“In today's 24-hour news cycle, traditional survey data is outdated by the time it's even collected. Traditional market research usually takes 6-7 weeks, useless for reacting to breaking news and helping brands navigate a crisis,” according to market research expert John Papadakis, CEO of mobile survey platform Pollfish.
Mobile surveying and micro-targeting are quickly becoming the industry standard for gathering market intelligence in real-time, but many brands are notoriously slow at adopting new technology, says the report. According to Papadakis, in his words, three recent scandals highlight why 24-hour market research could save brands in crisis:
1. The O'reilly Scandal: Mercedes, H&R Block, And Jenny Craig
Fearing guilt by association, dozens of brands pulled their ads from The O'Reilly Factor after the sexual harassment scandal. By running a quick micro-targeted survey on how the scandal was actually affecting their brand, they could have foreseen collateral damage and potentially saved marketing dollars.
2. The Passenger Abuse Debacle: United And American Airlines
These brands faced serious backlash over the way they treated their passengers. The way their CEOs handled the fall-out generated even more negative attention. Had they run surveys asking customers which reparations they could offer as compensation, they could have avoided boycotts.
3. The 2016 Election: The Democratic Party
Almost all the polls failed to predict the results of the 2016 election. If Hillary Clinton's campaign had run mobile surveys, it would not have been as blindsided by the final results. It would have read the sentiments of audiences traditional surveying doesn't reach, and adjusted its strategy accordingly.
For additional information from the mobile survey platform Pollfish, please visit here.