Follow Customer’s Media Touchpoints Through Long Term Mobile Surveys
Mobile phones can be used effectively to understand the contextual dimensions of consumers’ daily lives. USA Touchpoints asks people to record, on their mobile, several dimensions every half hour for 10 days. The rich resulting data provide insights on where people are, who they are with, what they are doing and which media they use throughout the day and week. These learnings inform integrated marketing planning and cross-platform ideas. At the 2013 MRMW Conference in Minneapolis, Debbie Solomon, the Managing Director of Business Planning at Mindshare discusses about the methodology, including the challenges of conducting a long-term survey on mobile and show how the data can be used through two case studies. You can view the key take-a ways and her presentation below:
- Ways to make a repetitive mobile study engaging to respondents
- How people use media differently at different times of day and this information leads to more effective media plans
- How Touchpoints helped an Advertiser reach action film movie-goers during “dude time.”
- When women are most receptive to messages for a CPG brand.