Get Connected to the Future of Research
This originally-authored article first appeared on MarketingProfs.
Any good marketing campaign strategy strives to answer this essential question: Are we reaching the right customer, with the right message, at the right time?
Answering that question isn't easy, but doing so is vital. By collecting data on concept and product development, market trends, branding key performance indicators, campaign measurement, customer satisfaction, communication, and creative, you'll be empowered to take a more strategic marketing approach.
Moreover, selecting the right medium for gathering feedback can reduce cost, improve reach, and speed up your data collection. The trick is to get data quickly enough that it can guide internal decision-making—which makes mobile surveys a great option.
Mobile: Market Research's New Frontier
Agencies and clients need to consider that traditional methods of gathering market research (such as door to door, in person, via a live operator, and robocall surveys) have their limitations and biases.
People see door-to-door visits, live-operator calls, and robocalls to mobile phones or landlines as the most intrusive forms of survey invitations, according to a recent study.
By contrast, mobile surveys assure anonymity, eliminate interviewer bias, and reach and engage participants within their time-constrained schedules.
How do marketers know whether they're targeting the wrong survey audiences or taking antiquated approaches to data collection?
Consider these top four mistakes that marketers make when launching surveys.
1. Forgetting to consider context
A 20-year-old and a 55-year-old will have different responses to a paper-based survey. Moreover, someone accustomed to interacting with your brand on social media may balk at an email survey.
Know your audience and which mode will work best to reach your customers (e.g., in person, on paper, or by telephone, email, social media, or mobile). Make sure you know the pros and cons of each methodology, and consider how you will compile data from multiple sources.
2. Failing to put mobile first
Daily use of the mobile Internet is increasing across all age groups. Americans between ages 18 and 24 check their phones an average of 74X a day. Those between 25 and 35 look at their devices 50X per day, and 35- to 44-year-olds check them 35X a day. Phone addiction is a real phenomenon—and one that can benefit mobile marketers.
The promises of mobile are scale, reach, and efficiency. If you need quick turnaround on your concept, mobile is the fastest, most economical, and most efficient way to obtain results. Case in point: My company recently conducted a survey on the "Brexit" (i.e., whether Britain should leave the European Union). We reached out to mobile users in the UK, and we needed only to connect with 771 users to receive 750 completed surveys in just over an hour.
3. Overlooking the customer journey
People don't differentiate their online experiences by what they do on different screens, so the onus is on you to provide the best experience based on where you reach consumers.
For example, the US has about 207 million smartphone users, and 91% look to their phones for ideas in the middle of tasks, which means most customers will be on their mobile devices at some point in their journeys. What better way to evaluate your mobile impact than with a survey designed to reach the mobile user?
4. Overcomplicating survey content
People make decisions on the basis of functional, economic, or emotional benefits. Reaching a core understanding of which benefit compels your customer within just a few questions is better than having the results of an exhaustively long survey.
If a survey is too long and respondents tire out, the information they provide can become convoluted.
The nature of mobile encourages people to be concise. Every time consumers pick up their devices, it's to take action—and that means your survey needs to be clear, succinct, and time-sensitive. Plus, because consumers often multitask on their smartphones, they're more likely to drop out when the survey takes more than a few minutes or contains more than 15 questions.
* * *
A well-designed survey that reaches the target audience benefits you by helping you to collect, analyze, and understand customers' opinions. Those insights allow you to test concepts beforehand and avoid costly mistakes (e.g., the Gap logo in 2010 or Netflix Qwikster) so that you can focus your resources on developing products and features that really matter to your customers.
Remember that a survey should answer the following questions:
This originally-authored article first appeared on Memeburn.
The marketing community’s obsession with finding the right audience has only intensified in the digital age. With so many ways to track consumer behavior now, we’re constantly seeking the next best method for getting inside people’s brains. Once we’ve cracked their compulsions and preferences, we can convert them by serving up the perfect products for their needs.
We fixate on producing the rights ads, content, products, and services, and then we’re frustrated when conversions don’t go through the roof. Where did we go wrong?
