A new era in market research?


Technology has allowed us to stay in contact with each other 24 hours a day. At any point in time you can use email, Whatsapp and an endless amount of social media to get in touch with your friends and family. It takes almost no effort and it allows you to have a response within seconds. In the field of market research, the technology that allows fast communication is for a big part yet undiscovered. Something almost all of the market research tools (e.g. surveys, focus groups, telephone interviews, etc.) have in common is that it costs a lot of time, effort and money. One simple but very clever app might change the area of market research completely.

The app Upinion allows companies to do their market research completely differently compared to how they did it before. Upinion allows companies to ask real-time questions towards their customers using mobile technology. It works really simple: A company creates a specific marketing related question in the Upinion app. Then the question is send to all the relevant and targeted consumers which make use of the app. They fill in their answer and send it back, through the app, towards the company. All the results are then automatically collected and statistics and reports can be created within minutes after the company asked the question. It is also possible to set very detailed filters so that companies can specifically reach the people who belong to the research target group. So the market research turned from a multiple days or even multiple weeks process into a several minute process, all with the help of modern-day technology and this clever app! Intensive market research is not something just for the big companies with large marketing budgets, even small and local companies can easily receive interesting and useful information through this app.

So what’s in it for customers?
Customers get tired from traditional marketing research tools. “Can you please fill in this survey?”, “Can I ask you a few questions?”, consumers are asked these questions quite often in either supermarkets or through the telephone. In my experience, 9 out of 10 people do not want to answer these questions because it costs them valuable time and they do not get anything in return. With Upinion that seems to be completely different. Only people who installed the app receive questions, and by installing the app, people already give away that they are willing to contribute to market research. But the most interesting part of this app in my opinion is that people who provide answers, in return receive credits and vouchers which they can spend at the brands they just answered a question from. In this way, companies not only receive useful market data, but they can also increase their sales by attracting additional customers through these offers.

So both sides of the market have benefit from the Upinion app. Consumers can receive credits and nice discounts and companies receive fast and real-time data, and additionally they attract additional customers. I think this app is a form of real-time crowdsourcing in the field of marketing and it therefore elaborates on the trend of consumer value creation. I am really curious about how the app works so I will start using it right away, what about you?

Sources:
https://vimeo.com/85184656, Retrieved April 27, 2015
https://itunes.apple.com/nl/app/upinion/id691974292?mt=8, Retrieved April 27, 2015
https://upinion.com/nl, Retrieved April 27, 2015

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