Introducing Mobile GeoStories, On-Location Interviewing

Last week, researchers came a little closer to the holy grail of qualitative research:  standing with consumers as they make the purchase decision.

20|20 and Doyle Research announced GeoStories, a new service utilizing geo-location technology to identify consumers at the point of purchase and interview them.  The research service combines a mobile geo-location panel with 20|20’s proprietary screening technology and mobile interviewing software into a single seamless research service.  GeoStories is an integrated, three-step process:

  1. Through geo-location, 20|20 identifies consumers at specific places, such as a store.
  2. Respondents opt-in and complete a short screener.
  3. Qualified respondents are immediately contacted by a researcher for an on-the-spot qualitative interview.

The entire process requires just a few minutes so multiple interviews can be conducted in a single day.  The total time from initial project design to completion is dramatically shortened.  GeoStories is fast and accurate since respondents discuss current or just-completed behavior.  They no longer rely on memory to inform the researcher.

The GeoStories methodology was a collaborative effort with Doyle Research.  Kathy Doyle reached out to 20|20 asking for a solution to a very specific client problem.  The 20|20 team brainstormed available resources and potential solutions and developed a service combination to meet the client’s needs.  The initial project went so well, Doyle and 20|20 decided to collaborate to develop a process that can be replicated with many different products and research needs.  Thus, GeoStories was born.

Sometimes innovation means developing a ground-breaking new product.  Sometimes, it is just using existing resources to solve a real problem.

One Comment
  1. This is a fantastic resource! All too often, memories are colored or cloudy, and memory-based feedback is not surprisingly somewhat less than precise. Contacting customers at the point of purchase eliminates much of this fuzziness. I am curious though, as to the types of incentives – if any – that companies using GeoStories will offer participants. Consumers increasingly face barrages of survey requests throughout the day, from banks, credit card companies, department stores, and the like. Getting them to respond to a request from GeoStories really does seem like the next best thing to standing with them in the store, but the challenge may be in finding ways to convince them to participate.

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