Cellphones and Market Research

Cellphones have had a profound impact on many things in this world. It has not only revolutionized telecom industry but has also left its mark on how many operations are conducted and industries function. I want to specifically talk about a couple of areas where cellphone is changing the dynamics of the game.

First is market research. A big part of traditional market research is polls and surveys. Cold calls are made to people to ask questions. With more and more people carrying cellphones, it is harder for pollsters to get the complete attention of the survey taker. A person on the go is less inclined to waste time and money (cellphone minutes) speaking to a pollsters. You may argue that there are still a large number of landline phone connections out there to be sufficient for pollsters to meet their targets and form a decent sample. That may be true today, but it comes with a big caveat. Numbers show that a growing number of households with all members carrying a cellphone are opting out of getting a landline. This brings the sample down to households with a stay at home member who still values a landline. Add to it the bulk of people putting their (cell)phone numbers on the no call list and you get the complete picture. In short, traditional market research has had a big negative impact due to the advent of cellphones.

Second area I want to talk about here is social media. Cellphone has raised the amount of activities on social media dramatically. With a growing number of people carrying a cellphone with data connection, people are constantly connected to their favorite social network. They post their views, share recommendations and post pictures on social networks. This is live as it happens and is off the cuff without premeditated state of mind. You may argue that it is mostly coming from the younger generation, but the fact being average age of a person active on social media touching 40, that doesn’t seem to be the case. In other words, social media is having a big positive impact due to the growing use of cellphones.

Now bring these two areas together and you get what MavenMagnet is trying to leverage. We use social media as a base for our market research. We do not believe that traditional market research is to go anywhere anytime soon, but the kind of insights we can drive off social media can provide a more truthful and real perspective on concerned issues. These insights are derived without bothering the people by calling them or asking them questions, making cellphones a big asset for MavenMagnet market research.

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