The Kinesis team is just back from exhibiting at the ARF Re:think 2011 Convention in New York. What was HOT for Kinesis at ARF?  QR codes.

Kinesis recently unveiled built-in support for QR code generation that enables respondents to take a picture of a displayed QR code with their camera phone and immediately trigger a mobile survey. The QR codes posted on the Kinesis booth signage drew a lot of attention from among the ARF attendees, and rightfully so.

QR codes are gaining in popularity for all aspects of advertising and marketing.  Retail stores and restaurants can recruit for feedback and offer promotions in real-time as their establishments are being patronized. Magazine and signage advertising can easily provide readers with access to additional product information. Business cards can be used to direct prospects to the company website.

For market research, QR codes are easy to implement and solve many invitation issues for mobile surveys. Often companies desire to capture experience feedback in the moment, but cannot find an easy way to get the survey invitations out to respondents.  If a researcher wants to capture responses from commuter train passengers while they are riding the train, as an example, how does he or she deliver the invitations in real-time?  There is no way to know the phone numbers of those riding the train at any particular time, but there are some invitation delivery options:

• Post a short code for SMS reply that returns a survey link.  Implementing this option may take up to six weeks to obtain the short code, and entails usage-based costs for each use of that code.
• Develop a custom mobile app.  This option could include a survey component, and also offer value-add in the form of an easy way to update schedules, etc., however the app’s availability must still be communicated to passengers and they would have to download the app before using it. Plus it requires significant development time and cost.
• Post a QR code that, when scanned, immediately directs respondents to the survey invitation.  This option can be implemented very quickly simply by generating a code (using one of many free online tools) and posting it on signage inside the train.  To scan the QR code, respondents must first install a free QR code reader app on their phone, but simple instructions for doing this could be included on the signage as well.

QR codes accomplish the same goals as short codes – but eliminate the expense – and they are quickly gaining in popularity.  A recent MGH study found that 32 percent of surveyed smartphone users indicated that they have used a QR code before, and 70 percent said that they plan to use a QR code again or for the first time. Clearly QR codes have the potential to vastly increase the reach of mobile market research. Good thing Kinesis is ready – today.