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Overview of MFour Mobile Research, Inc's Survey App: Survey On The Go

Mobile market research apps are such an exciting prospect because of the added functionality that they offer. The app whose features I discuss below is called Survey on the Go and was created by MFour Mobile Research, Inc. I chose to research this app because when I was searching in the Google Play Store, it was one of the highest results and it looked the least like a scam.
mobile marketing research app: thumbs up or thumbs down
Is this mobile marketing research app as good as it claims to be?

Survey on the Go App - Advanced Mobile Marketing Research

According to their listing in the Google Play Store, their unique value proposition is that the reward for taking their surveys is cash, not points. The only purpose of the app is to complete surveys and get rewards. The app does not offer any other functions.

Features & Functionality

Using the mobile marketing research app in a Starbucks
An advanced mobile marketing research app is best used on the go, while the participant's memory is still fresh.

According to the MFour Mobile Research website, they have the best panel available for mobile market research. One reason is their location-based targeting that allows for surveys to be taken when a panelist is on location. They claim that historical location data adds to how they target their panelists for surveys. This, in addition to the behavioral data they collect, allow for an accurate profile of the app’s users. All of this contributes to how highly customizable their surveys are.

Some of their claims of features and functionality sound less fancy and technology based but are important aspects of advanced mobile, nonetheless. This includes how many users they have which they claim is very “representative of the united states by region, education, marital status, household, ethnicity, and smartphone population for age”. They verify information on sign up and then again when they take a survey. I consider their claim that they have a 95% completion rate on long surveys to be the most impressive feature.

Limitations

Bad reveiws for this mobile marketing research app on the Google Play Store
Panelist reviews on the Google Play Store that show that the Survey On The Go app is not perfect.

A few user reviews mentioned running into an error that I think calls into question how accurate and reliable the Survey on the Go app’s qualifying is. The users describe being qualified for a survey, working on it for 10 min, and then suddenly being booted from the survey with the reason being cited as “you don’t qualify for this survey.” This doesn’t automatically mean that all the screening that the app does is faulty or incorrect. But when using the app for research, a company might question how accurate the results are.

Another limitation is how much phone battery the app uses even when not being actively used by the panelists. This was another issue reported in the reviews in the Google Play Store. Even though this doesn’t have a direct link to the validity of survey results, it could limit how functional the app is. If panelists’ phone die while they’re out living their life, then the location-based targeting is useless. They won’t be able to be tracked and they won’t be able to give the in-the-moment responses that location-based targeting is useful for.

Conclusion

mobile marketing research app: thumbs up conclusion
My overall impression is that this mobile marketing research app is great.

My personal conclusion is that this app is great despite its faults. These issues likely aren’t very pervasive, otherwise this app wouldn’t be so popular and successful. If I were to design as mobile market research app, I would likely focus on achieving a similar level of customizability and ease of operation.



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Gabrielle G.
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Location: Michigan, USA

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