Composition of Effective Marketing Research Apps

Isn’t this what every researcher wants to know – The composition of effective marketing apps? Of course, now that the gift of technology provides us with every way possible in making time consuming, traditional methods into timely and unconventional ones, effectivity becomes the deal breaker.

One of the most competitive marketing research apps providers is Civicom. It has taken most of the needs of the researcher and the respondent into consideration and has made very convenient apps as a result.

As a researcher, they need to keep track of respondents. Their responses to the inquiries via recordings or sent messages have to be kept and stored as they formulate theories, solutions or come up with new ideas. Not only should they have easy access to it, but it should be easily organized.

As a respondent, in order for you to participate, you need convenience. You need the resource in order to respond instantaneously. On top of that, you need choices, choices of how you can reply to what is asked of you. The most popular way people interact nowadays is through their smart phones.

Companies have created apps available to anyone with a cellphone, of course the app is applicable to smart phones – both Android and iPhones. Researchers just need to post their queries for respondents to answer in through their phones.

To answer, they can record their thoughts, impressions or opinions in an audio diary as they go about their daily activities. To begin recording they simply need to press a button. In the same way they can upload videos, messages, documents or images helpful in the research. Each respondent’s recordings or interaction with the app are stored in their profiles according to the dates and times of postings. Each profile allows the researcher to tag keywords, highlight important ideas as they collect more and more data on a day to day basis.

When respondents reply, they can do it at any time of the day, for as many times as they wish without the need for the researcher’s participation. This software is so easy to use it is available to anyone with a mobile phone or land line. If the more people need to view the data collected, the researcher can easily invite others to view them online or form their smart phones.
Most of the features in this app is user-friendly and accessible enough for most people. Although that has been said, companies still has their technical support group ready to assist anyone, from anywhere with whatever technical issue they encounter with their mobile app – again with just the dialing of their number. The company has proactively focused on the convenience of both sides, to enhance effectivity and productivity.


Civicom Marketing Research Services Speaks at Merlien’s MRMW Event in Cincinnati

Insitu at Marketing Research in the Mobile World

Greenwich, CT USA, July 10, 2011. Marketing Research Services Global Leader Civicom will speak at Merlien’s Market Research in the Mobile World in Cincinnati July 18th – 19th to show support to the marketing research industry in embracing the emergence of more sophisticated and advanced mobile marketing research technology.

Picture this – a consumer enters a supermarket and goes to the aisle where your product is located.  The person takes your product and puts it on the push cart then proceeds to buying other goods.  Five minutes later, the consumer is back in the same aisle and returns your product in the shelf.  Worse, the consumer chooses a higher priced competitive product for no apparent reason.  You might think that this person is crazy but that is another story.  But without a crystal ball, don’t you wish you could know what transpired during those crucial five minutes where you lost the sale?  Now you can find out this information with Civicom InSitu® Mobile Research.

Civicom InSitu® Mobile Researchgives marketing researchers the ability to get actionable insights into real world consumer behavior through respondents using mobile devices, smart phones, and even traditional land lines. Civicom also offers an iPad and iPhone App for mobile research.

Civicom believes in creating practical innovative technology solutions to make it possible for marketing researchers to reach a broader respondent base, as well as the opportunity to reach every person with a phone. The resulting insights are greatly valued as an integral part of the bigger picture of marketing research: reaching the right target market and sending the right message.

Mobile qualitative research brings about results from truly richer data derived from unadulterated insights in the moment.  As pioneers in providing practical mobile research solutions to the marketing research community, and advocates of this innovative methodology, Civicom supports MRMW in promoting breakthrough applications for mobile phones, as well as in building a community of shared mobile insights among researchers, developers, and service providers.

Civicom also plays an active role as one of the founding members of the MMRA Global (Mobile Marketing Research Association).   Civicom will attend the second MMRA General Assembly the day following the MRMW Conference, at the same location in Cincinnati.

Rebecca West, Civicom’s Global VP of Marketing Research Services, is presenting a compelling mobile research case study entitled: Lather, Rinse, Repeat: Getting Into the Shower and Other Private Places with Mobile Qualitative.  In her presentation, Rebecca will discuss how mobile qualitative takes researchers to places that have been unimaginable in the past.  Mobile qualitative lets research get closer to the moment in situations or scenarios deemed very intimate or private by the consumer.  With mobile qualitative, taboo topics can be openly discussed in an intimate monologue where a respondent can stay anonymous and attuned to his or her own thoughts.

