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Built on more than 20 years of market research experience, MFour is defining mobile and its benefits to research professionals. We’re specialists at developing methodologies to unlock the power of mobile and find the hidden truth in consumer perceptions – providing practical, actionable insights to our clients. Our all-mobile panel and technology provide an unprecedented quality of data in real time. And using the best survey design techniques, we collect information at the point of emotion, allowing clients to instantly enrich their understanding of today’s “on-the-go” consumer.
Citation preview
June 2013
Target/Walmart GPS Tes7ng
Case Study: Target/Wal-‐Mart
Objec8ves:
• Validate Mobile GPS as a Viable Research Methodology that is Ready Now
• Measure Methodology Response Rates to Forecast Future Project Feasibili8es
• Evaluate Technology to Uncover GPS Research Pros, Cons, and Best Prac8ces
• Gauge Par8cipant Interac8ons with the Newly Minted Mobile GPS Research Technology and Methodology
Case Study: Target/Wal-‐Mart
GeoFence – predefined set of boundaries, perimeter, or radius around a store or point loca8on. § Surveys On The Go tracks when users enter or exit a
geo-‐fenced area
GeoValidate™
GeoIntensity™
GeoNo8fica8on™
SOTG® Mobile GPS Research Terminology:
Case Study: Target/Wal-‐Mart
GeoValidateTM – valida8ng a GeoFenced loca8on point from an aerial satellite view to ensure the boundaries do not limit or exceed the study loca8on.
GeoFence
GeoIntensity™
GeoNo8fica8on™
SOTG® Mobile GPS Research Terminology:
Case Study: Target/Wal-‐Mart
GeoIntensityTM – As users approach the targeted loca8on, the GPS intensity increases with increased accuracy.
• GeoIntensityTM helps reduce baTery drain • GeoIntensityTM helps ensure that the users are
really at the loca8on
GeoFence
GeoValidate™
GeoNo8fica8on™
SOTG® Mobile GPS Research Terminology:
Case Study: Target/Wal-‐Mart
GeoNo8fica8onTM – user receives a survey push no8fica8on on the SOTG® Mobile app based on entering or leaving a GeoFenced loca8on point. • Push no8fica8ons will take them to a survey they can
complete immediately, or a siUng survey for them to complete at a later 8me.
• Time allowed for a survey to sit in the inbox can
be pre-‐set
GeoFence
GeoValidate™
GeoIntensity™
SOTG® Mobile GPS Research Terminology:
Case Study: Target/Wal-‐Mart
} Goals: Confirm GPS capabili8es, measure response rates, evaluate technology and par8cipant interac8ons
} Universe: Likely to visit the 1,767 Target or 3,622 Wal-‐Mart GeoValidated™ stores within one week period and opt-‐in to SOTG’s GeoNo8fica8on ™ tracking system
} Methodology: Prequalify and enable background GPS. Unaware of Target/Wal-‐Mart as “hot spot,” par8cipants were no8fied a`er a Loca8on Verifica8on delay of 2 minutes in a GeoFenced zone.
93% of participants said they would “definitely” engage in future GeoNotificationTM projects
Case Study: Target/Wal-‐Mart (Pre-‐Survey)
} Content/Task: Par8cipants were asked about their current mood, items they plan to purchase at Target or Wal-‐Mart, and to go to the soda aisle and take a picture of a specific product display. Par8cipants were paid $0.25 a complete and the average survey ran for 1 minute and 21 seconds.
} Par9cipant Metrics:
} 9,610 qualifying par8cipants.
} 3,747 invita8ons triggered upon entering “hot spot” zone (89% “hit” rate on our GPS technology for those in the Target zone).
} 838 onsite completes (22.4% comple8on rate).
Case Study: Target/Wal-‐Mart (In-‐Store) } Content/Task: Par8cipants asked about
current mood, items they plan to purchase at Target or Walmart, and to take a picture of a product display. } Par8cipants were paid $2 a complete and
the average survey ran for 1 minute and 56 seconds.
} Par9cipant Metrics: } 9,610 qualifying par8cipants. } 3,747 invita8ons triggered upon entering
“hot spot” zone (89% “hit” rate on our GPS technology for those in the Target zone).
} 838 onsite completes (22.4% successful comple8on rate).
Case Study: Target/Wal-‐Mart (In-‐Store)
} Output Metrics:
} Most common onsite “feelings” report: “happy” (29.9%), “sa8sfied” (21.2%) and “rushed” (12.8%).
} Panelists were willing to take a photo of a prominent display – 93% effec8ve photo submission rate.
} Panelists took the task seriously -‐ spent on average 2 minutes to complete the survey.
} Results: Panelists successfully completed the task at a high rate, were fully engaged, and were willing to share their “feelings” in an interac8ve survey.
88% of participants said the tasks were “easy”
Case Study: Target/Wal-‐Mart (Done Shopping) } Content/Task: Par8cipants were asked about
their current mood, their primary reason for visi8ng Target/Wal-‐Mart. } Par8cipants reported the items they
purchased and were asked to take pictures of their receipts or grocery bags.
} Par8cipants were paid $2 a complete and the average survey ran for 2 minutes and 22 seconds.
} Par9cipant Metrics: } 837 qualifying par8cipants. } Invita8ons triggered upon comple8ng
the In-‐Store survey. } 501 completes (60% task rate)
Case Study: Target/Wal-‐Mart (Done Shopping) } Output Metrics:
} Most common done shopping “feelings” report: “sa8sfied” (44.9%) and “happy” (21.6%).
} Panelists were willing to take a photo of their receipt or grocery bags– 96% effec8ve photo submission rate.
} Most panelists bought 10 or less items (64.9%) and spent $11-‐$50 (46.5%)
} Panelists took the task seriously -‐ spent on average 2 ½ minutes on the survey.
} Clear majority of panelists found the process to be “easy” (88.6%).
} ALL panelists said “yes” (100%) when asked if they would take a similar survey.
} Results: Panelists successfully completed the task at a high rate, were fully engaged, were willing to share their “feelings” or items they purchased, and are very willing to take a similar survey in the future.
