The 10 advantages of Potloc consumer studies
Let’s be frank: everyone hates surveys. Consumers don’t have the time (or the interest) to give you feedback. So how on earth does POTLOC miraculously convince thousands of consumers to participate in their surveys every day, without offering any rewards?
Here are 10 reasons why you should use the POTLOC method to conduct your surveys.
1 — We survey consumers according to their availability.
Phone surveys disrupt and catch consumers in the middle of their daily lives. Instead of keeping them hostage over the phone, we distribute our surveys when participants are more available.
On average, people spend around 41 minutes on their Facebook app every day. Over ten times a day, someone will take out their phone and scroll through their newsfeed while waiting for the bus, in line at Starbucks, or during any other of the many lulls that pepper daily life. We distribute our surveys on their newsfeeds: the place where they will be the least disrupted.
2 — Participants openly give their opinions
Our participants are genuinely interested in our surveys’ topics, which is hard to achieve with other survey methods. Respondents aren’t paid nor rewarded for giving their opinions. They are intrinsically motivated because the subject matter pertains to the retail and commercial spaces in their local area. Our surveys reach them on a personal level.
In 2017, according to the downtown and business barometer, 78% of citizens claim they would like to be consulted about and be involved in their neighbourhood’s construction. 89% of citizens harbour a sense of belonging towards their neighbourhoods, and 97% believe this strongly depends on the local commercial offer.
3 — Our surveys are hyper localized
Our consumer studies only have value once they are placed within a specific geographic context. Our algorithms allow us to target consumers within a specific catchment area. We can survey on a national level, and we can hone our target down to within a 1km radius, depending on the retailer’s needs.
Next, we gather information pertaining to the participants’ home locations, cross-referencing that data with their shopping habits. This allows us to access pertinent insights to a commercial space and the way consumers access it.
4 — We survey non-clients
Our methods allow us to target every kind of consumer profile within a catchment area, whether they are non-clients, previous (i.e. inactive) clients, or regular clients.
Among these different customer profiles, specifically investigating non-clients can lead to exciting acquisition strategies that are tailor-made for the retail industry. Targeting consumers who don’t shop at a particular business can reveal the reasons behind their lack of interest.
5 — Our surveys are democratic
Our surveys are widely distributed and provide an opportunity for a large part of the local population to express themselves. For example, when targeting an area of 72,014 residents who reside in or near Victoriaville, we were able to engage 40,279 participants. Over half – 55.9%—the population was given the chance to provide their unique opinion.
In a separate survey we conducted for a clothing brand, the sheer volume of participants was truly extraordinary. The campaign gathered 1,443,838 unique views that generated 50,430 clicks (a click through rate of 3.5%) for a total of 9,200 respondents. With large samples such as this one, we are able to cross-reference multiple variables without altering the quality of the statistics.
6 — We are able to access hard-to-reach populations
Traditional survey methods allow companies to reach citizens who are retired or unemployed—those who “have the time” to respond—but struggle to attain younger generations.
In comparison, the penetration rate for social networks allows us to survey the entirety of a population, whether we’re targeting specific sociodemographic backgrounds or particular locations.
For example, below is a list of Facebook users in Canada, as of 2017:
- 95% of Canadians internet users aged 18 to 24
- 94% of Canadians internet users aged 25 to 34
- 92% of Canadians internet users aged 35 to 44
- 83% of Canadians internet users aged 45 to 55
- 75% of Canadians internet users over the age of 65
We are able to target retired citizens (in one of our studies for a real estate property development for seniors, we succeeded in surveying citizens over the age of 65, exclusively) as well as Millennials and active shoppers of all ages.
7 — We provide better qualitative data
A 2009 study by Chang and Krosnick demonstrates the superiority of comments given online versus those given over the phone. The study suggests multiple explanations for this, including the pressure an interviewer can involuntarily impose simply by waiting for the participant’s answer.
Online, participants are typically alone, answer the questions in private, and respond when it’s the most convenient for them. They can take all the time they need.
We gather good-quality feedback then use our algorithms to categorize the results in order to extract pertinent and relevant information.
8 — We eliminate social desirability bias
What will he think of me if I request more fast food restaurants?”
Thought a consumer, caught off guard by an on-site survey when exiting the shopping centre.
Social desirability is the cause of this famous bias. When studies implicate another human, respondents have more of a tendency to nuance their answers to please the person conducting the survey and to make themselves look good.
In our surveys, every answer is anonymous and impossible to trace, so each answer accurately reflects the participant’s behaviour as they’ve described.
9 — We offer consumers the chance to form an engaged panel
At the end of our surveys, we give respondents the chance to stay informed on future developments relevant to their contribution. Thus, we are able to build a panel of participants who are particularly invested, ready to be contacted as developments progress.
As a POTLOC client, you would be able to ask these respondents follow-up questions up to 6 months after they’ve completed the survey, so you can measure the evolution of their satisfaction towards your project.
10 — Our price per respondent is hyper competitive
In addition to the quality of answers we procure and provide, our method is currently the only one on the market that facilitates surveying large population samples at the lowest cost.
So, what are you waiting for?
By Jérémie Caussin