MarketTools Blog

This is part of an ongoing series of blog posts on Mobile Market Research from the MarketTools Market Research team.

QR codes are gaining popularity at breakneck speed, and there is no shortage of information out there on the endless possibilities they bring marketers.  We’ve all seen QR codes (an abbreviation for Quick Response code) on things like billboards, packages, TV advertisements, bus stops, business cards, etc. as part of creative marketing plans.  (Did you know they’re also being used as tattoos and on gravestones?)

There is a major shortage, however, of tips on ways market researchers can utilize QR codes to their advantage.  Pushing QR codes out to consumers is one thing, but using QR codes to pull insights back from consumers is a totally different animal.  Here are five things every researcher must know about QR codes:

1.    Many smart phones do not have a QR code reader factory-installed.  It’s become more popular for manufacturers to pre-load QR code reader software on newer devices, but consumers with older models of smart phones must seek out and download a small program to get this functionality.  Depending on how tech-savvy your target audience is, it may be worthwhile to provide instructions about how to download a reader next to your QR code.

2.    QR code scanning tends to be self-centered – the most common reason is to get a coupon, discount, or deal.  Understand which incentive best motivates your particular market and leverage it to make a mutually satisfying “trade” with the respondent for them answering a few questions.  And remember, you have one chance for a first QR code survey impression – if you want respondents to repeat in the future, make the incentive worthwhile.

3.    Sure, QR code adopters tend to over-index as somewhat younger and more tech savvy individuals.  However, QR code scanners have a surprisingly representative user base.  Your target is not restricted to 18-34 year-old consumer in order to make good use of QR code technology for your research project.

4.    Take care to craft the appropriate “setting” in which consumers scan your QR code to link to a survey.  For a consumer packaged goods company, perhaps the code is on the packaging and you ask consumers to evaluate a product immediately after they consume it.  When possible, it can be a great idea to place QR codes in a captive area such as an auto repair shop or doctor’s office waiting room or in line at an amusement park (as Ben Langleben discussed in his post on Getting In-the-Moment Customer Feedback).  Carefully plan the setting to match the insights you are looking to find.

5.    Creating QR codes is not rocket science – you can make your own!  Try it!  Then offer the right mix of survey content and incentives and your consumer base will respond.

Jay Pluhar’s recent blog post Mobile Market Research: Getting Started On Your Mobile Market Research Journey recommended a “learning and experimentation” approach to diving into the mobile market research arena.  Using the tips above, it’s not hard to get that experiment started using QR code surveys.