The meteoric rise of mobile device ownership has opened countless doors for market research. Geofencing, also known as location-based targeting, is one of the most effective applications of mobile devices for conducting surveys. On a broad scale, geofencing is the creation of virtual boundaries that trigger a pre-programmed action on a mobile device when the device enters or leaves the boundary.
When there is interest in targeting respondents who visit specific locations, a geofencing survey could be the best choice to address research needs. As an alternative approach to in-person intercept interviews, geofencing surveys can be cost-effective and avoid interviewer bias.
Below are some of the best reasons to commission a geofencing survey.
Wondering if a geofencing survey is right for your business objectives?
Consider whether location plays a role in your target respondents.
Profiling Customers of a Store
A geofencing survey can be useful for observing the types of individuals visiting a location. Respondents will need to have previously opted into a panel or other survey platform for the survey to trigger. Knowing this, a geofencing effort is best completed across multiple locations to ensure a large enough sample size of respondents.
For example, a regional retail store in the Northeast U.S. might utilize a geofencing survey to create a census of its customers across 30 locations. A company has the ability to gather the demographics at both the store level and company level. The accuracy of the location targeting instills a sense of confidence that the right individuals are receiving the survey. Additionally, completion rates are high due to the relevance of the survey and inclusion of streamlined questions.
Understanding the Customer Experience
The best time to ask about an experience is when it is still top-of-mind. With geofencing, a survey can be pushed to a respondent the second they enter or leave a virtual boundary. The result is real-time feedback that has less chance of being misstated through a survey indirectly linked to the experience.
Data metrics like frequency of visits and time spent at a location can be automatically collected and offer a deeper analysis. Given the mobile nature of geofencing, there is also an opportunity for mobile ethnography. This could be leveraged in the form of a video open-end question to capture the experience in the words of the customer.
A geofencing survey can also be a critical part of Customer Experience (CX) research. For many companies, a customer's visit to the physical store location is one of the most important touchpoints in the customer journey. Geofencing has the ability to gain insight on various aspects of a particular location that could only be captured as precisely in-person.
Reactions to Advertisements
Another practical application of a geofencing survey is to understand the effect of marketing stimuli in the real world. Useful for out-of-home advertising specifically, a geofencing survey can be designed to focus on a specific billboard or public relations event in a city.
If a campaign has scattered the same advertisements across multiple locations, geofencing boundaries can be set up at each area to increase overall response rates. Individuals who enter a designated area within viewing distance of the advertisement are pushed a survey on their mobile phones. Having just experienced the advertisement, these respondents can offer earnest reactions to what they have seen.
Contact Our Geofencing Survey Company
Drive Research is a geofencing survey company in the U.S. We have the partners and expertise to successfully administer the survey and get the results you need.
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