More importantly, Rebecca will show how mobile qualitative research such as Civicom InSitu® Mobile Research can allow you to be there where consumers formulate important thoughts and perceptions that are truly rich insights in the moment. 

Why Mobile Research is Effective for Doing a Eating Habit Study

Eating HabitsMobile research has successfully demonstrated its advantages over traditional types of research, particularly in mobile qualitative research.  In these modern times, participants are more likely to “share” information by way of the SMS, photos, videos or audio-recording.  In addition, mobile research is low-cost and as such, marketing researchers have recognized that mobile qualitative research allows them to get closer to their consumer’s lives without the additional costs of traveling and hiring a team of surveyors or researchers, when a few moderators would do, particularly when researching in several locations at the same time.

Mobile research may be particularly useful when doing an eating habit study.  By the nature of mobile phones, they are handy and small, most are equipped with cameras and additional functions like video-recording, and people also carry them everywhere with them. It is easier for people to take photos of what they’re eating, or which products they are using to make breakfast, which soda they prefer, the brands of snacks they are likely to consume while watching television, and so on.

Because it is convenient and easy, participants are more likely to comply when it comes to delivering reports.  People enjoy using their mobile phones and they are comfortable using them as they are now part of their lifestyle.  A simple click of the camera phone and one can send a photo of the products consumed in real time– thereby capturing consumer behaviour instantly.  It is like sitting at the same table with the consumers, having a meal with them, without requiring the facilitator to be physically present.

The real-time characteristic of mobile research also gives key insight to researchers, because it shows how participants react to stimuli, perhaps commercials they see on TV, or physical advertisements at shopping malls or events.  An added benefit is that no time is lost between the actual consumption and the time spent recalling the products consumed than when a participant has to log what was eaten after the activity.  One can simply input a quick text message or take a photo and send it to the researchers.  This type of research may be extended as long as a week or a month, and done 24/7, and still the cost incurred will not amount to much, compared to doing traditional studies.  Therefore, this type of study may be able to provide insights into the effectivity of marketing communications strategies and conclude well with the rich data that mobile research provides.

By marketingresearchservices Posted in Insitu

Mobile Qualitative Research Gets Data in the Moment

Civicom Insitu Mobile ResearchIt has proven time and time again that mobile research has opened up areas which weren’t possible before the mobile evolution. Mobile phone technology has evolved so much in the past years that it is now common to see people using video-enabled mobile devices. With this new technology, mobile researchers can now have direct access to the lives of consumers more than ever before, whenever and wherever they are—whether they are traveling, working in the office, dining at a restaurant, or shopping at the mall. Research participants can use their mobile phones to send in their responses or provide feedback during the event or consumer experience, enabling the researchers to acquire in-depth and relevant data which is also time-sensitive, which was not possible before the era of mobile qualitative research.

This is what is important to businesses nowadays—getting closer to their consumers , and getting to know them better to make more accurate business decisions and introduce new innovations to the consumer experience.

Mobile qualitative research is also a cost-effective research tool for today’s marketers. Researchers are able to expand their range, and the locations of the participants are no object. That is, participants may be from a local area, may be selected nationally, or even internationally, and as long as participants own a mobile phone, it will not be necessary for clients to travel and devote more time to the research activity than needed. Another advantage is, feedback and data collected via mobile qualitative research is transmitted faster, either through the mobile devices or online, and since the logistics of the research activity requires mobile phones, the research is much easier to set up than the traditional offline, non-mobile qualitative research. Furthermore, the researchers are able to immerse themselves into the lives of consumers and follow the participants effectively, 24/7, at virtually no cost.

The interactivity feature of mobile qualitative research also gives the researchers an opportunity to send instructions to participants or interview participants during the actual consumer activity. Mobile qualitative research makes it convenient for participants to respond and send their feedback at the exact moment of the consumer experience.

It is also possible through mobile qualitative research, to conduct followup research. Participants may be given homework assignments after focus group discussions or in-depth interviews. Through this, the participants may share additional insights about their consumer behavior, yielding more comprehensive data for the researchers to analyze.