Mobile Research: Smarter Devices = Greater Opportunities

Companies are beginning to leverage mobile technology to gain meaningful research insights and find out what consumers think "in the moment."

It’s no secret that many of us live with a phone glued to one hand, perpetually texting, uploading photos, leaving voicemails, posting to Facebook and Twitter; it’s how we operate. It’s no wonder, then, that companies are beginning to leverage this technology to gain meaningful research insights. By using phones to collect instantaneous responses, businesses are learning what consumers think “in the moment,” in many cases giving them an edge over the competition.

Fact: more than 90% of Americans have mobile phones. Take advantage of it.

Mobile phones are everywhere. According to a 2010 industry survey, more than 91% of the total U.S. population uses mobile devices, making them a ubiquitous part of our everyday experience. That kind of exposure provides tremendous potential for research.

Chances are, the perfect respondent for your business has access to a device that can greatly simplify their participation in your research program. We say, use that! Make it easy for them to get involved and chances are, they will.

Timing is key. Mobile technology gives respondents an immediate outlet.

We all have those moments: lousy service, a compelling floor display, bad food, the perfect drink. Something triggers a thought, reaction, emotion, and a response quickly follows. The trouble is, over time, the accuracy or immediacy of the moment fades. Ask someone about poor service 6 months after a meal, they’re likely to have forgotten meaningful information; but give them an opportunity to tell you while their eating --via text, images, voice--and you’ll get invaluable input that can have a significant impact on business decisions.

Response may be remote, but human contact is still key.

Something that’s easy to overlook when engaging in remote research: personal connections are still critical. Mobile research can be incredibly useful. To succeed, participants need to feel they know the research team, that they have a connection with you, as well as a concrete stake in the program. It can start with a phone call, an in-person interview, or a series of electronic communications. Whatever the means, it’s important to establish a rapport up front; it pays dividends down the road by reassuring participants that their thoughts are important and their information isn’t simply disappearing into the ether once they hit “send.”

No method is a panacea. Remember to diversify.

Perhaps we say this too much. Maybe it just sounds cliché, but it’s the truth: no matter what type of research you plan to undertake, there is no such thing as a silver bullet. Every method has its place in the larger picture and should never be considered the be-all end-all. With mobile research, you get a unique opportunity to gather powerful data that would otherwise be time-consuming and costly to amass. Still, it won’t give you everything. Take time to understand what you need to know, and how mobile research fits in. Then, build a plan around your goals.

If you’d like to learn about StreetTalk, Doyle’s proprietary mobile research program, feel free to contact us any time. We’d love to help you explore how this method can help enhance your overall research efforts and provide insight for your business.

This content was provided by Doyle Research Associates, Inc. Visit their website at www.doyleresearch.com.

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