In traditional brand research, companies would adopt a quarterly, or even annual, strategy. They’d run their metrics on awareness, brand perceptions, and overall brand impressions. Based on the feedback, the company would then adjust their marketing strategy accordingly.
But guess what? We’re living in a real-time, instant-impression, constantly changing world, and brand impressions can fade as quickly as the most recent Facebook link or ad blip.
So that strategy – measuring brand impressions on a quarterly or annual basis – just doesn’t work anymore. At best, it will be giving you inaccurate results, and at worst, it will be completely irrelevant. Fortunately, mobile research methods have completely transformed how market researchers can provide brand impressions. Instantly. Accurately.
Mobile market research helps you keep up with consumer sentiment across platforms
The rate at which we consume information today is astonishing. It’s estimated that the average American adult takes in 15.5 hours per day of media (ranging from TV to social media). At this rate, customer sentiment changes rapidly, and impressions can swing quickly. With this pace of rapid-fire consumption, companies need to adopt their market research strategies to catch people immediately with mobile market research. By capturing feedback, in real-time, companies can address problems quickly and understand what initiatives work well, giving them confirmation to invest further.
Mobile market research gives you a way to understand brands in various contexts
Brands are a fluid, dynamic entity. A brand impression on a shelf is different from how a customer may see the brand while actually using it. Moreover, product lines within brands will have their own impressions, as well (think of how someone might perceive their iPhone versus how they perceive their MacBook, for example). With mobile market research, you’ll be able to gauge how people perceive brands as they move from context to context. Having multiple insights will add layers to your messaging, packaging, and media strategy.
Mobile market research helps you understand how conversions happen
One of the biggest challenges in marketing is understanding that magic moment when a person turns a brand impression into a conversion. They click. They explore more. They buy. Traditional market research simply misses this because it’s not real-time enough. But with mobile market research, we’re able to ask – at that moment – what happens when consumers flip that switch and convert. Armed with these insights, companies can use this information to see which assets are persuasive and which elements simply aren’t necessary in driving conversions.
It’s almost 2016. Are you using mobile market research?
People spend 162 minutes a day on their mobile devices. Traditional market research – for brand impressions – has to adopt to our new paradigm of operating. Today, we have a wealth of tools to help us in mobile market research. In 2016, make sure your market research strategy includes mobile.