Today I would like to share the key highlights on the trends in market research that were discussed in the frames of “Market Research in the Mobile World: Europe 2016” conference in London.
1.Mobile crowdsourcing research is booming: there are more and more business cases where mobile crowdsourcing platforms are used.
The beauty of mobile crowdsourcing research is linked with its high agility – the solution can be used at home (pre-shopping, ethnographies, product reviews), in store (price checks, retail audits, in-store photos, OOS, competitor analysis, mystery shopping) and out of store (typical applications used, ads awareness).
2. Mobile research allows to be closer to the moments of truth: mobile operators can help to build a consumer journey and daily diaries, including commuting patterns, digitality, affluence and lifestage.
Importantly also to keep in mind that consumers use mobile a lot while on traffic.
3. Consumer first approach should be also implemented in surveys: we should ask ourselves “what do our consumers want us to ask them?”.
4. Social Media possessing a lot of information about consumers is still quite close to a holistic analysis. Thus, Antedote study underlines that only 1-20% of posts are geotargeted and 70% of the content refers to dark media (closed content).
5. Internet of Things shows a strong potential for the market research. But there should be considered a fact that device and respondents in general use different types of logic.
6. Modern technologies can allow us to get more in-depth behavioral data that can help to address a high gap between real and claimed data.
Market researchers should continue to look for the ways on how to address the difference between real and claimed data. As, for instance, research shared by Beatgrid Media has shown that real TV exposure is 19% while claimed is 34%.
Another research conducted by Wakoopa has revealed that on average 64% of the respondent’s answers about their mobile behavior is wrong and 65% of the respondents who answered wrong overestimate their usage.
7. Share of experience is more predictive than share of voice. Share of experience can include: “me using/eating/drinking”, “peer observation” and “retailer advertising”.
It’s important to remember that according to research of Mesh Agency “positive experiences have three times the impact of a neutral experience on brand consideration”.