As market research methodologies continue to evolve, geofencing has undoubtfully taken the industry by storm.
When used for market research surveys, geofencing allows brands to gather quick insights from their target demographic in real-time.
In this blog post, our market research company shares more details about this methodology including the definition of geofencing, its benefits, and an example of how organizations can leverage geofencing for online surveys.
As research methodologies continue to evolve, geofencing has become more & more popular. Learn more details about this methodology including the definition of geofencing, its benefits, and an example of how brands can leverage geofencing for surveys.
What is Geofencing?
Before diving into the benefits and processes of using geofencing, let's discuss a quick definition.
The Definition of Geofencing
Geofencing is the ability to create an imaginary or virtual boundary that surrounds a location. Geofences are created through GPS location devices or other location-based service (LBS) software such as radio frequency identification (RFID).
Moreover, the geofence or perimeter can be represented by a radius from a location or point, drive time from a location or point, census blocks, or custom-designed areas.
To learn more, read The Case for a Geofencing Survey.
Where is Geofencing Used Outside of Market Research?
Applications of this geofencing and lat-long targeting extend beyond market research.
Geo-fencing is used for other industries and tasks such as:
- Law enforcement
- Device tracking
- Digital marketing
For instance, retail locations like Target and Walmart are using geofencing to send coupons to customers who enter the geo-fence that have downloaded the store app on their smartphone.
This ensures coupons are sent at times when customers are near a store and as a result, may be most vulnerable to marketing.
Digital marketing agencies can also target audiences while they visit a large event, concert, or festival.
Why is Geofencing Popular in Market Research?
1. Higher Response Rates
Geofencing is a new application and growing trend in the mobile market research landscape. Due to declining response rates using other methodologies, researchers are being forced to discover new ways to collect data.
In this case, geo-fencing may be a newer methodology in market research but is arguably better, because it offers the ability to survey respondents in their true shopping environment.
Traditional methodologies may become a thing of the past due to new methodologies such as geofencing surveys. To learn more, here are 7 Reasons Driving the Collapse of Phone Surveys.
2. Data is More Realistic
Data collected through this fashion will be more realistic and forthcoming. Asking consumers for their feedback in real-time will generate better results compared to sending a follow-up survey a week after customers shopped at Target or Walmart.
The more time passes, the less their experiences are fresh in their minds.
3. Collect In-the-Moment Feedback
There are lots of benefits to conducting research with a respondent while 'in-environment'.
While it isn't as bold as Campbell's Soup Company entering the kitchens of customers to conduct ethnography (observational) research, geofencing still feels a bit intrusive to some.
The panel survey invite can also be timed to be sent after the participant leaves the store or geo-fence to ensure the shopping trip is complete before asking the participant to provide feedback on his or her experience.
Example of Using Geofencing for Market Research Surveys
Target is interested in learning more about how their customer base differs from their different retail locations across the country.
A market research company, like Drive Research, has the ability to send customers a text, email, or alert to their phone to ask them to participate in a survey while in its client's store.
This ensures the data is collected at the moment which ensures reliability and accuracy.
Recent Target shoppers are able to complete the survey and share both details about their shopping experience as well as demographic information.
Perhaps Target shoppers in New York are primarily millennial women, whereas shoppers in California are primarily fathers.
Understanding this information can drive unique marketing and advertising campaigns that resonate most with target buyers.
Drive Research is a national market research company located in New York. Our company offers a wide range of market research services such as online surveys and intercept surveys that incorporate geofencing technology.
To learn more about our services, contact our team today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX certified VoC professional with a focus on innovation and new product management.
Learn more about George, here.