Research need

Research methods using paper and clipboard in this emerging market were no longer reliable sources of information for distribution networks to gauge activity. The client needed a way to gather validated information that could be shared with the supply chain on product positioning and store location. With fixed line internet only being available in regional centres, and then only intermittently, and paper surveys being fraught with fraud, high printing, transport and double data entry costs, the client chose to use our mobile app for data collection.

Solution / Implementation

Over 4 weeks of preparation prior to the project launch, working through the unique issues that the country’s handset and network profile presents, we were able to:

• Recruit and train 49 interviewers who would use smartphones to conduct the retail audit.

• Source handsets that would be best suited for gathering information on the local network.

• Program the survey.

• Test the implementation.

• Load the survey application on to the handsets.

• Capture in near-to-real-time the GPS coordinates of 4,514 retail stores and 4,762 photographs of stores and the clients’ products on shelves. 

The mobile retail audit via smartphone was enthusiastically adopted by the interviewers over 17 days in field.

Results

Our mobile research solution offered validated data such as GPS coordinates, photo capture and survey answers on 4476 previously obscure retail stores for 47 international brands distributed in the region.

The client who had previously experienced unreliable, expensive data collection methods now had trustworthy, detailed profiles (including location, look, environment, in-store experience and point of sale competitors through text, photo & GPS capabilities of smartphones) on important retail outlets.  

The information provides a solid basis for dispatching future sales teams to sell products and guides future business planning with complete confidence.

Project spotlight

17 days in field

49 interviewers and smartphones

4,762 photos = 100%

4,514 GPS coordinates captured = 95%

280 surveys per day

Average interview = 18 min

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