The Olinger Group has become the first company to embark on a major consumer behavior study using Apple’s new iPad. In just a few weeks, The Olinger Group outfitted surveyors in 130 shopping malls across the country with hundreds of iPads. Surveyors have interviewed more than 50,000 shoppers with iPads – finding out why they shop, when, where and how often. The project is in cooperation with mall-owner General Growth Properties, which wants to know more about shopper behavior in this new economy.
To execute this new research initiative, The Olinger Group has turned to Apple’s white-hot iPad for wireless data collection in the field. Surveyors are using the iPad to conduct dynamic in-person interviews with mall shoppers. The iPad’s large touch-screen display allows surveyors to visually walk through questions with shoppers, allowing them to read along as the survey is conducted. Data collected through iPads is monitored in real-time at The Olinger Group’s office in New Orleans via 3G wireless service. Employees can monitor completion rates and shoppers’ answers at all times. The iPad’s wireless 3G connectivity also allows surveyors to be trained simply and quickly on-location. Security concerns are also addressed by the iPad. The device can be tracked via GPS and locked remotely should it be lost or stolen.
This first-of-its-kind consumer research project allows The Olinger Group to collect high-quality data in multiple locations with more quality control than ever before. With this new capability, The Olinger Group is poised to help other retailers and consumer product manufacturers find out more about their current and potential customers.
