Wireless Intelligence: EmbraceMobile’s surveys-to-go
This is a mobile niche that is bound to grow. As market research firms scramble to deliver more and more targetted intelligence to their clients, they face the daunting challenge of surveying the long tail. The obvious solution is developing surveys that can be precisely delivered to narrow demographics, such as the hard to reach tween market.
Here’s a nifty UK-based startup, EmbraceMobile. Their platform allows a number of applications: opinion surveys, customer feedback, audience response, brand awareness, and advertising effectiveness. They also have more complex solutions for interview assistance, mystery shopper data collection, and longitudinal studies (measuring various factors over time).
The benefit of wireless, form-based surveys is that they provide instant results. Responses can also be correlated with location-based data. The challenge is delivering a user experience that suits the task. Navigation is also a big challenge – what happens when a user is half way through a long survey and the phone rings?
Tags: mobile-surveys, EmbraceMobile
Thanks for the post Mitch!
We have offices in the UK and US and are able to project surveys to almost anywhere in the world.
And to answer your final question, we support a range of data collection methods: text messaging, phone web pages, and a downloaded application. So, the user experience when a phone call comes in depends upon the method being used and the designed behavior of the phone.
John Merrells
CEO, Embrace Mobile.