With each new communication channel, consumer behavior shifts. Once cellphones and desktop PCs being the primary communication channels in the past, consumers now live with their smartphones on wherever they are in. Consumers are 7/24 online, connected with their social network and have access to information more than ever, thanks to the smartphone technologies.
Considering market research is getting conducted to understand consumers and build better products/services for the sake of business growth, studies should be done in the most organic channel to connect with consumers.
First, market research has started with pen-and-paper surveys; since it was the easiest and the most organic way to connect with consumers. After that, CATI (telephone research) came in. Then, we have met with online research — where research firms were pushing new research surveys to consumers via their online channels, and notifying consumers via e-mail on new projects. However, these options are not as viable as they were in the past.
These are the changes in the consumer world. Consumers want relevancy with everything they are interacting with, and they want to engage when they want to engage — not the other way.
In the business world, the need for market research is more complicated, and traditional methodologies have a harder time meeting these needs. There are several changes in the market which makes these old methods deprecated.
On the other hand, mobile market research fixes the issues businesses face on their research processes and provides a better research methodology for businesses to generate better insights.
Mobile market research is a research methodology that connects businesses with consumers via smartphones. By connecting businesses with consumers directly, mobile market research allows businesses to collect insights from consumers and shoppers on their product usage, consumption behavior, shopping decisions, or in-store experience. Leveraging smartphone technologies, consumers/shoppers can be triggered according to their behavior, and answers can include rich multimedia (voice, pictures, videos), location and different types of answers.
On mobile market research platforms, businesses open their projects, consumers/shoppers attend to the projects via their smartphones, answers get validated via algorithms and data reviews, and businesses can see approved data in real-time rather than waiting for a couple of weeks.
Mobile market research allows companies to collect fast, validated, rich insights directly from consumers.
If you want to conduct mobile market research studies and learn more about how mobile market research works, go to www.twentify.com, and check our solutions and methodology. If you want to go further and learn more about the details, send us a message.