Unomer, a mobile market research technology company, introduced an innovative and industry-first mobile in-app market research platform at the Annual Conference of American Association of Public Opinions Research (AAPOR) held on May 12-18 in Austin TX.
Unomer enables brand managers, consumer insight leaders, and market researchers to create interactive surveys that can be natively embedded in and distributed across a network of mobile apps widely used for shopping, ticketing, travel, utility and gaming on smartphones. This innovative approach gives brands access to a large base of mobile users, allows precise targeting based on user profile and behavioural data, and delivers intelligence in real-time as users provide instantaneous responses.
Analysis of the survey responses in combination with passively collected data from smartphones provides answers to both, the “what” and “why” of consumer behaviour. To get in-the-moment insights, brands can engage and reward users with gamification and in-app incentives.
Unomer surveys are natively integrated with the app flow, with smart placements and event triggers aligned with the function and design of the app for a seamless user experience. User responses and participation increases app monetization and in-app purchase revenue for publishers and improves app usage and retention metrics.
Unomer mobile in-app market research platform comes at a time when there is explosive growth in mobile advertising transforming how brands reach and communicate to their target consumers digitally. With Unomer, brands can now, for the first time, accurately measure brand lift and awareness from their mobile advertising and marketing campaigns.
At the launch, Vinay Bapna, CEO and Co-founder of Unomer said, “Billions of people are on smartphones using millions of apps that capture data every moment. Unomer opens up this massive network of apps for brands to reach and engage with their target audience and get real-time insights on their opinion, attitudes and behaviour.”
The Unomer platform was launched at AAPOR in a session titled: “Embedding survey questions within non-research apps: A method for collecting high-quality data from smartphone users?”
The session delved on the findings of several surveys conducted in collaboration with Christopher Antoun, a post-doctoral researcher specializing in mobile surveys and a graduate of the University of Michigan’s Program in Survey Methodology.
Antoun said, “We compared Unomer survey responses to passively collected data from the users’ smartphones and found that most respondents answered the questions accurately. Declining response rates and increasing costs are growing problems in traditional surveys. If this unique technology can be used by researchers to quickly reach large numbers of respondents then it would open up new possibilities for online research. It’s important to continue to investigate the opportunities associated with this approach – like using in-app incentives and augmenting survey data with passively collected behavioural and profile data.”