Capturing the Moment: A Feasibility Test of Geo-fencing and Mobile App Data Collection by Dan Seldin #CASRO #MRX

Live blogging from the CASRO Digital conference in San Antonio, Texas. Any errors or bad jokes are my own.CasroDigital

“Capturing the Moment: A Feasibility Test of Geo-fencing and Mobile App Data Collection”
Capturing “in the moment” consumer feedback in a retail environment is an exciting prospect and one that is now possible via geo-fencing. In theory conducting such mobile surveys will render accurate insights, but will consumers be willing to interrupt their shopping to take them? And what question formats work best? In addition to the presenter, this paper was authored by Gina Pingitore (J.D. Power), Laurie Alexander (J.D. Power) and Chris St. Hilaire (Mfour Mobile Research, Inc.)


  • Dan Seldin, Director, Analytical Center of Excellence, J.D. Power
  • people check their phones every 6.5 minutes
  • feasibility of geo-fencing and mobile app surveys to capture in the moment customer feedback
  • Will consumers repsond during or immediateley after?
  • Did study on high incidence grocery shoppingEmbedded image permalink
  • Survey mid-shopping had lower completion rates than post shopping
  • Mystery shop took 9 minutes longer to complete
  • Respondents found the post-shop survey was easier to take
  • No significant differences between textbox, scroll, and drop-down question types
  • Profiles on mobile responders and non-responders was the same, but mobile folks tended to be younger
  • Overall satisfaction was lower for mobile app users
  • Textbox scores are higher than drop-down/scroll scores
  • Stated checkout times increase as the distance between the experience and surveying increases [so what is the correct answer?]
  • Mobile shoppers also  took an optional picture or video of something in store
  • Must test this in other retailers – restaurants, auto dealerships
  • May not need traditional mystery shoppers, maybe research participants are the way to go
  • Need to also test low-incidence behaviours

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