To win the hearts and minds of elusive mobile consumers, marketers must make critical moves from customers’ feedback quickly — before the competition does. The savvy marketers know that mobile is shaping the future of consumer research.

"Gathering direct-​customer or focus group feedback used to be tedious and time-​consuming. But with real-​time information easily available, those tactics are outdated and adversely affect the ability to make critical business decisions," Ray Beharry writes in Luxury Daily.

"Consumers access the Internet via mobile more than any other device, which dictates that using mobile is key to reaching them. Mobile surveys enable direct access to consumer opinions that formerly took months to obtain."

Business owners need and want research about their clientele and their industry segments. The AudienceSCAN study reports 2.3% of Americans intend to purchase marketing research reports to better understand their industry or customers in the next 12 months. Help them accomplish this with mobile surveys.

"About 10 percent of the $18.9 billion spent globally is allocated to online surveys in the United States alone — that is almost $2 billion."

"With so much money at stake, mobile surveys can alleviate a marketer’s pain points when it comes to influencing consumers in their micro moments with relevant content."

"What is more, by reaching customers on mobile devices, marketers can gain honest insights without interrupting everyday life."

"When someone receives a mobile survey notification and an incentive for participating, he can provide feedback on his own time, even while on the go. This allows brands to pivot more quickly and improve offerings to serve customers who are not immediately appearing on charts."

"Imagine running a five-​question mobile survey on a new ad campaign in the morning and then using that data to launch the right combination of images, video and copy to the larger lookalike audience by the afternoon. This type of instant personalization is imminent."

Business owners can make this research and marketing strategy work for them with the help of media sellers. Reps offering digital marketing services can tout their mobile market research capabilities to prospects networking events. According to AudienceSCAN data, Marketing Research Purchasers are 26% more likely than average to attend small business workshop/​expos this year.

"Moreover, half of all consumers surveyed by CMO​.com would provide brands with insight into their lifestyles through wearable data."

"In the coming months, cars, refrigerators, and even dishwashers will not only report back on consumers’ usage, but also help uncover their inner feelings and emotions with the Internet of Things. Mobile surveys are the first step toward transitioning into this new normal."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.