Built on more than 20 years of market research experience, MFour is defining mobile and its benefits to research professionals. We’re specialists at developing methodologies to unlock the power of mobile and find the hidden truth in consumer perceptions – providing practical, actionable insights to our clients. Our all-mobile panel and technology provide an unprecedented quality of data in real time. And using the best survey design techniques, we collect information at the point of emotion, allowing clients to instantly enrich their understanding of today’s “on-the-go” consumer.

1. June
2013
Target/Walmart
GPS
Tes7ng

2. Case
Study:
Target/Wal-­‐Mart
Objec8ves:
• Validate
Mobile
GPS
as
a
Viable
Research
Methodology
that
is
Ready
Now
• Measure
Methodology
Response
Rates
to
Forecast
Future
Project
Feasibili8es
• Evaluate
Technology
to
Uncover
GPS
Research
Pros,
Cons,
and
Best
Prac8ces
• Gauge
Par8cipant
Interac8ons
with
the
Newly
Minted
Mobile
GPS
Research
Technology
and
Methodology

3. Case
Study:
Target/Wal-­‐Mart
GeoFence
–
predefined
set
of
boundaries,
perimeter,
or
radius
around
a
store
or
point
loca8on.
§ Surveys
On
The
Go
tracks
when
users
enter
or
exit
a
geo-­‐fenced
area
GeoValidate™
GeoIntensity™
GeoNo8fica8on™
SOTG® Mobile
GPS Research
Terminology:

4. Case
Study:
Target/Wal-­‐Mart
GeoValidateTM
–
valida8ng
a
GeoFenced
loca8on
point
from
an
aerial
satellite
view
to
ensure
the
boundaries
do
not
limit
or
exceed
the
study
loca8on.
GeoFence
GeoIntensity™
GeoNo8fica8on™
SOTG® Mobile
GPS Research
Terminology:

5. Case
Study:
Target/Wal-­‐Mart
GeoIntensityTM
–
As
users
approach
the
targeted
loca8on,
the
GPS
intensity
increases
with
increased
accuracy.
• GeoIntensityTM
helps
reduce
baTery
drain
• GeoIntensityTM
helps
ensure
that
the
users
are
really
at
the
loca8on
GeoFence
GeoValidate™
GeoNo8fica8on™
SOTG® Mobile
GPS Research
Terminology:

6. Case
Study:
Target/Wal-­‐Mart
GeoNo8fica8onTM
–
user
receives
a
survey
push
no8fica8on
on
the
SOTG®
Mobile
app
based
on
entering
or
leaving
a
GeoFenced
loca8on
point.
• Push
no8fica8ons
will
take
them
to
a
survey
they
can
complete
immediately,
or
a
siUng
survey
for
them
to
complete
at
a
later
8me.
• Time
allowed
for
a
survey
to
sit
in
the
inbox
can
be
pre-­‐set
GeoFence
GeoValidate™
GeoIntensity™
SOTG® Mobile
GPS Research
Terminology:

7. Case
Study:
Target/Wal-­‐Mart
} Goals:
Confirm
GPS
capabili8es,
measure
response
rates,
evaluate
technology
and
par8cipant
interac8ons
} Universe:
Likely
to
visit
the
1,767
Target
or
3,622
Wal-­‐Mart
GeoValidated™
stores
within
one
week
period
and
opt-­‐in
to
SOTG’s
GeoNo8fica8on
™
tracking
system
} Methodology:
Prequalify
and
enable
background
GPS.
Unaware
of
Target/Wal-­‐Mart
as
“hot
spot,”
par8cipants
were
no8fied
a`er
a
Loca8on
Verifica8on
delay
of
2
minutes
in
a
GeoFenced
zone.
93% of participants said they would “definitely”
engage in future GeoNotificationTM projects

8. Case
Study:
Target/Wal-­‐Mart
(Pre-­‐Survey)
} Content/Task:
Par8cipants
were
asked
about
their
current
mood,
items
they
plan
to
purchase
at
Target
or
Wal-­‐Mart,
and
to
go
to
the
soda
aisle
and
take
a
picture
of
a
specific
product
display.
Par8cipants
were
paid
$0.25
a
complete
and
the
average
survey
ran
for
1
minute
and
21
seconds.
} Par9cipant
Metrics:
} 9,610
qualifying
par8cipants.
} 3,747
invita8ons
triggered
upon
entering
“hot
spot”
zone
(89%
“hit”
rate
on
our
GPS
technology
for
those
in
the
Target
zone).
} 838
onsite
completes
(22.4%
comple8on
rate).

9. Case
Study:
Target/Wal-­‐Mart
(In-­‐Store)
} Content/Task:
Par8cipants
asked
about
current
mood,
items
they
plan
to
purchase
at
Target
or
Walmart,
and
to
take
a
picture
of
a
product
display.
} Par8cipants
were
paid
$2
a
complete
and
the
average
survey
ran
for
1
minute
and
56
seconds.
} Par9cipant
Metrics:
} 9,610
qualifying
par8cipants.
} 3,747
invita8ons
triggered
upon
entering
“hot
spot”
zone
(89%
“hit”
rate
on
our
GPS
technology
for
those
in
the
Target
zone).
} 838
onsite
completes
(22.4%
successful
comple8on
rate).

10. Case
Study:
Target/Wal-­‐Mart
(In-­‐Store)
} Output
Metrics:
} Most
common
onsite
“feelings”
report:
“happy”
(29.9%),
“sa8sfied”
(21.2%)
and
“rushed”
(12.8%).
} Panelists
were
willing
to
take
a
photo
of
a
prominent
display
–
93%
effec8ve
photo
submission
rate.
} Panelists
took
the
task
seriously
-­‐
spent
on
average
2
minutes
to
complete
the
survey.
} Results:
Panelists
successfully
completed
the
task
at
a
high
rate,
were
fully
engaged,
and
were
willing
to
share
their
“feelings”
in
an
interac8ve
survey.
88% of participants said the tasks were “easy”

11. Case
Study:
Target/Wal-­‐Mart
(Done
Shopping)
} Content/Task:
Par8cipants
were
asked
about
their
current
mood,
their
primary
reason
for
visi8ng
Target/Wal-­‐Mart.
} Par8cipants
reported
the
items
they
purchased
and
were
asked
to
take
pictures
of
their
receipts
or
grocery
bags.
} Par8cipants
were
paid
$2
a
complete
and
the
average
survey
ran
for
2
minutes
and
22
seconds.
} Par9cipant
Metrics:
} 837
qualifying
par8cipants.
} Invita8ons
triggered
upon
comple8ng
the
In-­‐Store
survey.
} 501
completes
(60%
task
rate)

12. Case
Study:
Target/Wal-­‐Mart
(Done
Shopping)
} Output
Metrics:
} Most
common
done
shopping
“feelings”
report:
“sa8sfied”
(44.9%)
and
“happy”
(21.6%).
} Panelists
were
willing
to
take
a
photo
of
their
receipt
or
grocery
bags–
96%
effec8ve
photo
submission
rate.
} Most
panelists
bought
10
or
less
items
(64.9%)
and
spent
$11-­‐$50
(46.5%)
} Panelists
took
the
task
seriously
-­‐
spent
on
average
2
½
minutes
on
the
survey.
} Clear
majority
of
panelists
found
the
process
to
be
“easy”
(88.6%).
} ALL
panelists
said
“yes”
(100%)
when
asked
if
they
would
take
a
similar
survey.
} Results:
Panelists
successfully
completed
the
task
at
a
high
rate,
were
fully
engaged,
were
willing
to
share
their
“feelings”
or
items
they
purchased,
and
are
very
willing
to
take
a
similar
survey
in
the
future.