MKOR has conducted market research for Fircona to identify opportunities for developing a mobile application that synchronizes in real time with TV commercials, thus creating a direct link between the ads and the brands promoted.
Thus, app users could interact with commercials, brands, and TV shows, benefiting from special offers and facilities.
The main objectives of this research were:
- Identifying TV consumers’ behavior during commercial breaks;
- Determining the availability of consumers to download and use the app;
- Identifying the factors that motivate the use of the app (such as rewards, other services);
- Determining the degree to which users would be interested in the app’s functionalities.
Relevant Information from Consumers
With the help of data collected by MKOR, our client has found relevant information regarding:
- Access to and use of personal online-connected devices;
- TV viewing habits;
- Habits of spending time during advertising breaks;
- Respondents’ interest in a certain type of app.
Targeted Market
- Romania, Bucharest
Used Methodology
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MKOR Studies in the Context of a Dynamic Market
In the context of rapid changes and constant uncertainty, adaptability and flexibility become key to the success of any business or service. We understand that in a world of constant change, quick access to updated information can make the difference between being prepared for market trends and being left behind.
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