IRVINE, Calif.--(BUSINESS WIRE)--MFour Mobile Research, the leader in mobile market research, conducted a comparative study to explore how memory decay impacts data reliability for consumer surveys. The results underscore how using GPS-enabled mobile location technology lets researchers access consumers with in-the-moment surveys to capture data and insights to drive evidence-based business decisions.
MFour fielded the same mobile survey to two demographically similar groups of 200 consumers. Using GeoLocation, members of the first group received a survey just as they left a store in one of five retailer categories, which were grocery stores, convenience stores, drug stores, membership club stores, and mass merchants. Respondents answered questions about their shopping experiences during the previous three hours. The non-GeoLocated control group was asked about their most recent shopping experiences in the same store types – which may have occurred days, weeks, or even months earlier.
In a key finding, none of the GeoLocated panelists failed to remember which product categories they had purchased; but 28% of the non-GeoLocated memory-dependent group failed to recall their purchase categories. The pattern held for brand recall: in 13 of 16 product categories, the non-GeoLocated group was more likely to have forgotten which brands they had most recently purchased. The gap in brand recall was 23.8% for facial cleansers, 14.1% for juices, 13.4% for feminine hygiene products, 12.3% for shampoos/conditioners, and 10.1% for snack chips.
Point of Emotion® responses, which involves using GPS-technology to capture data when information is at its most memorable, represents the most reliable way to understand what consumers really think about products, services, and overall brand experiences. Please see mfour.com/blog for more insights from the study.
MFour is redefining the market research industry with real time access to more than 1,000,000 mobile consumers. Using the Surveys On the Go® app, the most downloaded and highest-rated survey app, researchers and national brands connect with hard-to-reach consumers, including Millennials, Hispanics, and African Americans. MFour uses GPS technology, fingerprint validation, multimedia capture, and GeoValidation® to deliver faster, more reliable, more accurate insights than traditional survey platforms.