The growth of eCommerce isn’t abating: the U.S. Census Bureau reports that online purchases rose 16% in 2017, reaching $453.5 billion and topping the 15.1% gain seen in 2016. The need to obtain and act upon consumer data at breakneck speed isn’t abating, either.
For consumers, constant access to mobile information makes shopping and buying journeys easier and better-informed than ever. Meanwhile, brands and retailers benefit from constant streams of data from online purchases and site visits. That presents big opportunities to maximize sales and minimize problems, by making real-time adjustments to pricing, messaging, ad placement, and everything else that determines wins and losses in the struggle for market share. But it places huge pressure on researchers and marketers to access data in a flash, to inform smart, time-critical actions. The Census Bureau’s documentation of eCommerce’s rapid growth suggests that the pressure to get speedy consumer insights isn’t going away.
Quick-turnaround research that doesn’t compromise data quality is in reach, but it requires finding the right survey-design platform, connected to a first-party panel that’s big enough and responsive enough to give you the completes you need from the consumer segments you need, at the speed your stakeholders demand.
MFourDIY® has the easy, templated design features you need to work fast, the sophisticated targeting variables you need to work smart, and the world’s largest and most engaged all-mobile panel to make your work matter because the results are real. If you need hundreds of completes within a few hours, you can get them from a stable, proprietary panel of 2 million validated U.S. consumers who reliably come through with response rates of 25% within an hour and 50% inside a day. Tech-savvy brands can tap into their own first-party data from site visits and checkouts to see what their eCommerce customers are doing. MFourDIY® completes the insights equation by providing the real-time portal to understanding the “why” behind the “what.” And, of course, results and insights that come fast enough for eCommerce are ideal for research in the bricks-and-mortar retail realm, because time is of the essence in that world, too.
To summarize: taking days or weeks in field may be suitable for research projects undertaken to inform broader retail strategy, but today’s consumer insights teams need to develop faster reflexes. That’s especially true in eCommerce, where there’s unrelenting pressure to respond tactically to daily or even hourly developments. But speed is also of the essence in the bricks and mortar space that still accounts for more than 90% of U.S. retail revenue. To learn more about quick-turnaround mobile-app DIY research, get in touch now by clicking here.