Online Mobile Dashboards: Market Research in the Mobile World
The times they Are a changing ‘. Little known fact: Bob Dylan sang about market research. Market research is changing and smart companies are seizing the opportunity to use smartphones to collect data in a timely and efficient manner. There are two options when conducting market research in the mobile world: in-app surveys and mobile-optimized surveys found on a web page and accessed from a smartphone. According to eMarketer, the average adult spends 131 minutes a day accessing content through a mobile app, but only 26 minutes using their phone to connect to the Internet. Read on for more reasons why online mobile panels are the future of market research.
Panel research, a method of repeatedly collecting data from a previously recruited set of people, is extremely important in the world of market research. These individuals generally provide demographic, household, and behavioral data, which may facilitate future studies. Technology, mainly the Internet, has transformed the panel research methodology due to the ease with which we can access a greater number of respondents. Dashboard research offers many benefits for businesses, including: faster response times, higher participation rates, and cost savings. Quantitative data can provide companies with information on the prices, effectiveness and sales projection of their products or brand.
QUALITY: The quality of your data is important. According to a report from comScore, the average American adult spends 2 hours and 51 minutes on their smartphone every day. By using online mobile dashboards, you can get reliable data, as it is in real time, while the information is fresh in the mind of the respondent. They can also use their mobile devices to take photos and videos that allow you to collect the exact information you are looking for.
RESPONSE RATE: As we have mentioned, everyone is glued to their mobile phones. Mobile online dashboards have a churn rate of less than 25% because you can access respondents anytime, anywhere, making it easy for them to take the survey. With the mobile device, you can send push notifications to your dashboard that a survey is available for them, then follow-up reminder emails. Studies have found that survey notifications increase response rates by 4 to 29 percentage points, and reminder emails have been shown to increase response rates by 3 to 8 points.
FOLLOW-UP SURVEYS: Follow-up surveys are a great way to gain insight into purchasing behavior, brand sentiment, product awareness, and customer satisfaction. Follow-up studies require ongoing interactions with respondents and getting their feedback over a period of time. In older survey research, using landline or focus group surveys, it was difficult to get accurate data because it relied on the respondent’s memory. With online mobile dashboards, you can get real-time responses and continuous feedback.