In the moment research is the collection of survey information at the moment in which the consumer experience surveyed occurs. For example, asking people to rate a snack while (or immediately after) they are eating it, or describe a shopping experience while shopping. In the moment research can reveal information and detail about events that occur during participants' busy lives which would tend to be invisible to traditional, retrospective surveys.
This can be achieved through observation research, or more simply through surveys on mobile devices which – because people tend to carry their mobile devices constantly- allow us to be with our customers at the moments and in the locations that matter, at home or on the go:
- While using the product
- While consuming it
- While shopping
- When entering or exiting a location
In-the-moment research can help overcome the fact that human memory is flawed by all kinds of biaseswhen recalling facts and actions: availability, peak-end, halo effect, attention bias, confirmation bias, hindsight bias, etc...
Unless the objective of a research is to verify long term memory retention, such as is the case with communications research, in-the-moment research will be a better means to:
- Present things as they are rather than as respondents claim they are.
- Capture volatile facts and emotions, in the moment and over.
Ipsos has the capability of conducting in the moment research, either face to face, online or via Ipsos Mobile Apps.