On January 30th, 2012, Survey Analytics sponsored a webinar on Mobile Market Research Trends. The webinar was moderated by Esther LaVielle of Survey Analytics and featured Romi Mahajan, CMO of Metavana, and Chad Bhandari, co-founder of SurveySwipe. Today we bring you the full text of Part 6 of the webinar, which covered the topic of Hyperlocal Surveys.
Esther LaVielle: Fantastic, thank you. Now, let’s dig deeper into a kind of mobile ethnography, hyperlocal surveys. We talked about it a little bit already, just bringing it up through push notifications and mobile ethnography. How do you think this is– particularly hyperlocal surveys– how do you think this is going to change the way clients or companies should interact with their customers?
Romi Mahajan: Hyperlocal, what it’s really suggesting is that there are different types of patterns and behaviors depending again on the “c” word, context, right, in which the old notion of this unvaregiated mass of people that all make decisions like a herd is being put to the test. And so hyperlocal says that there might be neighborhoods, communities, particular buying contexts, particular geographies, parts of downtowns, et cetera, in which people have different behaviors and different patterns.
If you think about, there’s a huge movement all over the country to revitalize downtowns because the hyperlocality of a particular place changes the behavior and the tenor of both purchases and other things in that area. So again, a very, very powerful construct as long as it’s not overdone, right? As long as you’re not now dealing with millions of data sets when you’re trying to sell Tide detergent, right, because Tide detergent might or might not change depending on the hyperlocality of the context. But there are some products and services that do, and you just have to be smart about where you invoke hyperlocal and where you don’t.
But again, all of these things are just tools. They have to be wielded carefully, and a good market researcher knows that. And a bad market researcher will just use them all without thinking and actually create a Tower of Babel for him or herself.
Esther LaVielle: I do want to pose a question over to Chad. How exactly does hyperlocal work a person who’s on a panel?
Chad Bhandari: So the way it works is you basically program a location and associate a survey with that particular location. And the location is basically defined by latlong of that place. And then you can define a radius where you can say if the panelist is within this radius, enters this circle, per se, of the radius that you define, the survey becomes available. So the panelist gets a push notification, and then they will instantly get the survey right there.
I think that is just the basic of what is possible. So we also have been experimenting with some heuristic based approaches where we’re trying to figure out if we can figure out if a panelist enters a particular store, let’s say Walmart, and stays there for half an hour, and then tagging all that information, keeping all that information, and then, after half an hour, assuming that they’ve left Walmart, send a customer satisfaction survey saying, hey, looks like you just visited Walmart. Did you visit Walmart? What did you buy? What did you not buy? Why did you not buy? Those kinds of things, traditional surveys that you want to do.
So really, you program the location, you associate the survey, and I think the key to understand here is that we can– the panelist gets the survey where they actually are. So the location context, and the time context, and the context of why they made certain decisions can be a very, very useful tool I believe.
Romi Mahajan: I know we’re about to jump into a demo, but I’ve got to riff off of what Chad is saying because there’s something even more granular that’s very powerful. Because when Chad talks about latitude and longitude, you can– I advise a company called Novitaz, and they’ve built an incredibly interesting wi-fi system where you could technically get the exact details of where somebody is in the store. So are they in the men’s section, and do they move to shoes, and how long do they stay there, and what was their behavior as you pushed out offers and coupons to them? And so hyperlocal allows you to not just pinpoint a specific store, but a part of a store, or a part of a neighborhood. It’s just very, very powerful.
That’s it for Part 6: Mobile Ethnography. I hope you’ve enjoyed the series! Check back regularly for more great webinars from Research Access.