<b>Vantage point:</b> Insights from cutting-edge research

Consumer recall of purchase critically linked to in-the-moment survey

Companies looking for insights into shopper satisfaction may err if they trust respondents to fall back on recall to describe in-store experiences. A comparative study, conducted by MFour Mobile Research, shows that timing truly matters. There’s a consistent difference between the truth shoppers tell about their experiences in the moment, and what they say after experiences have slipped into the recent past.

MFour fielded the same mobile survey to two demographically similar groups of 200 consumers. Using GeoLocation, members of the first group received a survey just as they left a store in one of five retailer categories. Respondents answered