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Mobile more effective than online for in-store insights

Mobile more effective than online for in-store insights
Sunday January 4 2015

The results of a new study have found that in-store market research on mobile delivers richer insights than traditional desktop methodologies.

The study, performed by market research technology company uSamp and titled “Are Mobile Insights Better than Online?”, reveals a significant difference in accuracy and response time on mobile and online. 

When asked where a particular product was located on a shelf, there was a 26% discrepancy between the answers from mobile and online respondents, with mobile respondents able to validate their answer with a photo taken on their smartphone. 

In addition, 49% of mobile surveys were completed within ten minutes of the product test, compared to just 9% percent of online.

The real-time benefits of in-store mobile surveys included the fact that responses can be submitted in real-time, resulting in more accuracy as respondents do not have to rely on memory after the event.
The study looked at whether mobile research gives more accurate insights than online and whether it is preferable as a methodology for shopability studies. It is part of a series of whitepapers in “The Great Market Research Debate”, that will explore how technology is changing the way that market research is conducted.
Other key findings of the survey include the fact that 33% of online surveys were completed more than eight hours after the product test and that 80% of mobile respondents were under 45 years of age.

Responses to open-ended questions on mobile were more accurate and of a richer quality than online, with higher word counts and fresher, more granular diagnostics.

The study was a three-stage process, run as a mini-diary. The target audience were shoppers that purchased a particular brand and flavour of crisps. In the UK, Walkers Prawn Cocktail Flavour was chosen, and in the US,  Lays Cheesy Garlic Bread Flavour. 

Respondents were restricted to purchasing the crisps from a supermarket in order to maintain consistency across geographies and modes and were only exposed in either the mobile/tablet or desktop/laptop cell. 

Mobile respondents were geofenced via their devices’ GPS, ensuring that they were at the required supermarket during the shopper element of the diary. Online respondents, responding later and off location, had to rely on memory.