No matter how much money you invest in products and advertising, you’ll never see the numbers you desire unless you’re selling the right products to the right people. Not only that, but you also need to sell to the right people in the ways they want to be reached.
That’s no small task, and it’s critical to your business performance — which is why surveys are so appealing. Hearing directly from your audience helps you improve your marketing messaging, customer satisfaction rates, brand awareness, competitive monitoring strategies, and product development — when surveys are done right, that is.
Question-and-answer formats are fundamental to human communication. The key is asking the right questions of the right people to gain insights from your target market. Here’s how to knock your next survey out of the park:
1. Define your audience
Many researchers mistakenly focus more on the questions they’re asking than on the audiences they’re trying to reach. But even the best questions won’t provide the information you’re seeking if you ask the wrong people. Be clear about what type of information you need and from whom. Do you want feedback on a new product or insights into brand loyalty? Establish your survey goals, and then go after the right people.
Identify their personas: their demographic profiles and current behaviors, as well as which platforms are most likely to engage them. People of all ages will likely prefer a mobile survey they can complete in a few minutes on their smartphones. But your 20-something customers may only be reached that way — nearly 20% of them are mobile-only. To get high-quality data, make it simple and comfortable for people to respond.
2. Reach customers on their own turf
Standard survey methods return low-quality responses for a number of reasons. Most people dislike telephone surveys when brands target them on their home landlines. Phone interviews are also becoming less effective, with 57% of Americans relying predominantly on their mobile phones and 41% using them exclusively. Moreover, in-person interviews provide in-depth, qualitative information but are limited in scale, so the data may not be broadly representative.
Paid panels also return nonrepresentative data; you have to account for bias because people receive something in exchange for participating. And online surveys demand that you pay for traffic to get people to the questionnaire site. But the biggest problem with all of these methods is that they’re not one-size-fits-all solutions. Millennials who live on their mobile phones aren’t going to be interested in sitting for in-person interviews or filling out lengthy surveys on a desktop site.
Fortunately, mobile survey methods hold the key to the best data, and smartphones provide affordable, unparalleled access to your audience members. You can invite them to complete simple surveys via smartphone apps. Considering that 89% of users spend most of their smartphone time in apps, it makes sense to target them there.
3. Ask the right screening questions
Screening questions play a major role in finding the right audience for your survey. If you want to select an audience based on common traits, behaviors, or opinions, your screening questions should help identify them.
Get specific here. Rather than focus on age, gender, or income level, ask, “Who is the ideal customer for my product?” That approach nets the most relevant responses, whereas targeting by age alone brings in people with too broad a range of perspectives.
Properly worded screening questions establish participants’ credibility and filter out respondents who don’t have strong opinions on your brand or don’t fit the core criteria. They lower costs, improve data quality and analysis, and reduce respondent biases.
Let’s say you want fresh, candid responses, so you decide to weed out frequent survey takers. One of your screening questions might be “Have you taken an online survey in the past six months?” Anyone who answers “yes” can be eliminated. Questions about educational background and lifestyle can also narrow the pool to the most relevant participants.
Be conscientious about the audience you want to engage with your surveys. As you become more specific and focused in your surveys, you’ll receive data that’s of higher quality. When you’ve connected with the right people, you can hone your product and marketing strategies to really meet your target market’s needs.
From the Pollfish blog, this originally-authored article appeared on NewsCred Insights.
Mobile technology is not only the future of marketing, but also its immediate present. Effective modern marketing requires both an analytical approach to evaluate what consumers really want and mobile execution strategies to deliver content whenever and wherever they want it.
The mobile user base is colossal and is only expected to continue growing. Nearly 6 in 10 people in the U.S. use their cellphones as their primary means of communication. What’s more, more than half of the planet’s population will have access to the internet by the end of this year, largely thanks to smartphone technology.
With so many mobile users across all age groups, why would you try to reach people any other way? The real question is: How can you most effectively gather the information you need to fuel a strategy that will reach this audience? In many cases, mobile surveys are the solution. People are more likely to respond to online surveys on mobile than on desktop computers because they can complete them from anywhere. And mobile technology can provide more accurate data through features like geolocation to better inform your mobile strategies.
