Manager Andreas Hoelting and Sales V.P. Fang presiding.

In the meantime, if anybody tries to persuade you that online research has a future, we invite you to borrow two other famous sayings from “Gone With the Wind.”

Just tell them “Fiddle-dee-dee!” and “Frankly, my dear, I don’t give a damn.”