Using Mobile Market Research

Amplitude Research can administer mobile surveys as part of our more typical online consumer studies that rely on devices such as laptop and desktop computers, or rely on non-online methods such as telephone interviewing or mailing. This allows us to expand our market research studies to include the growing number of respondents who elect to take online surveys exclusively through a mobile device and would not otherwise participate using traditional online survey methods.

Enhancing a study to include mobile survey participants can often help in reaching certain types of demographics including young males and U.S. Hispanics who often initiate panel enrollment in consumer market research using mobile devices. In some cases, respondents may also provide more robust survey responses using a mobile device, even if the questionnaire includes open-ended comment fields or is longer in length. Expanding participation to include surveys on mobile phones and other devices can also sometimes result in more representative sample depending on the target audience and nature of the product or service - - although not yet with the same sense of importance of supplementing landline telephone interviewing with cell phone numbers. Over time, however, there will be a growing number of respondents who elect to take online surveys exclusively through a mobile device and would not otherwise participate using traditional online survey methods.

From mobile-only surveys to a mix of mobile and online sample methods, we can define in advance the ratio of sample and balance the survey starts or completes accordingly. Most importantly, we can continue to provide our full-scale programming and survey hosting services, using the same advanced technologies, formats, and survey administration services as our more typical online surveys including skip logic and comment fields. This means that the same underlying market research methodology can be used across all participant platforms instead of a mixed mode such as telephone plus online. We can even monitor the results in real-time just like a more traditional online survey and tag in our database which respondent was a mobile survey participant.

From a programming and administration perspective, there is no added cost for our clients using mobile market research given that we can use the same survey design and questionnaire format for both mobile and non-mobile devices. Sample would be obtained via email invitations, which could include location-based identification.

Location-based mobile market research can be a less expensive option than using in-person field research or mystery shopping. Also, actual customers participate in the survey instead of paid personnel in the case of mystery shoppers or professional interviewers conducting field research.

Geo targeting is the concept of reaching participants online at a pre-defined geographic location. In the past, radius targeting might have been used to target survey participants based on countries, states, major cities, and even zip codes. Now, through the use of Google Maps and other software applications, what used to be radius targeting can be done based on edges of buildings - - often referred to as a Geo "fence". Then, at the start of the survey, a verification question can be used to confirm the respondent is at that location and/or has engaged in a particular customer experience.

Of course, this kind of project requires enough traffic among mobile panelists i.e., consumers who have signed up to participate in mobile market research. Currently, we have access to approximately 500,000 panelists, which would work well in surveys for store chains nationwide or regionally, chains of convenience stores, movie theater chains, business travelers at airports, road travelers, transit system users, and other similar situations involving large numbers of consumers or smaller numbers over extended time periods. Surveys can be timed to take place during the location visit, immediately following the visit, or after a longer waiting period.

As mobile device use continues to climb, so does the importance of providing our survey participants with survey taking methods that best fit their lifestyles. Mobile phone surveys are engaging, convenient, and open the door to a host of advanced technologies such as location-based marketing and innovative survey programming. This cost-effective survey method can enhance response quality in general and can also be an excellent choice for conducting mobile market research at targeted locations.

Marc Tillman is a Senior Researcher at Amplitude Research, Inc., a full-service online survey company headquartered in Boca Raton, Florida.