When building a mobile survey, you need to answer a few basic questions:
The answers to these questions allow marketers to tailor an approach that will not only be based on accurate data, but will also resonate with audiences and increase response rates. You shouldn’t simply come out and ask your survey audience these questions, though. To get honest answers, pose the following questions instead. The responses will help you find the information you need to launch more successful campaigns.
This question helps content marketers determine where their core audiences spend the majority of their time online as well as what kinds of content might attract new users. Possible answers include:
The content format, tone of voice, and distribution channels are equally important in attracting users, particularly for a native advertising campaign. Possible answers include:
Determining the target audience’s proverbial “watering hole” allows marketers to determine the right channel and format for every audience. Whether that’s mobile versus desktop or email versus in-app advertising, everyone has a preference about where he feels most comfortable receiving information. Possible answers include:
The previous questions can tell you what users want and where they want it. This question helps you learn how respondents like to consume content. Possible answers include:
If you know what kind of content consumers want and when they want it, then your next step is to discover when they’re most likely to see it. Possible answers include:
This is, perhaps, the most critical question to determine a piece of content’s vitality. Figuring out what compels users to share certain content is as important as learning what, when, how, and with whom they share it. Possible answers include:
We ran a survey of 1,000 people on their mobile content preferences, see results here: https://www.pollfish.com/dashboard/results/9274/-2113873823
The optimal length of any survey is a function of time, the number and type of questions, and the order in which they appear. Typically, mobile users begin to suffer “survey fatigue” after 15 to 17 questions. Any more than that, and you will sharply reduce the respondents completing your survey. Survey fatigue can also set in if those questions are not quick and easy to answer.
Two to three open-ended questions are fine, but people vastly prefer multiple-choice options (although 10 straight “strongly disagree or strongly agree” questions will bore them). People like to be engaged, so mix up the question styles while keeping them as simple as possible. No one has time to sit down and type out thoughtful responses to 15 survey questions on a desktop — less so, a smartphone — so keep it two minutes long, max.
Most important, be considerate of people’s time and aware of the context of the environment in which they take the surveys. A user taking an in-app survey as distributed on our platform has a different frame of mind than someone responding to an email survey on desktop. Use fewer questions and shorter answers. And, to preserve the purity of responses, never ask someone to scroll back to see the answer to a previous question before he can answer the next.
Survey goals are different for every researcher. We’ve helped companies generate surveys on topics ranging from opinions on political issues to brand awareness to who the true criminal is on “Making a Murderer.” When approached correctly, surveys can provide valuable information on just about anything. No matter the source content, delivering a survey into the hands of respondents through mobile can yield deeper, more actionable insights than any other medium.
This originally-authored article first appeared on SEMrush
The most common marketing advice is “know your audience.” If that’s the stepping stone for any good campaign, the next logical question becomes “How do I get to know my audience?”
The core of market research is to help the modern marketer make informed business decisions and develop messaging to the best target audience. It predicts and drives marketing strategy, allowing brands to follow the advice of Craig Davis when he said:
We need to stop interrupting what people are interested in and be what people are interested in.
— Craig Davis
We need to stop interrupting what people are interested in and be what people are interested in.
— Craig Davis
Market research was once a tool solely for large corporations with big budgets. But advances in technology now make it possible for small enterprises and individual entrepreneurs to use market research to save time and money.
And because users spend more time on mobile than on desktop, it’s imperative to reach them in that medium. The current approach to mobile marketing is to assume it’s just another channel for existing advertisements. As a result, there is a deluge of ads, which is just not what people want – the addition of ad blockers in recent iOS and OSX systems renders them less effective. Instead, consumers want personalized content that solves a problem or makes them laugh.
How do you discern what content your audience really wants? It used to be through retrospective split testing, but that really only tells you which one of your guesses worked best. Alternatively, using surveys for market research will help you understand that before you spend any time or money creating content, offers, messaging, or even products and services.
