A review of smartphone apps for marketing research

Presented by Mark MichelsonPresident/CEO, Threads Consumer Anthropology

Co-Founder Mystery Shopping Providers Association

MobileMR huge and growing

Virtual gold rush for Mobile MR developers

New applications launch every day◦ At least 20 new apps since December 2010

Few unbiased reviews

Many not publicly accessible

No real taxonomy

SMS/Text◦ Many providers – one point seems to be global leader currently

◦ Widely used for qual and quant studies

◦ Smartphone features for geo-tagging respondents

◦ Can set up private groups

◦ Can share photos (with most)

WAP – Wireless Application Protocol ◦ Mobile optimized web platforms

◦ Works on any mobile device with web browser

◦ Must have internet connection to work

Apps are programs that reside on smartphones◦ iPhone, Android, Windows, Blackberry, etc.

Search, reviews, details screenshots

Limited to iPhone/iPad

Very few apps for other mobile platforms◦ But they are coming fast!

Search by methods

Different definitions of “survey”

By method, application, usefulness, cost?

Survey apps◦ For Researchers

Proprietary

Open

◦ For ConsumersSocial/Fun

For benefits/pay

Qualitative apps

Mystery shopping apps◦ Multi-function apps

Panel apps & Research utilities

Useful all-purpose apps for researchers

*as of 2/3/11

App Name Type Target Use Access Cost

Daily Digest (NPD) Survey Consumer Journal Closed Free

AppRewards Survey Consumer Benefits Open Free

iPinion Survey Consumer Benefits Open Free

Joe Survey Survey Consumer Benefits Open Free

Npoll Survey Consumer Benefits Open Free

OnePoll Survey Consumer Benefits Open Free

QuickSurvey Survey Consumer Benefits Open Free

Surv-eye Survey Consumer Benefits Open Free

SurveySavvy Survey Consumer Benefits Open Free

Opinionology Survey Consumer Benefits Closed

Thumbspeak Survey Consumer Benefits/Social Open Free

2nd Opinion Survey Consumer Social Open Free

Crowdscan Survey Consumer Social Open Free & 99¢

Pissed Consumer Survey Consumer Social Open Free

Right Now Survey Consumer Social Open Free

Show of Hands Survey Consumer Social Open Free

SurveySays Survey Consumer Social Open Free

Talee Survey Consumer Social Open Free

TwitSurvey Survey Consumer Social Open Free

SurveySmart Survey Consumer Benefits Open Free

Survey on the Spot Survey Consumer/Researcher Benefits Open 30 day trial

Polls Online Survey Consumer/Researcher Utility Open Free & 99¢

SurveyMonster Survey Reseacher Utility Open Free

iForm Survey Researcher Utility Closed Free

iForm ES Survey Researcher Utility Closed 9.99

Mobilscan Survey Researcher Utility Closed Free

SurveySwipe (SurveyAnalytics Survey Researcher Utility Closed Free

Touchpoint Survey Researcher Utility Closed Free

iQuestionnaire Survey Researcher Utility Open 0.99

iSurvey Survey Researcher Utility Open Pay for Survey

Polldaddy Survey Researcher Utility Open Free

Sample Size Survey Researcher Utility Open Free

Supervision Survey Researcher Utility Open $4.99

App Name Type Target Use Access Cost

Focus Forums Qualitative Consumer OBB Closed Free

dScout Qualitative Consumer Ethnographic Open Free

EthOS Consumer Qualitative Consumer Ethnographic Open Free

Revelation Qualitative Researcher Ethnographic Closed Free

SODA Qualitative Researcher Ethnographic Open Free

EthOS Pro Qualitative Researcher Ethnographic Open $11.99

IBAAQualitative Behavioral Assessment Academic Ethnographic Closed $129.99

App Name Type Target Use Access Cost

MobiAudit Multi-Function Researcher Utility Closed Free

ISCIS Mystery Shop Researcher Benefits Open Free

iSecretShop Mystery Shop Researcher Benefits Open Free

Job Slinger Mystery Shop Consumer Benefits Open Free

QSR Shop /FSR Shop Mystery Shop Researcher Utility Open Free

Paid to Shop Mystery Shop (Scam) Consumer Benefits Open 99¢

Medallia Mobile Customer Experience Researcher Client Reporting Closed Free

Walker Link Customer Experience Researcher Client Reporting Closed Free

App Name Type Target Use Access Cost

iC mobile (Gongos) Community Consumer US Only Closed Free

OrangePanel Community Consumer Benefits Open Free

SIC Community Community Researcher Ethnographic Closed Free

Marketing Research on a Shoestring Utility Researcher Resource Open 7.99

Survey Research Glossary Utility Researcher Resource Open 99¢

Grocer Share Secondary Researcher UK Retail Sales Closed Free

Presented at the AsiaPresented at the Asia--Pacific Pacific

conference on Qualitative conference on Qualitative

Research in Web 2.0 Research in Web 2.0

22 & 23 Feb 2011, Macau SAR22 & 23 Feb 2011, Macau SAR

For more informationFor more information

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