Research in a mobile world

1. Augment traditional survey questionnaires with photos and locations to enrich data and drive new insights
2. Greater mobility means a higher likelihood that respondents will have the ability to take a survey anytime, anywhere
3. Time & location stamps give higher confidence that data was entered where and when it was supposed to/reported to be
4. Real-time data allows for compliance monitoring
5. Eliminate the problem of recall

Scenarios which can benefit significantly from a mobile survey system include:

·         Detailed Category Interaction (diary studies)– EG. Snacking/Eating:

o   Where and when did you eat? Why did you choose what you did? What options were available? How did you feel? Show us what you bought/made?

·         Consumption/Usage that happens anywhere, or where location affects choice:

o   FMCG, or disposable consumer goods

o   Tobacco & Alcohol (typically done in academic or social research settings)

o   Diapers

·         Understanding a day/week/month in the life of a respondent segment:

o   GPS capture for significant insight in to patterns

·         Shopping/Retail:

o   Exercises to create outfits, or understand how segments choose where to buy different articles of clothes

o   Pseudo-mystery shopping (audit retail vendor knowledge or Sales Rep attention to customer)

·         Medical:

o   Physician Drug rep encounters

o   Prescription/consumption and results of regulated products

·         Exploratory & Innovation. Perhaps most valuable for dynamic, important or changing segments:

o   New parents, Brand Mavens, Primary Grocery Shoppers, Baby Boomers

·         Advertising and Media Exposure:

o   Where & when did you see advertising? Show us the ad. How did it affect you?

·         Mobile populations, or users of a product or service that by definition is mobile:

o   Frequent fliers / Airline V.I.P.’s

o   Commuters /Heavy Transit Users

o   Sales/Service Reps