Kantar's Profiles Blog

Go Mobile!

Posted by David Shanker on Nov 16, 2016

One thing mobile has taught us beyond a doubt: consumers are in control. The information they need to make decisions is now at their fingertips. They are more loyal to their own needs than to any particular brand. And consumers want to move onto the ‘next thing’ seconds after engaging. Never has it been more difficult for marketers to target consumers. Mobile created and enables this behavior, but only one in five surveys is 100% mobile compatible today. To truly ‘meet them in the moment’ their survey “experience has to be fast and frictionless.”

Mobile is the best way to reach this diverse, fragmented population. In October 2016, internet usage on mobile devices (tablets included) exceeded desktop usage globally (via StatCounter) for the first time. Relevance is key to not only success, but sustainability. Look at Blockbuster vs. Netflix - emerging technologies can and will play a central role in transforming an industry. We can no longer adapt to mobile, we must go mobile.

How do we get started?

  1. Append more, ask less: Now we are able to be smarter about the data we are collecting, and integrate insights with other survey data: survey data from syndicated studies, social media, and behavioral data. There are a lot of great things happening in our industry— we can now capture a holistic view of the consumer without asking a lot of questions. We need to use the effects of mobile to our advantage, not just adapt to evolving technologies.
  2. Tap into reactive survey design tools: Consumers are people. People are emotional and moreover, people are reactive. Why aren’t our surveys? Apply icons/images to reduce load on working memory of respondents and create visual triggers especially in repetitive questions. Visual content works; 40% of people will respond better to visuals than just plain text. Put aesthetics onto your survey agenda.
  3. Video as a data source: Video is gaining as a way to communicate and consume media and now, we will see increased usage of video in quantitative research. The qualitative and quantitative worlds are coming much closer together, within five years the differentiation will no longer be meaningful. Utilize video as a data source.
  4. Test, test, test: A handful of digital platforms have become the Discovery Oligopoly - controlling each stage of the consumer journey, according to Michael Wolf’s Future of Media and Tech report. People not only use Facebook, but they are loyal to its design and newsfeed. Facebook is consumer-driven, only launching products they’ve researched, experimented, small group tested, and real-world tested. Data powers all decisions; capture and collect real-time survey feedback. Know what your respondents want, know what works.




Topics: Mobile, Data Driven Marketing, Marketing Research Data, data enrichment, data append

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