Mobile Data Capture opens new possibilities in market research, especially where in-store surveys, customer exit polling, or field data collection have posed challenges to researchers. In-store surveys capture customer impressions at the point of sale - not days or weeks after the purchase.
MDC delivers high quality results faster than any other data collection technique - you see results "today" even when you're doing 100s or 1000s of intercepts per day.
Mobile Data Capture makes it easy for you to incorporate customer feedback into your marketing activities and
product planning, ensuring that your programs, products, and positioning closely follow the marketplace.
Are your customer attitudes changing without your knowing
it ?
What is the cost of being off course most of the time ?
Case Study: Exit Polling
4000 passengers debarking from a cruise ship moored on the Seattle waterfront are polled for their impressions and feedback on the cruise experience - the topics include food, accommodations, entertainment. A team of 4 interviewers use MDC to gather feedback and comments from passengers - each interview takes just 2 minutes and consists of 8 to 10 questions. Responses are uplinked to a database and tabulated in realtime, and the cruise director receives the completed results before the ship departs for its next port of call, providing fast and specific feedback on the passenger experiences and giving insight on the corrective actions required to improve customer experience.
Case Study: Nationwide In-Store Survey
Prior to launch of a new consumer electronics product, in-store surveys are conducted in five major cities to determine customer interest and price sensitivity. Customers exiting the check-out line at Fry’s and CompUSA are offered the opportunity to take a short survey about the product. Instead of an interviewer with a clipboard, they are presented with a PDA, and the 12-question survey takes under 2 minutes. The survey data is uploaded from the PDA to a laptop located in the store, and the summary data file is merged with data from the other four sites via the internet. Results from the multi-city marketing survey are complete and sent to the client 4 hours after completion of the survey, giving a near realtime snapshot of consumer reactions to the product.