Accessing the already connected consumer

Interact with market research respondents in a more meaningful and engaging way.
09 November 2019
people on laptops

Managing Director, Profiles Division , Greater China

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Our main goal in research is to better understand the audiences that impact our business decisions. And to do this, it's important to reach a representative group of engaged people.

Advances in technology and their application to market research, along with the engaging nature of social networks, make it possible to interact with people in more meaningful ways.

Permission is also imperative in making this data trusted and actionable. And we can do that not only by using respondents who have explicitly given their permission, but by reaching them via their preferred touch points and tools in a language and environment that they are familiar with.

But where do you start if you’re looking to leverage innovative research methods and a connected audience? Begin by meeting them on their devices. The latest Kantar Consumer View indicates that smartphones are the most widely owned device (87%) globally. Smartphones provide an easy way to conduct short, engaging surveys designed for those devices that respondents want to take. What else can you do? Try:

  • Engaging through modern survey design techniques
  • Connecting via social platforms
  • Leveraging conversational AI

Engaging through modern survey design

How you communicate with people is key to ensuring the most considered, valuable response.

With almost 9 out of 10 of today’s consumers online via a smartphone device, designing for mobile with modern survey design techniques allow respondents to share on their device of choice, when they want. By keeping surveys short for a commuter’s convenience or gamifying your survey to keep the attention of a busy millennial, framing your questions so they are engaging and resonate with your audience encourages considered responses that are vital to building robust profiles and understanding of your audience.

Connecting via social platforms

It’s not just the way you communicate with people that creates a meaningful connection, but what platform you choose to make them on. Social media apps are used by 3 out of 4 people, according to our Consumer View, and in advanced markets like Brazil and China the rate is even higher (83% and 81% respectively). So, what better way to engage these already-active people than through social media platforms where they are already present? Use WeChat, for example.

Through WeChat, China’s most popular social messaging, media and mobile payment app (reported to be used by 98% of China’s online users), brands can connect with a highly engaged, representative mobile audience. Not only does this familiar environment deliver access to real consumers who are ready to share real opinions, it offers real-time rewards. Researchers gain a greater level of detail from respondents on the platform because it’s a trusted environment where they are already spending their time.

Leveraging conversational AI

Conversational AI provides a way to bridge the gap between qualitative and quantitative methodologies. Chatbots create a more conversational environment with respondents, enabling more in-depth feedback and greater engagement.

Consider diary studies, for example. If you’re looking for feedback about someone’s dinner routine, how much simpler could it be for the respondent to provide that information in real-time by speaking? You’re more likely to receive better detail about that person’s experience while they are in the moment cooking than you would by asking them to type a recalled memory later.

By combining chatbot technology with a social platform like Facebook Messenger and WeChat, an experience like the above example is easily accessible to a broad range of respondents. Chatbots also allow the capture of enriched data sources, such as images and videos, from people in the moment. Most importantly, it moves away from recalled-reporting and offers a window to the real-life behaviours of the consumer.

There can be a lot of moving parts when integrating technology into survey research and connecting multiple audiences – but by putting the already connected consumer first, you can find ways to simplify your research while achieving your primary research goal: better understanding of the audiences that impact your decisions.

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