Marketing research must be carried out to understand the mobile usage patterns of intended users, to segment the target market and further identify different user personas, and to create use cases based on personas and their mobile usage patterns.
Understanding mobile usage patterns include analyzing many factors including the following:
- The location of mobile device usage—at work, at home, and while traveling
- The type of mobile internet used—wi-fi (home, work, or public) or mobile data (2g, 3g, 4g/LTE etc.)
- The primary reasons for mobile device usage—checking e-mails, playing games, interacting on social media, browsing information, reading e-books, making purchases, and so on
- The mobile platform used and corresponding operating system version
- The mobile device used—tablet or smartphone
- The most frequently used apps
- The frequency and duration of usage
- Interaction with other electronic devices—pcs, laptops, projectors, tv's, and so on
Marketing research may also be used for gauging user response to a prototype or final mobile app or site before it is launched. Marketing research can also help identify the most popular or most promising mobile app development technologies to help the digital marketing team decide on a particular development method.
Here are two examples of Marketing Research:
- Online meeting, web conferencing, and video conferencing companies have now created mobile and tablet apps to add value and enhance user experience when attending meetings on-the-go. Effective market research on various factors including technology, mobile Internet requirements, operating system versions, and so forth, has helped these companies create apps that are well suited for this purpose. As a result, user experience, as well as feedback on these apps, is positive.
- The increase in the usage of mobile technology has forced newspapers and news channels to create mobile sites or apps to update consumers on the latest news items and provide up-to-date information on-the-go, such as changing weather forecasts, traffic updates, or current local events. Market research was carried out to identify different persons and to create use cases to understand customer mobile usage patterns. This research has helped these companies to adapt to this changing market trend using apps or sites to enhance the customer experience.
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