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Cool, but Kind of Creepy

Cool, but Kind of Creepy

iModerate Author

Apr 27, 2011

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Whether from watching your local news, or by browsing popular websites, you’ve probably heard the story about how Apple iPhones and Google Androids are recording your every move. This morning, Apple came out publicly to deny these claims and blamed it partly on a misunderstanding.

However the story plays out, there is no denying the power of location tracking technology. The key to making it effective and not creepy is ensuring people are aware that it does exist, giving them the ability to “opt-out” and  keeping all this data away from those with bad intentions.

When I first heard this story, I immediately thought of how this technology could impact the market research industry. Imagine if respondents that are part of a panel automatically received a customer satisfaction survey invitation after they’ve visited a sandwich shop or left an office supply store? We could save a lot of time and effort by not screening individuals because we’d already know where they’ve been! The idea isn’t really farfetched as it’s already happening online and in the world of mobile couponing. For example, the ads on some web pages I view are definitely tailored according to pages I’ve already visited. Do I complain? No, I find it convenient that I don’t have to sit through ads that are not relevant to me.

iModerate Author

The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research