Mobile market research tech firm, Unomer, has unveiled its mobile in-app market research platform at this year’s Annual Conference of American Association of Public Opinions Research (AAPOR) in Austin, Texas. Touting it as an industry-first, the firm lets brand account managers and market researchers create their own interactive surveys that can be embedded and distributed across its network of mobile apps. Advertisers get access to mobile consumer profile and behavioural data across shopping, ticket, travel, utility and game apps, and can receive instant answers to their surveys.
Unomer unveils mobile in-app market research platform
In order to get users to participate, marketers can offer incentives and rewards such as vouchers or in-game rewards.
Unomer says that surveys are natively integrated with the app flow to allow for smarter placements and event triggers that are aligned with the design of an app. This makes for a smoother user experience. Participation ultimately should drive monetisation and in-app purchase revenue.
Vinay Bapna, CEO and Co-founder, Unomer, says:
“Billions of people are on smartphones using millions of apps that capture data every moment. Unomer opens up this massive network of apps for brands to reach and engage with their target audience and get real-time insights on their opinion, attitudes and behavior.”
At a time when the mobile ad market is being flooded and marketers are in need of new and innovative ways to engage consumers, Unomer’s market research solution appears to be a good step forward to help more accurately measure a campaign’s effectiveness on brand lift and awareness.
Christopher Antoun, a Post-Doctoral Researcher specializing in mobile surveys and a graduate of the University of Michigan’s Program in Survey Methodology, adds:
“We compared Unomer survey responses to passively collected data from the users’ smartphones and found that most respondents answered the questions accurately. Declining response rates and increasing costs are growing problems in traditional surveys. If this unique technology can be used by researchers to quickly reach large numbers of respondents then it would open up new possibilities for online research. It’s important to continue to investigate the opportunities associated with this approach – like using in-app incentives and augmenting survey data with passively collected behavioral and profile data.”