Surveys have been around for ages, and a general pen-and-paper survey or even a desktop online survey won’t cut it anymore. Why would you use an old medium – like landlines or even desktops – to find out what people want on their mobile devices? It seems silly to call consumers on their landlines to ask them what their in-app mobile device preferences are. The world is all about mobile these days; taking any other route would be counterproductive.
That’s what makes mobile surveys so powerful; people are already on their phones. So it’s the perfect time to ask them what they want to experience on those phones. Here are five tips to do that:
1. Consider the entire mobile experience. Mobile experiences aren’t only about beyond screen size. Consider the types of actions users will take: scroll or swipe? Tap or type? Does your survey require a two-handed task to enter information, or can the user flow through it with just thumb movements? Designing your survey around these expectations will create an experience that’s engaging to the end user.
2. Focus on optimizing for mobile vs. catering to all channels. When you create mobile surveys, remember that “mobile-optimized” is different than “mobile-friendly.” There are many elements to consider, and you can’t just reformat your online desktop survey for a mobile device.
3. Keep it brief. The mobile user is pressed for time. No one wants to take a six-minute survey. In fact, the best surveys take less than two minutes. Keep the number of questions short, and the answer options even shorter.
4. Make it engaging (but not onerous). Use images and videos to keep a user’s attention, but make sure the content doesn’t take up a lot of bandwidth, screen space, or time to understand the concept. If any single piece takes too long, the user will quit taking the survey and move on to something else.
5. Test your survey out before you send it. Is this a survey you would stop and take? If you aren’t willing to take it, users who aren’t invested in your idea definitely won’t be. Well-designed platforms enable you to preview the survey and take it like a user would. You should also be able to share a preview link with others so you can get unbiased feedback about the overall flow and experience.
Because anyone can have an online presence and a voice, the modern marketer is faced with the enormous challenge of trying to be seen and heard in a cluttered space. The success of any business hinges on product-market fit, and business opportunities can be revealed through relevant, meaningful market research. If you use the five tips mentioned above, you’ll find out exactly what your customers want, where they want it, and how they want it – directly on their mobile devices.
Published on Apr 26, 2016
Watch video by clicking here
Proponents and users of mobile research face a dilemma. They want to aggressively move ahead with their mobile research surveys, but at the same time they are inflicting poorly constructed and overly long mobile surveys. It soon may be too late to reverse mobile user attitudes about ignoring survey requests. Innovate MR EVP Global Operations Lisa Wilding-Brown revealed attempts through CASRO to tackle this problem.
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I was checking out the Wikipedia on Mobile Marketing Research and noticed it said:
The MMRA has an opportunity to help define Mobile Marketing Research and the issues around it such as the benefits, types of research studies, professional standards/ethics and any limitations.
If you would like to work on updating this Wikipedia definition, please get in touch with email@example.com.
As the designer and developer of a qualitative smartphone platform, the prospect of big data seemed really scary to us at first.
We imagined big data’s immense potential to capture actual behavioral data, pure and uninfluenced by the effects of observation. Massive numbers that we could manipulate and cut down to tiny subgroups without fear they’d disappear below the threshold of projectability and confidence. Getting insight into actual consumer behavior and motivation at a fundamental level (like qualitative is meant to do), and doing it on a massive, projectable scale. In short, we imagined big data rendering the qualitative we help our clients do less necessary.
But the more we’ve worked with clients who have big data at their disposal, the more we’ve come to understand big data’s ability to make qualitative better, and for qualitative to help fill the insight gaps that big data points to but can’t answer. Big data is amazing at answering “what’s happening.” But it almost always leaves you wondering “why?” And when brands go out to innovate and communicate, the “what” without the “why” isn’t enough.
So, as it turns out, big data has been a huge boon to the smartphone-based qualitative work we enable our clients to execute. Big data lets them see mass-scale behavior and lets them pinpoint crucial moments and points of influence that used to be invisible. It guides smartphone qualitative to focus on exactly the right moments where consumer motivations, perception and attitudes need to be better understood.
