Smarthphone users participate in mobile surveys.

In a Knowledge Networks study using the Techneos mobile platform, close to half of smartphone owners who were asked participated in the research, sharing photos, recipes, and other “point of experience” information that provided valuable new product and ingredient ideas for the CPG client. The respondents engaged quickly, with 64% of the needed sample responding within 5 hours of being contacted, and 100% responding within 48 hours – ending the research with full compliance 3 days early.

Use of the Techneos platform to reach consumers at the “point of experience” is one aspect of KN’s QuantM mobile research suite. At a time when more timely information and improved cooperation are both high priorities for researchers, QuantM delivers an unmatched combination of the two.

In the study, smartphone respondents were asked to document their holiday baking activities in ways that go beyond conventional survey research – through capturing “in the moment” pictures, recipe sharing, and more. Of the 100 smartphone respondents, 62% provided “point of experience” pictures, and all shared recipes for the item they were baking. The result was a deeper, more nuanced understanding of why and how domestic bakers make, use, and feel about the goods they bake during the holidays.

“KN recognizes that mobile research presents an opportunity to obtain attitudes and behaviors at the point of experience, and Techneos offers the ideal mobile app solution for this work,” said Patricia Graham, Chief Strategy Officer of Knowledge Networks. “Bringing clients innovative learning that adds incremental value to their product portfolio is always a high priority for KN – and our collaboration with Techneos clearly meets that high standard.”

“KN’s inspired use of mobile apps in a research setting is delivering rich, real-time data beyond expectations,” said Sean Conry, Vice President of Techneos. “We have been able to gather multimedia captures of the products in use, personal recipes, and opinions of respondents in real time on respondents’ own iPhone, Blackberry, Android or Windows Mobile devices. This study shows that respondents are willing to share their thoughts, environment and experiences in the moment, even when in intimate family settings and for nominal incentives. We are delighted to be working with such a forward-thinking organization to get closer to the motivations and decisions made by consumers.”