Case Studies

The following business use cases demonstrate how Embrace Mobile’s mobile products have been used to solve today’s pressing business problems with existing mobile technology. Bringing the benefits of information timeliness, quality and quantity to the market research and advertising industries.

• Opinion Polling
• Customer Complaints
• Customer Satisfaction
• Brand Awareness
• Advertising Effectiveness
• Audience Response
• Interview Assistance
• Mystery Shopper
• Longitudinal Study
• Community Building

Opinion Polling

Problem: Some samples are time sensitive: an opinion is sought now, not later. Offline and online solutions introduce delay between event, survey, and results.

Solution: The Embrace Mobile market research product enables rapid response surveys by reaching the respondent through their mobile phone.

How it works: Immediately after the event of interest a questionnaire is presented to the respondent via their mobile phone. The questionnaire is presented using whatever mechanism is most appropriate for their particular make and model of phone. The respondents answer the questions and the results are collated by our system. The results can be sent to the researcher in real-time as they arrive at our servers. The responses can literally start arriving within seconds of the survey being presented.

Example: Centaur Conferences used MSurvey to gather intra-day feedback during this year's Online Marketing Show in London. They achieved a high response rate and received the results during the show, upon which they could take action.

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Customer Complaints

Problem: Brand managers are disconnected from their consumers via long distribution chains. Gathering feedback from both happy and unhappy customers can be expensive, involving mystery shoppers, and the cost of ignored dissatisfaction can be even more costly to brand value.

Solution: Embrace Mobile provides a product for capturing consumer feedback.

How it works: A notice that is associated with the product or service advising the consumer that their feedback is sought and welcomed via text message. This is a preferred communication mean for many people, as it offers a low barrier to action, it’s cheap, low-touch, and non-confrontational. The by now familiar copy ‘Text gizmo to 81234…’ calls the consumer to act, which can be coupled with an incentive ‘…and receive a valuable coupon.’ The consumer has now completed a mobile survey. The Embrace Mobile mobile market research system presents the consumer with a questionnaire to capture information about their experience. This could be as simple as a rating of their satisfaction level, or as sophisticated as capturing location information and images. Enabling your consumers to submit photographs of your product, positive or negative, is a powerful way of engaging their attention and capturing a snapshot of their feelings.

Example: A franchise fast-food chain maintains its brand values by soliciting direct feedback from its consumers with special labeling on its food containers, point of sale displays, and restroom notices.

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Customer Satisfaction

Problem: Retailers of products and services to consumers need to constantly sample their consumer base to maintain correct quality, pricing, and positioning. With existing mechanisms, like a telephone call from a call-center, the satisfaction survey is presented after the fact. From the consumer’s perspective the survey comes out-of-left-field, seemingly out-of-place and out-of-time. This leads to low response rates and potentially an irritated consumer.

Solution: Embrace Mobile provides a product for presenting consumer satisfaction surveys, at-the-place and at-the-time

How it works: At the point of sale the consumer can be asked if they would participate in a satisfaction survey, perhaps for an associated incentive. This is akin to a till receipt including an invitation to participate in an online survey, but without the disconnection of time and place. A mobile survey can be initiated any place any time. The survey could be initiated either by the retailer or by the consumer, but the survey would be presented to them immediately. The consumer could initiate the survey with a keyword to a shortcode. Or, the retailer could initiate the survey via point of sale integration, either by requesting the consumer’s mobile phone number, or by association with a consumer loyalty card.

Example: A main street retailer of fashion for young males includes a call to action on their till receipts offering a 10% discount coupon in return for completion of a ten question survey about their shopping experience.

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Brand Awareness

Problem: Brand managers need to track their positioning within the market relative to other brands and ever shifting consumer tastes. Offline solutions are invasive and expensive, online solutions can generate a non-representative sampling, and dedicated diarists are both hard to recruit and can generate faulty data due to lack of attention.

Solution: Embrace Mobile offers a mobile market research product that enables the capture of brand interactions as they happen.

How it works: A mobile consumer panel is recruited for participation in a survey campaign. The survey could be a few weeks in duration. The respondents are initiated into the panel with simple instructions to their phone. Typically upon every interaction with a brand they are to record some simple information. We track consumer responses both for data reporting purposes and also for generating reminder messages and instructional prompts. This coupled with rich media capture provides valuable brand awareness feedback.

Example: A brand manager for an established brand of soft drink targeted at the hard to reach youth market uses mobile messaging to keep in touch with changing attitudes within that demographic. Their consumers have rewarded them with increased brand affinity because of their choice to interact with them using their preferred method of communications.

