Marketing Research Innovation: Software and Apps

Marketing research tools have come a long way from the time it began. It is inevitable to see many changes over the years as the world advances in everything – especially technology.

Marketing Research Innovation Software and Apps

In marketing research, both quantitative and qualitative aspects have used different tools in gathering information and continue to do so but with newly innovated tools – Tools that take the traditional practices and incorporate them into our modern society.


Surveys used to be paper-based. With the internet, paper-based surveys were upgraded to online surveys. Recently, with the aim of marketing research to tap into the mobile networks, micro-surveys have been a new alternative – one to three questions at a time, strategically embedded in apps to pop up and gain specific, useful and direct responses at specific times.


Focus groups only had the option to meet face to face back in the day. Now, there are online focus groups, online bulletins and more comfortable settings as everyone can meet right from the comforts of their choice of space – home, office, or others.


In depth interviews that used to be conducted face to face or on the phone can now be done through the internet. Previously, marketing researchers took advantage of messenger apps like Skype, Yahoo, MSN to conduct interviews and some still do today. It is still much more convenient than the regular meet-and-greet sessions.


Taking marketing research tools a step further, marketing research solutions providers have created apps that both respondents and researchers can download onto their smartphones. This enables them to take all that was mentioned above to the next level. It makes everything available at their fingertips.


The apps on the smartphones are just as powerful as the one on the laptops or notebooks. Uploading videos, recordings and images is easier since the app can be placed in the phone. IDIs can be done anywhere at the respondent’s most convenient time and place. Online focus groups can also be done on the mobile phone and gather equally useful information as when done through a personal computer or in person.


When information was collected manually and with different tools like a digital camera, or a voice recorder, then printed or copied and shipped off to an address or dropped off at an office, you could say that it was very inconvenient.  But with cameras and recorders built into many phones, it is now a piece of cake to do those tasks.


As marketing research becomes more and more a necessity for any business, small or large, and as we grow deeper into the modern age, it is only right to expect more applications and software to be created to further marketing research in the aims of the companies that make great use of it.

How the Internet Helps Focus Groups for Marketing Research

Customarily, marketing research methods were done with a lot of physical involvement. It consisted of a lot of traveling and face-to-faces meetings. This was not just on the side of the researcher, but also on the side of the respondent. One of the tools for marketing research is organizing a focus group and only until not so recently have market researchers incorporated the power of the internet connection into their methods.

How the Internet Helps Focus Groups for Marketing Research

Focus groups are made of members who share similar tasks at given times. In the duration of the research project, they are committed to a regular meet-up in order to discuss a variety of topics about a specific topic, product, idea or method of service. Most times a focus group is created to provide feedback about products that are about to or have just been released to the public.  Imagine how one day in the week of going through the hassle of going out of the way to meet each week in a venue that may not be the most convenient place for everyone at a time that only MOST but NOT all can regularly attend. Well, thanks the internet, focus groups are no longer as difficult as it was nor is it as bothersome for both the facilitator and the participants.

One of the greatest gifts of the internet to marketing research is how much it has cut its research expenses; many online apps are FREE! Nowadays, focus groups can be done online through conference calls, individual calls or video/voice chatting. Most researchers feel that applications like Skype and are applications sufficient enough to be utilized as the medium of keeping in touch with the members of the group and since they are used worldwide, most people have a chat ID for Skype,, tango or the like.

No discouragement there. They are the most used apps these days, business or not, but of course marketing research companies have also created their own apps for conducting focus groups with a lot of tools added to the chat rooms. They have incorporated the video conferencing with the tools to do file sharing, show presentations and visuals that allow the researcher to make visual notes or explanations for the entire focus group to see. It also provides links to their online bulletin for continued discussions outside their scheduled meetings. The best thing is that they are flexible enough to be downloaded on Apple, Android phones and MS and MAC PCs.

Civicom sponsors Merlien’s Market Research in the Mobile World Global Conferences

Marketing Research Services global provider Civicom, has re-affirmed their support as Gold Sponsors for Merlien’s MRMW Global Conferences


May 21, 2013 – Market Research in the Mobile World ( is a leading Global Conference Series focusing exclusively on mobile marketing research. Trusted by over 1500 visitors worldwide, MRMW is the premier event bringing you the real trends, new exciting speakers and surprising insight. The event series is held annually in three continents in Asia-Pacific, Europe and North America.

“Civicom has been a great partner for MRMW and we are very excited to continue our great relationship in 2013. Rebecca West and her team continue to push the envelope for marketing research and have completed some impressive mobile projects,” said Jens Cornelissen, Merlien’s MD for Europe and North America.

Rebecca West, the VP Marketing Research Service of Civicom will be speaking at the conference. “We are looking forward sharing a successful case study, using live examples from several countries, that shows how it is possible to conduct mobile qualitative research in almost any of 96 countries, and turn the obtained insight into business opportunities”, says West.

The MRMW North America edition will take place July 16-18 in Minneapolis, USA. For this year’s event, we will take a close look at how mobile has and is changing overall research design and how new stakeholders like mobile operators and large internet companies are becoming part of the ecosystem.

Join us in Minneapolis this summer and hear Top Fortune 500 companies and leading industry experts from MIT, Walmart, Supervalu, 3M, UnitedHealth Group, General Mills, P&G, Sprint discuss the challenges and opportunities of mobile marketing research for their businesses. Network with leading innovators from Kantar, uSamp, Civicom, Google, Research Now, Toluna , SSI and discuss how their ground-breaking mobile technologies can help translate customer data into actionable strategies.

To secure your seat at this event, please visit:

About Civicom

Civicom Marketing Research is a global innovator when it comes to qualitative research tools using the latest technology solutions for marketing research. The company works hand in hand with market research firms, facilitating telephone and web-based IDIs and Focus Groups that enable projects to have extensive, global reach.

For further information, please visit

About Merlien Institute
Merlien Institute is a leading events and publishing company with a mission to efficiently respond to the information and networking needs of insight, marketing research and innovation professionals. It is committed to broadening the exchange of best practices through a multitude of information generation and networking channels including small and large scale events, exhibitions and powerful publishing channels.

For further information, please visit us at