Do you remember when we used our mobile phones exclusively for actually speaking with other people? It may be difficult to remember, but I promise there once was a time in the not-too-distant past when that ubiquitous device we carry with us was not used for messaging, mapping, Tweeting, Snapping, shopping, posting, watching, gaming, or the other multitudes of tasks we now use our devices for. The utility and functionality of our mobile devices and the underlying ecosystem of mobile networks, apps and other services has dramatically increased the value we derive from our “phones”.
One thing mobile has taught us beyond a doubt: consumers are in control. The information they need to make decisions is now at their fingertips. They are more loyal to their own needs than to any particular brand. And consumers want to move onto the ‘next thing’ seconds after engaging. Never has it been more difficult for marketers to target consumers. Mobile created and enables this behavior, but only one in five surveys is 100% mobile compatible today. To truly ‘meet them in the moment’ their survey “experience has to be fast and frictionless.”
Most of us know that the mobile phone industry is on a pretty serious surge of personal use. In fact, think of one person you know that does not have a mobile phone. Coming up short? This is precisely the reason why all marketing researchers should have a strong focus on mobile.
Over recent years technology has changed what the marketing research industry is as well as what it does. Because of this, agile research has become increasingly popular for researchers and clients who need on-demand data and broader insights. With the onset of technology and data analytics companies, we have found opportunities to couple third party data with panel survey results. Clients began asking us to make it easier to combine survey responses with other types of data to better understand their targets. Given we have more than 200 profile attributes stored for sampling and or appending, clients were eager for us to add second and third party marketing data that provided broader perspective. This has also allowed clients to shorten surveys and make them more engaging. The results have provided our clients deeper insights and better data quality.