Tag Archives: mobile research

Mobile Customer Engagement

Engagement. That’s what it’s all about, whether you’re talking about clients, customers, citizens or students, one of the greatest uses of technology is getting people to interact with you in terms of research, opinions, suggestions, or ideas. The GlobalPark 2010 survey predicted that when it came to mobile research self-completion using mobile devices would be the fastest growing methodology in 2011 (the only time that they’ve predicted anything other than the web since 2004).

Which is why IdeaScale has the mobile offering and it’s also why Ipsos is talking about IdeaScale:

 “The Ideascale mobile app adds more depth and color to customer feedback. Ideascale can host an ideation module within the community, creating a powerful dialogue with customers. Ideascale also facilitates real ‘point-in-time’ research. Using the app we can trigger location-based surveys to panel members within the hour, and get insightful and timely results back within 24-48 hours. This helps client get immediate feedback on specific events and happenings – we like to think of it as a ‘flash mob’ survey.”

Back in 2006, Gartner Research released a comprehensive report about “Customer Satisfaction Management” that said not only are customer thoughts that are gathered at the point of experience 40% more accurate than customer feedback that’s gathered 24 hours later, but response rates can also increase by as much as 12%.

If you’re interested in learning more about mobile application surveying and how companies are capturing the voice of the customer at the point of experience, Ipsos is offering a one-hour webinar on Tuesday, January 24th at 10:30 a.m. PST. You can register here.

What do you think about the future of mobile research? What are your stories about reaching the customer at the point of experience?

Mobile Research and the Socially Awkward

Speaking as someone who has often fiddled with my phone while waiting at bus stops in order to avoid talking to the very nice survey canvasser eyeing me, I was particularly interested in reading this report from Pew Internet Research. The survey reports (among other things) that more than half of all American mobile users are accessing their phone to get information that they need that very moment, but they are also using their phones to avoid contact with their fellow humans. The report summarizes:

“13% of cell owners pretended to be using their phone in order to avoid interacting with the people around them.”

It’s true that due to my extreme in-person social awkwardness, I have definitely taken advantage of this quality of cell use. A sad, but honest admission. But in thinking about what I’m doing when I’m avoiding the kindly market researcher, I realized that a lot of the time, I’m still delivering feedback on my phone or iPad. This report made me realize that not only does mobile research offer a number of advantages including site-specific feedback, instant receipt of pictures and videos for qualitative information, and (according to another report) survey data that is “statistically comparable to online survey data,” it is also another way to get rich information from the sometimes painfully shy. While I’m avoiding eye contact in the field, I am clicking away on my phone to tell you exactly how much my last online purchase rocked my world.

That’s why it’s so important to be able to collect real-time mobile feedback. Ideascale offers the iPhone feedback widget which has been used by businesses like OpenMaps and OneBusAway. More and more people are used to delivering feedback in this interface, so it’s nice to see that mobile research is reaching its tipping point. And according to Gongos Research, “smartphone-based surveys also offer the potential for researchers to reach segments of the population not as inclined to complete online surveys, such as non-acculturated Hispanics and ‘digital natives.’”

Who else can you reach with the mobile phone? What other advantages does mobile research provide? What other uses do you expect people will regularly put their phone to?