Stay On The Cutting Edge and Be A Leader In Your Field With Offline Multimedia Survey Integration

People have been discovering ways to take advantage of recording tools to capture multimedia in a survey for later review. As SurveyPocket has evolved, we understand the importance of multimedia incorporation in market research. SurveyPocket has gone beyond existing traditional survey administration. Not only does the application run on your mobile device; it also allows for surveys to be administered while there is no internet connection.

So, of course, keeping with our trend of ingenuity, we now offer offline capabilities to record multimedia. Recording Audio, Photos, and Video is now flawlessly integrated in SurveyPocket.

What are the benefits for a surveyor you ask? For one, it has been proven that the combination of audio and visual stimulus increases retention. Also, electronic recording requires little attention during the interview, as there are no tapes to change, no additional equipment to set up and no distraction during the interview.  Feedback from respondents and interviewers indicates that most people forget about digital recording when the microphone is internal, once the interview gets underway.

Once a survey has been administered, the survey answers can later be reviewed; pausing to understand the question or pause at unnatural places while inventing an answer. Some key metrics to look at when considering using multimedia in your survey include:

  • Diary keeping keeping: More effective than traditional paper and pencil
  • Time critical applications:  Quick feedback on time sensitive issues (e.g. for audience research)
  • Proliferation of channels mean the consumers have a huge range of ways in which they can “touch” a brand
  • Need to get a good understanding of which channels and which messages are most effective
  • Need to capture the full range of ways in which consumers come into contact with a brand
  • Need to get the information quickly and efficiently so can change direction if necessary – rather than relying on recall often well after the event on recall often well after the event

Brand exposure: 

  • Which brand / where / take picture

Brand perception:

  • Relationship with brand as if it were a person
  • Whether contact with brand changed perception
  • Data tracked in real time to see impact of messages tracked in real time

Give the SurveyPocket application a try and enjoy the intuitive, highly revolutionary application that is advancing the way market research is executed! 

What’s YOUR Mobile Marketing Strategy – Here are 6 Great Ideas

In a recent post on the AMEX Open Forum, Ivana Taylor provides 6 Ways to Get and Keep Customers Using Your Mobile Device.

Here is a quick summary of her tips:

  1. Generate a 2-dimensional QR code and engage your customers and contacts with coupons or incentives.
  2. Get Paid.  There are apps for that.  I use a PayPal app on my Android device that does the trick nicely.
  3. Run Surveys – Ask a Panel.  Surveys can be FUN !  Why not run your next survey using SurveySwipe mobile survey platform.  It’s super easy.  You can ask an existing panel to answer questions OR you can upload your customer list and create your own panel.
  4. Customer Service.  Most CRM systems like have customer service apps that will allow you to help your customers on site.  You can also create an app just for your customers and deliver service on the fly.
  5. Education and Training.  YouTube is mobile – why not deliver demonstrations, training and education via mobile phone?
  6. Advertising.  This one is obvious, but can get overwhelming because there are so many options.  Use text messaging with Fanminder, offer alerts so that your customers can receive specials and offers straight to their device.

Ten Ways the iPad Will Radically Change Market Research

Less than a year since its introduction, millions of iPads have been sold. It already appears to be cannibalizing sales of low-end laptops and is set to bypass sales of netbooks. And there is a lot more to come… availability of  the iPad 2, a variety of Android based tablets from other manufacturers, and who knows what else. This is just the beginning of the Tablet Age.

Ok, so we’ve heard all this before, about how tablet computers are going to shake up market research. But there has never been a product quite like the iPad. It’s affordability, ease of use, long battery life, scalability, and sheer beauty are truly revolutionary.

So what does this mean for market research? Here are my guesses.

1. Personal Interviewing Reinvented

There will be a resurgence in face-to-face interviewing in homes, stores, malls, workplaces and anywhere else where we can go to the consumer rather than have her come to us. This type of interviewing has been on the decline because the tools are costly, slow, and antiquated (paper questionnaires, data entry, tab specs, report time). And, let’s say it, personal offline surveys have not exactly been seen as the sexy side of market research in recent years. With the iPad as a virtual clipboard, the process gets out of the way of the interview.  The device takes care of questionnaire navigation, data entry and real-time results, in living color.

2. Increased Respondent Co-operation

Connected to this, the iPad has the potential to more fully engage the respondent. Just imagine, a face-to-face interview with an intercepted respondent who has NOT opted into a panel with the expectation of being paid! There have been reports of much higher respondent willingness to participate once they see that the interview will be conducted on an iPad rather than the ubiquitous clipboard. Of course, the initial novelty may wear off. But I have to believe the interviewing experience using a tablet like the iPad will beat the paper questionnaire every time.