Here’s an example. One of our clients is an industry leader in collecting, managing and mining big data, then helping their clients build communication platforms based on the insight it provides. One of their data strategists shared a story with us about a retailer who actually used big data analysis techniques to reliably identify consumers who were pregnant based on other behavioral data they collected. Though the tactic proved problematic, the power to identify a target is impressive.
Now, imagine you’re a marketer for a company that manufactures baby furniture. Big data would let you know know exactly who is about to need baby furniture, what brands and retailers they’re likely to favor to buy it, and what media they consume so you can communicate with them about it. Goldmine.
But if you want to do anything more meaningful than send them a coupon, you’ll need to understand more. If you want to innovate and communicate effectively with people who are about to bring a child into the world, you need to understand things like: “what kind of an environment they’re hoping to create in their child’s nursery, and why.” You’ll need to understand how they perceive the different brands of furniture you’ll be competing with as they shop and what’s driving those perceptions. You’ll want to understand what’s special and different about your products, and how you can talk about your furniture as something that actually brings greater value to its users. You’ll still need to find insight into the consumer need your brand and product can satisfy better than anyone else.
Would you like qual with that? And now, with smartphone qualitative, you can get that insight easily. A simple, week-long smartphone qualitative project with 50 of the consumers your big data identified can let you complete the picture, You can ride along on their smartphones and have them show you the room they’ll be turning into a nursery, and share their plans, wants and dreams. And you can bring that richness right back to your team in photo collages, audio confessions and HD video. You can ride in their pockets and purses and have them journal the pathway they take as they decide what furniture they’ll buy, and document every in-store, online and other influence along the way. You can send them out to shop your product (and your competitors) and tell you exactly what your designs are doing that’s right, and how you’re faring at retail.
And it’s not just us wondering how to add the “why” to the “what” that big data identifies. We saw a panel discussion called “Qual VS Big Data.” at Qual 360 in Washington last week where insight leaders from Cirque du Soleil, Merck, Travelocity/Orbitz and Gallup weighed in. One of the key themes that emerged? It’s not “Qual vs Big Data” at all. It’s more like “Big Data lets me see what’s happening, and Qual let’s me understand it and make it meaningful to my internal audiences.”
Suddenly, big data and qualitative are more like Batman and Robin, and less like Lex Luther and Superman. Rather than fighting for space in the insight world, our experience has taught us that big data and qualitative are more of a dynamic duo helping to raise the bar for effective innovation, brand development and communication by working together to present the whole picture. And now instead of feeling threatening, big data starts to feel exciting.
Got a Big Data "what" and want to understand "why"? We'd love to hear from you. www.overtheshoulder.com/contact
Linked from Startups.co
Maximize Your Success Rate With Mobile Market Research
by John Papadakis, Pollfish
Startup owners face a unique business challenge: Their ideas, products, features, and businesses themselves don’t have solid, market-proven research backing them up.
Basically, everything entrepreneurs do is new, and sadly, a whopping 70-90 percent of startups end up failing because the owners didn’t do their research.
To be successful as a startup founder, you have to conduct your own research and build a strong foundation to support every step you take. One of the best research methods that entrepreneurs can adopt is surveying both current and potential customers.
Surveying provides key information that helps determine whether your business is on the right track.
Typical Survey Avenues and Their Downsides
Startup owners can take a variety of approaches when it comes to customer surveys. Here are a few of the most common methods:
Each of these approaches has major disadvantages. Surveying your friends and family, for example, is a terrible way to gain true customer insights. Similarly, posting surveys on Facebook or emailing them out generates skewed results because the target audience (people you know) is biased.
Additionally, promoting surveys through advertisements is way too expensive because you pay per click rather than per completed survey. Honestly, not many people want to take a survey they hear about through an online ad anyway.
But perhaps the most egregious customer surveying error that startup owners tend to commit is not surveying at all. There are tools out there that have been built to help you effectively survey your true target audience. You just need to find a platform that targets the right audience and collect the data you need.
The Key Is to Go Mobile
Engaging your audience members — on their terms — is a crucial part of being an entrepreneur. So mobile surveys are the best way to discover your potential customers’ opinions and perceptions, their likes and dislikes, and how to better serve their needs.
