Mobile Diaries: Capturing Consumer Data in Real Time

Mobile Diaries: Capturing Consumer Data in Real Time

The lack of data gathered in real time continuously hinders brands from fully understanding and strategically working toward their target audiences. If marketers want to accurately capture the true customer experience, they must begin using mobile diaries to allow for instant feedback at the points of influence. Mobile diaries provide three key benefits that surveys and focus groups do not:

1. Higher quality: Mobile diaries provide a method of real-time recall during the shopping experience. Subsequently, no detail is lost due to the passage of time. Whereas surveys rely heavily upon recall, mobile diaries capture the details exactly as they happen in real time.

2. Greater depth: Not only do mobile diaries prevent consumers from changing details about their experiences due to the presence of a survey or focus group, but they also prevent any detail from being forgotten and omitted.

3. Greater breadth: By gathering information from the point of influence, brands are able to capitalize on consumers’ initial (first impression) responses. These responses can often incite additional ideas on how to expand, change and improve the product or service.

Investing in the brand insights derived from real-time consumer interactions at the point of influence ensures you will have everything you need to market to — and engage — your targeted consumer. Utilizing this invaluable information will ultimately make your business a successful one in the long run.

Because this article was published, a donation will be made to Reading Is Fundamental so a book can be given to a child.