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MFour Lets You Target Respondents by the Apps They Use

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A new equation in research: app-tracking + GeoValidation® = unprecedented data

 

Targeting the right respondents is crucial to getting good research data, so MFour Mobile Research has developed a new pipeline to push surveys to consumers based on the smartphone apps they use.

 

Hoteliers, for example, can find out what people who’ve downloaded their chain’s reservation app liked or didn’t like about their most recent stay — from broad impressions to the most detailed particulars about check-ins, minibars and bellhops. Or they can eavesdrop on what a competitor’s app-using customers say about its own amenities and services.

 

The value of surveying app-users about their consumer experiences extends across all business sectors. MFour’s leadership position as the first and only all-mobile research company means it can infuse app-targeting surveys with even greater capabilities.

 

We power all of our clients’ projects with the most advanced mobile-survey technology. With us, they can leverage the nation’s most effective survey panel – the million-member active panel that uses MFour’s own signature smartphone app, the 4.5-star rated Surveys on the Go.® You get fast, reliable results that fully include typically hard-to-reach demographics such as Hispanics and Millennials.

 

The app tracker accesses the 50% of our panel that uses Android devices. Knowing the apps they have, we can lead you to a rich, new vein of fast, reliable data.

 

Rather than asking panel members which apps they use, MFour’s app-targeting is based on passive tracking that automatically identifies and verifies the apps they’ve downloaded. This tool becomes even more powerful when combined with another proprietary feature, the GPS-enabled respondent-locator we call GeoValidation.®

 

GeoValidation® certifies when panelists have arrived at a given retail outlet or other location that’s relevant to your survey. You can then field a survey to be completed on the spot, before respondents have finished shopping, or shortly after they’ve left, while the experience is fresh in mind.

 

So a market researcher seeking insights about a hotel-chain’s customers (or its competitors’ customers) doesn’t have to ask hotel-app users to recall their most recent stay, which may have happened months ago. Pairing app-tracking with GeoValidation,® this study would proceed from a sure understanding that its subjects were current guests, or travelers who had just checked out.

 

To call the resulting data “premium” would be a serious understatement.

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GeoValidationDemo

A win at Walmart: MFourDIY™ scores 1,000 completed surveys in 7 hours

MFourDIY GeoValidation demo

How awesome would it be if you, the market researcher, could get answers from hundreds of shoppers at the exact moment they’re standing in the exact aisle of the exact retailer needed to extract the exact kinds of data you need? And fast?

 

It would be incredibly awesome. Which is exactly why MFour Mobile Research has made this kind of research possible – make that not only possible, but easy and affordable — by introducing MFourDIY™ —  the nation’s first do-it-yourself survey-building platform for all-mobile research.

 

An ongoing series of webinars is introducing the industry to what MFourDIY will let you do, and how to do it.

 

The topic Thursday morning was Building GPS-Enabled Surveys: A Thousand Completes at Walmart Today.” In 27 minutes, 19 attendees representing major firms and brands learned how to add this powerful survey-building platform to their research arsenals and pinpoint those thousand particular panelists

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MFour’s Chief Product Officer, Michael Smith, started with a brief overview of why MFour’s product – advanced, highly-engineered conduits for fielding surveys strictly to smartphone users – marks a leap ahead for survey-based market research. In a nutshell, because the smartphone has eclipsed desktop and laptop computers as the public’s favored information and communications device, MFour can deliver the panel you need with far more speed and demographic range than any method that’s not fully mobile.

 

In Smith’s words, MFourDIY clients get “the largest panel” (one million active members, all via mobile devices) with “the most detailed demographics” (including complete, rapid responses from otherwise hard-to-reach groups such as Millennials and Hispanics).

 

Smith walked the webinar attendees through two actual examples to show how they can build a GPS-enabled survey. MFour had conducted the two surveys within the previous two days, testing its guarantee that you can, in fact, get “A Thousand Completes at Walmart Today” — or at myriad other retail chains or other business venues on a list we’re adding to all the time.

 

It starts with having the right advanced technology: a proprietary process MFour calls “GeoValidation”®, which, Smith said, goes several steps beyond other GPS-enabled survey systems. MFour paints a locator bullseye right on the store, verifying that respondents are in fact at the store. That triggers a push notification on their smartphones inviting them to take the survey either on the spot or soon after they’ve finished shopping.

 

Smith noted that competing location approaches are no more than a tenth as accurate as MFour’s GeoValidation®. Others will tell you whether an individual is within about 100 to 150 feet of the store; ours certifies that the person is right at the entrance. You don’t have to ask respondents whether they’ve recently been to a Walmart. You know for a fact that’s where they are right now.

 

In our test surveys we sought 1,000 completes from members of our mobile panel who’d been GeoValidated at Walmart stores. We were looking for 200 to respond while they were still shopping, and another 800 to answer questions after they’d finished shopping and left the store.

 

The survey included instructions guiding both groups to the products and displays we were focused on. Some questions tapped into the multimedia capacity of smartphones – researchers can send pictures, video or audio as the basis for questions, or ask respondents to take photos or make audio or video recordings to enhance their answers.

 

We captured our thousand-respondent quota easily. The average completion time was less than 13 minutes for the in-location survey, gathering 200 in-store interviews within four hours; for the after-visit survey, we landed the 800 responses we needed within 7 hours – even though we’d told those panelists it was OK to take up to 48 hours.

 

In-Store and After-Visit surveys are just one facet of how MFourDIY is democratizing mobile research. Take advantage of a special introductory discount at mfourdiy.com, and register for one or more of our upcoming webinars, including MFourDIY: Getting Started on May 4 and 18, and Mobile Panel 101: Reaching Millennials and Other Elusive Demographics on May 10.

 

Click here to learn more about MFourDIY™

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Surveys on the Go Rated #1 by Digital Synopsis

The website Digital Synopsis, described as showcasing the best ideas in design, advertising & visual communication and reporting on the latest trends, marketing innovations & design, recently released a list “Make Money with These 15 Smartphone Apps That Pay You for Using Them.” Of the 15 apps reviewed, Surveys on the Go ranked #1!

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Click here for full article.

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