We designed and built a mobile app where panelists were able to take a photograph of each piece of mail and upload it to their diary.
As mail isn’t a passive medium – you are not just watching or listening, you are actively engaging with the process of receiving, sorting, categorising and reading your mail – we knew we needed a way of collecting data for mail that would be able to cope with this level of engagement. From the start we understood that to track mail through the house recipients needed a visual reference for each letter they received. This enables them to identify each piece of mail when reporting back on their sharing, reading, re-reading and subsequent commercial actions. In short it acts as a memory prompt to refer back to when reporting on all their interactions with their mail. We designed and built a mobile app where panelists were able to take a photograph of each piece of mail and upload it to their diary. We also created a paper based entry form, ensuring we could include those within older age groups where smart phone penetration is lower. We balance the level of data we ask panelists to provide, extracting maximum insight whilst guarding against panel fatigue. Designing the app to make it as easy as possible to fill in the diary was an imperative. The diary questionnaire requires all online panelists to take a picture of each mail item that they receive and to classify it using three different attributes: Mail type What is it, an addressed, unaddressed letter, a catalogue, a magazine for example. Mail sender What kind of brand sent the mail, was it Retail, Financial Services, Telecoms or any other sector. Mail content What is the main content of the mail, is it information about products or services, is it a special offer, or a request for a donation. How panelists categorise incoming mail
This is the main dashboard, where panelists are taken to when they first open up the app on their smart phone.
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