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Advertising Effectiveness

Problem: Advertising buyers have to justify their budgets with effectiveness metrics, working with market researchers to sample their audience. Current surveying mechanisms can be too disconnected from the advert, in place and time, to accurately capture the respondent’s reaction.

Solution: Embrace Mobile offers a mobile market research product for tracking advertising effectiveness across place and time.

How it works: A panel is recruited from the target audience of an advertising campaign. They can either be instructed to initiate a survey every time they are exposed to an advert, or they can be messaged as the advert is presented to them. Their opinions can be sampled before, during and after exposure to determine it’s effectiveness at that exact place and time.

Examples: Music festival, concert, business conference, trade show, or sporting event.

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Audience Response

Problem: Event organizers have many constituents to satisfy: the audience, the performers, and the sponsors. In the context of a business conference they must provide the attendees with efficient networking opportunities, valuable brand presence for the sponsor and an engaged audience for the speakers. A complex equation to balance.

Solution: Embrace Mobile provides its mobile market research product for event support allowing the audience to interact with the performers.

How it works: Our market research product is used as an audience response system. The audience is presented with a survey during the event and the results are displayed in real-time as they are collected. For business conferences we provide a presentation slide with a dynamic graph that shows the results second by second as they come in.

Examples: Business conferences, sporting events, and music concerts.

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Interview Assistance

Problem: A large amount of market research is still conducted in face-to-face interviews. Current technological solutions are expensive, cumbersome, and require IT support, limiting their use to large scale operations.

Solution: The Embrace Mobile solution enables instant ad-hoc market research to be conducted on the street or in the shopping mall.

How it works: A regular off-the-shelf mobile phone can be turned into a data collection device to be used by the interviewer , while talking with the respondent. In this scenario a make and model of phone can be provided with a good quality touch sensitive display allowing for easy data entry. The captured information is transmitted to our data center as it is recorded, with no manual synchronization required.

Example: A market research firm offering results from omnibus surveys recruits its consumer panel from shopping malls using interviewers conducting face to face interviews with a mobile survey enabled smart phone.

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Mystery Shopper

Problem: Professional shoppers need unobtrusive computer assistance to automate their data collection activities. A shopper carrying around a tablet PC or PDA isn’t particularly secret.

Solution: Embrace Mobile can turn any phone into an unobtrusive data collection device.

How it works: A survey is presented just as it would be to a consumer, by whatever mechanism is most appropriate for that device. Because the shopper is actually in the employ of a data collection agency, they can be provided with a high-end phone allowing the use of web pages for the phone or a downloaded application. Both these mechanisms provide a better user experience than basic text messaging, and at lower cost.

Example: A fast-food chain uses a team of mystery shoppers to collect feedback on their franchised stores. The shoppers fill in forms on their company provided smart phone, tapping away at their phone with the other customers, as they sample their burger and fries.

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Longitudinal Study

Problem: Some market research studies require the respondent to maintain a diary of their activity. Data quality becomes a problem when respondents forget to make regular updates. Even providing them with a device, such as a PDA, fails when the respondent isn’t in the habit of always carrying it with them.

Solution: The Embrace Mobile solution works with any phone, allowing the respondent’s own mobile phone to become their diary device.

How it works: The respondent is initiated into a long running survey. They are asked to complete the survey on regular intervals. Since the results are transmitted to us as they are entered we can provide interval results to the client and are able to provide the respondent with information messages and reminders to participate.

Examples: Pharmaceutical effectiveness, cell phone usage, radio ratings, and deep study of advertising effectiveness.

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Community Building

Problem: Brand managers need to keep in touch with their consumers, understanding how they interact with the brand, and which brand values they are attuned with.

Solution: Embrace Mobile provides a virtual ‘community space’ where members can interact with each other, providing the benefits of both deep analyses of interactions and for the building of brand affinity.

How it works: Coupled with the mobile market research product Embrace Mobile also provides a shared virtual space within which the respondents can interact with each other. The virtual space is much like a social networking website , like Myspace or Facebook, where users can share information about themselves and their interests through text, images, and audio. The Embrace Mobile messaging platform enables access to this space through the mobile phone, using the most appropriate access mechanism for that device, text messages, web pages for the phone, or a downloaded application.

Example: Customers of a casual clothing retailer share pictures of themselves wearing branded jeans and chat about their experiences. Prizes are awarded for the most popular pages.

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