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SquawkAha
- 1. © 2014 Tiburon Research
Squawk Surveys
Location Intelligence for Market Researchers
- 2. © 2015 Squawk Surveys Inc.
What you get
Squawk allows market researchers to track what respondents do offline, trigger
surveys and build behavioral profiles making it easy to pair consumer feedback
with behavioral data.
• Out-of-the-box location intelligence tool.
• Algorithms to transform location into consumer behavior insights.
• Survey triggering: real-world event driven, works with any survey engine.
- 3. © 2015 Squawk Surveys Inc.
How it works
Squawk proprietary location technology is based on a
mobile app and works in the background to detect places
your respondents visit and bring short surveys right to
their smartphones.
The app collects respondent’s behavioral data and securely sends it to the
server where the raw data is processed and meaningful real-world events
and profile data points are derived.
±5% battery drain
per day.
- 4. © 2015 Squawk Surveys Inc.
Macro-location
TRACK
• Raw location data — phone’s sensors data
as recorded (not processed).
• Visits — places the respondent visited
(coordinates, date and time, duration).
• POI visits — places of interest the respondent
visited (POI name, POI type, coordinates,
duration, visit probability).
• Personal places — home, work, other
frequent places.
The app utilises GPS, WiFi, and cellular data to capture larger scale trips. City
block level of location accuracy can be expected.
TRIGGER
• Geofencing — allows to specify up to 1,000
geo-regions to monitor for entrance and exit
(coordinates, radius, duration of stay).
• Personal place triggers — allows to trigger
surveys on the respondent’s home, work or
one of the frequently visited places entry/exit.
• Scheduled triggers — allows to manually
select respondents and setup scheduled
triggers to fire on a predefined date and time.
• Shopping mission triggers — automatically
detects that the respondent is on the
shopping mission and triggers a survey.
Features in details.
- 5. © 2015 Squawk Surveys Inc.
Micro-location
Uses Bluetooth beacons to accurately
track visits to physical venues and indoor
footfall. Aisle level of location accuracy can
be expected.
TRACK
• Validated physical venue visits
• In-store department or aisle visits
• Indoor footfall
TRIGGER
• Proximity triggering — allows to trigger
surveys while in-store based on proximity to
pre-defined areas (departments, aisles…)
marked with beacons.
- 8. © 2015 Squawk Surveys Inc.
Location intelligence use cases
HOME IMPROVEMENT
A major DIY retailer is on the mission to deeper
understand the consumer decision making
process for one of it’s core target audiences.
A market research agency employs Squawk’s
unique technology to build and run for two
months an ad-hoc location panel of 150
individuals currently in a process of renovating
their homes.
Thanks to accurate visit tracking paired with
the automated same day recall surveys the
research yields unprecidently granular data on
the customer journey simply unattainable with
traditional survey only approach.
GROCERY
A grocery store chain wants to understand
what their customers do outside of their stores
and why they make the choices they do.
A market research agency utilises location
intelligence to approaches the challenge by
tracking behaviour of 1,000 grocery shoppers
during the period of 6 months.
Research objectives achieved: 1) competition
— repertoire, consumer profile, loyalty and
switching over time, 2) marketing
communication effectiveness, 3) customer
journey insights.