No matter the industry, people are going to interact with and research your business on their mobile devices. So why not take advantage of that pre-established connection?
Understanding your target consumers is the secret behind successful product and concept development, brand awareness and engagement, ad testing, and identifying market trends. And surveys conducted via mobile devices not only receive more responses than other methods, but they also receive them more quickly and at a lower cost.
Don’t waste time and money on other options. Get the results you need by going mobile.
About the Author
With a focus on the mobile domain space, John Papadakis, co-founder and CEO of Pollfish, is passionate about platforms and businesses that scale. In line with John’s expertise and passions, Pollfish is an online survey tool utilized by both small and high-profile clients to transform intelligence with the most accurate, cost-effective, and rapid survey completion times.
Read original posting here: https://www.startups.co/articles/maximize-your-success-rate-with-mobile-market-research
Great advice in this video update from Robert Lederer and the Research Business Daily Report (RBDR) daily video news. FlexMR Insight Manager Louisa Thistlethwaite makes the argument that mobile research should no longer be directly aligned with online research. Couldn't agree more.
View the video here
Check out the blog from FlexMR here
And check out their free webinar here
Interesting excerpt from GreenBookBlog.org By Patrick Comer, CEO Lucid
"If the current trend continues, then mobile interviews will exceed PC conversion in 2016 further disrupting survey platforms and research designs that aren’t mobile friendly. Ink has been spilt over the onslaught of mobile respondents and the total lack of preparation or even care that research agencies and survey designers have for the user experience. I remember a CASRO Tech in NYC when a researcher suggested that we should ‘keep mobile respondents’ out of surveys lest they mangle norms. All of this reminds me of the challenges political researchers face as the number of cell phone-only households grow. My hunch has been that while progress has been hard to see for a number of years, a lot of good work has been done in the background in 2015 to resolve this problem. When I looked at the data, I found that mobile conversions are close to reaching parity with PC conversions. 2016 is the tipping point.
The suggested improvements to be mobile-friendly break down into a few key areas:
How well have buyers and sellers improved the mobile user experience and by what method can we judge the change? We pulled the past two years of data from the Fulcrum Exchange* looking for the difference between the conversion rates of mobile and non-mobile respondents. You’ll see incremental improvements began to accelerate during the second half of 2015.
* all data comes from the Fulcrum Exchange from January 2014 to January 2016 including almost 30 million interviews over 24 months and used by over 200 buyers and 300 suppliers across 80 countries.
Over the past two years, we saw an increase in the total number of interviews (2.6x overall growth). In that same time frame, the number of interviews from mobile respondents grew by almost 700%.
Not only are the number of mobile completes growing but more mobile survey takers are showing up. In early 2014, 13% of all survey sessions coming were from a mobile device. By the end of 2015, this number had increased to 23%.
More importantly, the % of all completes that are taken on a mobile device has risen by 2.5x over the 24 months period reaching 20% of all surveys on the platform. Many will say that that only 23% mobile entrants is low compared to other platforms. My guess is that panel companies over-index historically to PC users given that most surveys wouldn’t render on the mobile device. Is this a learned response?"
In early 2014, PC users were 76% more likely to complete a survey than a mobile user. Now, we are reaching parity between the two. What’s important is that overall conversion rates in Fulcrum have doubled in the past 24 months… so it’s a tripling of mobile conversion rates in the same time frame. The improvement was even more dramatic over the course of 2015 alone.
Length of interview (LOI) is getting shorter not longer for the first time in forever. We looked at the number of surveys under certain LOIs: less than five minutes, less than 10 minutes, and less than 20 minutes. Across the board we see shorter LOIs, but the largest growth area was in the “<5 min” from 2% to 7% of all surveys.
The volume of mobile respondents in surveys is rapidly increasing. Half of all surveys in January 2014 had ZERO mobile responses compared to only 20% now.
So what’s going on here? Why are mobile conversion rates improving?"
Click here to read Patrick Comer's full article on greenbookblog.org
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