Smartphone-based research tool gives real-time data to marketers

The “My Reco” solution engages with respondents via a Web portal that is compatible with smartphones. Respondents record their purchases on their mobile device and shares the data with the marketer. The results from this tool could help marketers adjust their promotions and communication strategies, making sure they run at the right time and target the right customers, particularly via out-of-home media. 

“Out-of-home media are playing an important role in today’s consumer behaviour amid a sluggish economy. 

Promotions and discount offers at points of sale now have an impact on people’s final decision to purchase a product,” Dangjaithawin Anantachai, chief operating officer and managing director of Intage (Thailand), said yesterday. 

With this new service, clients can get key insight such as consumers’ personal needs in certain periods of the day, where and when they buy products, and how to communicate with them. 

She said the results from this service would be different from conventional market research because each respondent would provide an actual real-time experience, as opposed to relying on their memory when responding to a survey. With mobile technology developed by the parent company based in Japan, the results will be immediate. 

The company plans to launch the service this month to Thai advertising and media agencies, food and beverage companies, restaurant chains, and lifestyle-brand managers. 

Though the Thai economy remains weak while consumers tighten their belts, Intage (Thailand) believes that companies will continue to spend money on market research, with average annual growth of more than 10 per cent.