Welcome to the 3rd post in my blog series! Last week I talked about a new approach to innovation and new product development -- Design Thinking. This week I'll discuss another agile methodology -- geo-fencing.
Times are changing. As marketing researchers, we find ourselves adapting to new techniques and approaches every month. Not too long ago, telephone data collection (land lines) was the gold standard. Now, very few businesses are investing in call centers and telephone data collection.
At KS&R, we have found ourselves engaging in many new and different approaches to marketing research. One such tool is geo-fencing.
Geo-fencing is based on GPS technology, using it to track customers and potentially ask them questions about their experiences. We have found it highly effective at getting real-time reactions to service experiences.
Here's how it works:
We have found geo-fencing works best when profiling customers and experiences in the moment, whether shopping for cars, visiting retailers, or going to the doctor's office.
The biggest issue we have encountered with geo-fencing is ensuring the representativeness of the sampling frame. Many panels that are geo-fence capable skew younger and tech savvy. We can control for this variation, but must be careful and cautious with how we implement the sampling frame and plan.
Geo-fencing is not your father's marketing research. It is current, fast-paced, and innovative. When you need to understand the "moment" there is no better approach. What do you think? Are you ready to give it a try?
Continue reading the next blog in my series where I explain how we work with clients to create cost effective and dynamic insight building programs to help them understand the unique path to purchase buyers take.
Miss last week's blog? Don't worry -- it will only take a couple of minutes to catch up! Read it here.