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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

By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske