Civicom Launches Mobile Mystery Shopping Tool

In the US, Civicom Marketing Research has launched a new tool called ShopTalk, to enable mystery shoppers to collect user-generated content through their mobile devices.

Founded in 2000, Civicom offers telephone and web-enabled in-depth interviews and focus groups through its CyberFacility; mobile qual research services and mobile surveys through the InSitu tool; and an online multimedia bulletin board called Civicom Chatterbox. Last month, the firm rolled out a text analytics tool with a sentiment analysis module, to uncover which product characteristics are most likely to stimulate a positive response from buyers.

ShopTalk allows mystery shoppers to make audio recordings of their observations and insights as events happen in real-time, and Civicom says feedback can be available to clients in a matter of moments.

The new solution can be used with any cell phone or mobile device, and even with land lines. Mystery shoppers need to press only one number on their mobile device to start recording their thoughts or impressions as they go about their activities, and they can also upload text, photos, videos and documents.

Shopper recordings are transferred to the firm's database where they are sorted by shopper, event, time and date. Civicom takes these recordings and produces an end product which delivers text and sentiment analysis translated into a report. This can include infographic-style images in addition to more basic spreadsheet presentation.

Web site: www.civi.com .