mobile research

Aggregating Location Data for Privacy and Profit

  • MSI

Using mobile location data to improve targeting marketing is a good strategy, but the downside is that it can increase consumer concern over privacy. What’s a better way to do it? Instead of aggregating data by home location, doing so by the centroid of brand sites visited can result in good predictions, while still maintaining individual anonymity.

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Attitudes Towards Privacy (Event Summary)


This Town Hall presented work by W2O related to privacy and COVID-19 contact tracing apps, as well as findings from an April 2020 privacy survey conducted by the ARF that included several questions about COVID-19 and its impact on how people feel about privacy, geo-location and trust. This session featured presentations by Dan Linton, Global Data Privacy Officer of W2O, and Paul Donato, Chief Research Officer of the ARF. Editor’s Note: The full summary is available to members only.

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  • Article

Optimizing Mobile Survey Research

Marketers invest $13.7 billion globally in on-line consumer research, according to ESOMAR’s 2016 Global Market Report, growing at a 6% CAGR over the last 5 years. During that same time, the number of consumers starting surveys on their smartphones has grown at a 49% CAGR, more than eight times the rate of the industry’s growth. Nearly 30% of consumers are now using their smartphones to respond to surveys. Yet survey drop-offs are 20% higher on smartphones than on a PC. (ESOMAR, 2016; FocusVision, 2017). Access the KAH

  • White Paper, Mobile Survey Research
  • Source: The ARF

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Get a “Thumbs Up” on Mobile Research


Popularity can come with a price. Although mobile survey research is increasingly popular, it often suffers from high drop-off rates. What can marketers and researchers do to reduce drop-off? This ARF-original Knowledge At Hand article identifies best practices to overcome the problem and improve mobile survey effectiveness.

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Deep Dive Optimizing Mobile Research: Speaking the Consumer’s Language - ARF ORIGINAL RESEARCH

  • Chris Bacon – EVP, Global Research Quality & Innovation, The ARF; Frances Barlas – VP, Research Methods, GfK Custom Research NA; Ryan Baum, FocusVision; Zoe Dowling, Ph.D. FocusVision; Randall K. Thomas – SVP, GfK - ARF ORIGINAL RESEARCH

Increasing number of people are looking to complete surveys on smartphones. Emojis are very thumb-friendly. Can they be used as an alternative to traditional response formats? Findings from ARF’s Original Research with GfK and FocusVision demonstrated that emojis can improve the consumer experience, reduce drop-off rates and deliver comparable data as text. But emojis don’t work in every situation.

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  • Article

KAH: Optimizing Mobile Survey Research

The number of consumers starting surveys on their smartphones has grown more than 8x the rate of the industry’s growth. Yet drop-offs rates are 20% higher than on PC. The ARF has developed guidelines to overcome this challenge and optimize mobile survey responses. Read More.

  • Article

Mobile Data Sets, Location Open New Opportunities for Campaign Effectiveness Across Platforms (Clear Channel Outdoor Americas)

In last week’s newsletter we featured the research, Getting OOH on your RADAR to Drive Growth, from the ARF Shopper Insights event in Bentonville.

To build on the conversation, this week we’re providing the article that accompanies the presentation.

Click to download: Mobile Data Sets, Location Open New Opportunities for Campaign Effectiveness Across Platforms by Dan Levi, EVP & CMO, Clear Channel Outdoor Americas.