3. Multimedia Interviews

The iPad will change the personal interview into a multimedia event. Questions flow smoothly, not only as text but also as beautiful graphical images. The interviewer can show the respondent a video of a new ad, or some fully realized concept boards or illustrations of alternative packages. No need to carry these materials separately – they are embedded in the program, along with the rotation and skip patterns. And if the stimuli need modification, or copy rewritten, or a question added, this can be done in real-time from a remote location.

4. Responses Beyond Text

But this works both ways. In addition to gathering responses by having the interviewer or respondent herself touch the appropriate boxes, the device can also be programmed to record simultaneous audio to pick up open-ends in the respondent’s own voice, with her tone and emphasis, and time-code these as open-ends. Add to this, the ability to transcribe this audio and use sophisticated coding software AND “professional listeners” (who might very well be those data entry people you laid off), and voila!

5. DIY Market Research

Of course, this will also make it much easier for small businesses to do their own market research. DIY market research is destined to grow when more survey apps are developed for both the iPad and Android platforms. At first, these will be fairly generic, on-size-fits-all apps that can be easily molded to the subject at hand. But soon, there will be apps that are customized for surveys for specific businesses, with simple templates for restaurants, retail stores, doctors’ offices, hairdressers, etc. – the kind of businesses that had been priced out of access to market research in the past.

6. Embedded Market Research

With the iPad, market research can become part of the overall customer experience. Think of a restaurant of the future. The menu is now in the form of an iPad like tablet. I can browse the different selections, see photographs of today’s dishes, their nutritional information and ingredients, even customer reviews. I can order from the pad, and when my meal is over, I can rate what I have eaten and the service. If I want to, I can enter my responses as additional comments, in text or audibly.  This can be done while I am paying my bill, also on the tablet… and all this in less time than I used to spend waiting for my credit card to be processed. You’ve enhanced my experience, reduced communication errors between front-of-house and the kitchen, and done a little market research without adding cost beyond the initial set-up.

7. Online Qualitative

But what about online qualitative? Here the iPad will have a huge impact. Currently the online qual video options are somewhat clumsy and fraught with risk, especially if there are technical failures in real-time. The respondent needs to pretest the equipment and connection, and may need to install a web cam expressly for the purpose of the interview. The iPad will change all this with the future introduction of face-to-face video conferencing – currently available on the iPhone4 and new iPod Touch. A few years from now, easy video conferencing will be standard on all smart phones and tablets. It will be as natural as the telephone is today. And we are not just talking about talking heads here. Screenshots and screen sharing will also be common, opening up all kinds of possibilities for real-time mobile market research.

8. Expanding Online Samples

Before I get tangled in the weeds, I need to make a point about how the iPad and tablets in general will bring many of the non-techie online stragglers into the market. I did a small study among seniors, and found them to be very excited about the iPad and eager to own one. (Though many of them ARE waiting until they are sure “the bugs are out’). This is a device that appeals to both the tech-savvy and the tech-challenged. It requires little knowledge of computing beyond point & click – or swipe & touch. What could be more appropriate for market research surveys? We may finally be able to expand online reach to include a representative sample of over-55 year olds.

9. The Decline of the Web and Web Research

Another big point needs to be made here. Changes in the use of the Web itself are inevitably going to have an affect on the market research industry… and those changes are being brought about by revolutionary devices like the iPad. Many people may not realize that use of the Web is on the decline and is likely to continue to decline. I’m not talking about Internet use here – that is growing both in number of hours online and the percentage of our day. But the Web is only one part of the Internet. It is the part you need a browser to access. With the iPad and smart phones, people will increasingly use apps rather than go to web sites via a browser. When they are not using apps, they will be using email, streaming Netflix, and eventually live tv. What does this mean for market research? Well, one possibility is that the demand for web usability studies may decline along with use of the web. And since apps are so much more focused, static and constantly reviewed by users in app stores, chances are there will be less interest in doing market research on new apps… especially when the app developer is a high school kid with no budget.

10. Changes in Shopping Patterns

Less web, less browers, less browsing? There are already apps from the leading retailers, ebay, craigslist, etc. It will be interesting to see how the shift from website shopping to app-based shopping will change shopping patterns and decision making. Will shopping be more focused, less comparative? Chances are the iPad shopper will modify her behavior in some ways – but we have yet to understand how.

Well, these are my first thoughts on the subject. Obviously I’ve guessed about what is to come and may have missed a lot. What about you? How do you see tablet computers like the iPad changing market research in the future?

About the Author:

Frankie Johnson is the Owner and Principle of Research Arts. She has been involved in market research, both as a client and a practitioner, for over 35 years.  Her experience ranges from conducting thousands of focus groups, training successful moderators, and implementing face-to-face techniques as well as online research tools to to the overall research strategy.

Frankie is also an emeritus member of AMA and founding member of QRCA and is a SurveyPocket certified consultant.


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