Thinking of Mobility as a Consumer Lifestyle Choice

By the Editors

The current fascination on mobility is the crest of a major wave. Our computing uses are changing and migrating to tablets and smartphones. Our overall lifestyles are requiring that we be more mobile, connected and agile than ever before. The implications for market research go way beyond the need to present surveys in a mobile form. Instead, there’s a real need to understand what mobility means as a lifestyle choice to your consumer.

More connection, more noise: More connection realistically translates into more news. If we’re always consuming some sort of content, either written or video, it’s going to be harder to break through the noise. As marketers, this requires the use of everything from location based technologies to gamification to stand out. The simple survey won’t always help you hook respondents. What are you doing to make your market research efforts stand out?

Incentives have to align with audience needs: Incentives are becoming a bigger part of brand’s attempts to build platforms and engage their audience. But do your incentives really align with what your audience is looking for? The best incentives are high quality information products that showcase your expertise or discounts that increase the likelihood that people are going to make a purchase. Take a look at the quality of incentives you’re offering and whether those could be improved to get you better results.

Optimization goes beyond device compatibility: You’ll read endless articles and recommendations on improving survey performance through device compatibility. It’s a requirement, but it’s not enough. Your surveys need to work on a range of Apple and Android devices, and look great on all of them. But your surveys also need to be mobile appropriate. Short surveys with limited graphics and easy to hit buttons are the minimum in optimization.

Integrate with people’s motives for mobile: Users default to mobile over their computers because they’re on the run. Studies have shown that we use our mobile phones to conduct research on products before we buy them, scan the news, and check in on social networks. Rarely are we doing complex productivity tasks or settling in to read an entire white paper. The better your market research and mobile advertising efforts fit in with that reality, the less intrusive your efforts will be perceived as.

Mobile is no longer optional: Mobile is a required part of any company’s marketing mix. Brands need to have a robust mobile strategy that helps them understand their customers’ mobile habits, as well as building brand recognition on mobile channels. This is a key element of promoting a product, service, or brand in 2013.

Mobility is a reality of your customers’ lifestyle. How are you working to learn from them and engage with them in that space?