The name of this week’s ARF West conference at Google’s HQ in Sunnyvale, CA is “FORECASTxSCIENCE,” and one of its key emphases is to “examine whether surveys are still a credible tool for guiding business decisions.” Another major area of exploration is whether and how Big Data can combine with traditional surveys to predict marketing outcomes. The theme on Tuesday, Nov. 14 is “Survey Accuracy and Beyond Surveys,” followed on Wednesday by “Beyond Surveys & AI.”
Three of MFour’s leaders and experts will be attending, and if you’re going you’ll find them ready and eager to join in the discussion that flows from the presentations. As leading experts on mobile-app research, Director of Sales Alex Colao, Research Manager Alex Leipf, and Vice President of Operations Vardan Kirakosyan can give you a fresh perspective. They can fill you in on how in-app mobile research capabilities, methodology and panel recruitment represent a categorically different approach, rather than an incremental tweak of familiar online research techniques.
For example, mobile-app panelists’ phones provide constant streams of data that show where they go, which apps they use, and how they engage with ads served to their phones. That includes social media ads, which can be tested in the ideal environment by injecting the test ad into the actual personal news feeds of panelists who mirror the campaign’s target audience. For post-launch ad metrics, passively collected mobile data identifies panelists who’ve actually received an ad on their phones. Their detailed profiles can tell advertisers whether they’re reaching the right audience, and they can follow up by surveying validated ad recipients to measure lift in brand and product awareness, along with other measures of an ad’s effectiveness.
The MFour contingent is ready to talk about specific solutions as well as overall capabilities and methodology. Look for the guys wearing the green lanyards with the MFour logo, then feel free to pepper them with detailed questions about how mobile-app research can address your projects’ specific needs. Of course, the invitation extends to everyone in the insights industry, whether attending or not. To set up a productive conversation about what you need to achieve and how in-app mobile can accomplish it, just click here.