Change. It’s a concept that some professionals fear, while others embrace head on. It’s also inevitable, and in the marketing research space we must adapt to how consumer behavior and technology are forcing us to change the way we collect data from the modern respondent. First and foremost, they’re wanting to participate in research on mobile devices, but adapting survey research isn’t always easy or straightforward. We can’t ask a long list of questions we want answers to; we need to write questions that people want to answer. Gone are the data-entry centric, prescriptive question formats, and in are conversational question formats.
During the same sex marriage vote, we asked Australians about their voting intentions as well as surrounding feelings to the decision-making process. Not only was this an interesting comparison of the 'for' and 'against' camps, but the results of the survey matched the real voting outcome exactly, with 62% for and 38% against.
- Jamie Turner, 60SecondMarketer.com
How frequently do you use your smartphone or tablet throughout the day?
Every day, consumers are spending more and more time connected to their devices. This is where they live and this is where they work. As consumers increasingly live digitally with numerous connected devices, marketers have the opportunity to harness behavioral information in real time utilizing passive measurements. With use of mobile continually escalating world-wide, and in some markets surpassing desktop usage, there has never been a better time to program online surveys that are device agnostic, fully responsive and touchscreen optimized.
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.”
Mixed Results across APAC; Australians Opt for a Hug & Kiss
Before you stock up on flowers and chocolate, take note of what your significant other really wants this Valentine’s Day. Lightspeed GMI panelists across Asia Pacific revealed the majority of men want to forgo gift giving, instead opting for a hug and kiss. Results also revealed women in Singapore (34%) and Malaysia (31%) are hoping for a weekend getaway, while women in China (29%) and Hong Kong (21%) want jewelry.
For those not aware, video is here.
Social media sites have embraced the use of video as a main activity for their followers. Video is being used to explain (or give instructions), give opinions, share information or give updates. Video may soon become the new ‘texting’.
Mobile industry data sites are expecting the use of video to be the main usage of data over the next few years. It already has seen some growth, but the expectation is that it will soon eclipse anything else that we do on the smartphone.
Mobile diary panels consist of respondents documenting their behavior patterns in real time – they tell us what they eat, who they talk to, where they shop, what they buy and how many times. You can leverage these projects to assess brand loyalty, test product strategies and evaluate customer demographics.
To ensure your respondents are successfully logging accurate behaviors, the topic of your mobile diary project should be relevant to your respondents, not just your clients. More importantly, it should be simple and short. Eye-catching (i.e., fancy or pretty) question types make the survey interesting to look at, but when it is taken multiple times (in a diary study), it loses its luster. Keeping it simple and short (KISS) makes it easier for respondents to partake quickly.
Will voice technology have a major impact on the collection of data in marketing research?
Surveys are changing. Even with PCs and tablets available, respondents are choosing to complete surveys on their mobile devices. Open-ended questions are often reduced or eliminated as a way to shorten surveys for mobile compatibility; voice technology may enhance the survey experience on a mobile device by having the surveys read to you and enabling you to respond using your voice rather than typing on these small screen devices. Voice technology is quickly replacing both reading and typing on small screen mobile devices.
After an initial burst of interest in mobile ‘location’ services, the hubris died down a little. However, there has been renewed interest in location, once again, as technology has made some strides to catch up with the expectations of the marketing research industry.
Location is seen as a piece of the puzzle within the ‘Path-to-Purchase’ process to help understand how consumers react within the store and what might impact them at the point of sale. Simply, where do they finally make the purchase?