Digitization is rewriting the rules of competition, with incumbent companies most at risk of being left behind. Incorporation of technology in business has become a necessity and no longer a choice for any business that is to remain relevant in this Information Age.
What technology incorporates in today’s world is too diverse for me to do to break in a single article but one thing does stand: You must apply technology, regardless of the size of your business , be it a kiosk or a multinational conglomerate.
That said, today we will look at a new innovative way to do market research.
Founded by Kenfield Griffith and launched in 2012, mSurvey uses SMS and mobile messaging to empower conversations at scale, unleashing powerful market and consumer data from emerging markets.
The innovative Nairobi-based startup that is disrupting the global research market and bringing high quality, on-demand consumer data from hard-to reach communities out of the shadows. Over the past decade, as emerging markets leapfrogged into the digital age, the number of mobile phones has dramatically surged.
mSurvey is a mobile first company with a simple yet sophisticated research platform that leverages SMS and mobile messaging technologies to power direct, one-to-one conversations at scale – on any topic, at any time and with any local audience. This dynamic, interactive and unfiltered communication channel delivers incredible insights from real people – from the largest cities to the smallest villages – in real time.
From helping a company better understand coffee drinkers to enabling HIV/AIDS prevention research,is helping identify societal needs and opportunities and measure the impact of their investments.
How it works: Real Insights from Real People in Real Time
Using mSurvey’s intuitive web interface, users can design structured conversations, similar to customized bots, and push survey questions as chats to the mobile phones of a targeted, local audience or a random, diverse population – whether it’s one, one thousand or one million. Responses begin to roll in within minutes, and as mSurvey aggregates, assess and analyzes them in real time, users can view trends and takeaways illustrated on a visualized data stream.
To meet specific market demands, mSurvey has three distinct product lines:
- The Voice of the Customer: Businesses – big and small – can interact and engage with customers in one-to-one conversations at scale, delivering invaluable, on-demand customer insights. Safaricom is engaging its 25 million customers, powered by mSurvey.
- On Demand research: Entrepreneurs, students, businesses, NGOs, journalists, governments and virtually anyone can get real-time feedback from a random audience on any topic – from gauging consumer behavior and reactions to breaking news to political views and pop culture perspectives.
- Health and Academic Research: Health and academic researchers can monitor, track and analyze rigorous, personal and sensitive data in real time, overcoming the challenge of face-to-face bias and lack of access to individuals in remote areas. Using mSurvey, Harvard University is able to gain valuable insights into HIV/AIDS risk and prevention in Uganda.
Creating new markets
Offering a powerful incentive to participants, mSurvey integrates directly with local telecommunications companies, enabling them to immediately reward survey populations with mobile credits to offset the cost of mobile phones. The proof is in the pudding – mSurvey boasts an average 60 percent response rate – tripling that of traditional surveys.
As messaging apps eclipse social media in active users, the future of connection is conversational commerce and mSurvey is leading the way as a pioneer in emerging markets, capturing deep local knowledge and information in minutes by sustaining an ongoing relationship built on trust and driven by consumer culture.
Unlike largely ignored, unsolicited spammers, every mSurvey consumer opts into the global conversation, taking the time to share their insights as a seamless addition to their everyday mobile messaging and chatting experience.
Headquartered in Nairobi, Kenya, mSurvey powers conversations in more than five countries in Africa, Asia, Latin America and the Caribbean, including Kenya, South Africa, the Philippines, Jamaica and Haiti, with plans for continued rollout across the globe. Regional offices are located in San Francisco, USA and Trinidad and Tobago, in the Caribbean.
mSurvey has attracted global investors including Silicon Valley’s Cross Culture Ventures,the Caribbean’s Alpha Angels and Safaricom’s Spark Venture Fund. Early angel investors also include Ashish Patel, Managing Director, the Abraaj Group; Steve Tamm, CTO, Salesforce; Susan Kimberlin, Partner, Backstage Capital; and Bob McNeel, CEO, Robert McNeel Associates. And since 2012, mSurvey has already attracted some of the most well known brands in Africa and across the globe as customers including McKinsey, Airtel, Safaricom, Harvard University, Acumen, Digicel and others.