Unomer, a mobile market research technology company, launched what it described as an “industry-first in-app market research platform”, enabling businesses to embed surveys into apps.

Surveys can be distributed via a network of publishers, giving brands access to a large base of users, the company said, adding that businesses can target users based on profile and behavioural data.

Unomer believes analysis of survey responses together with “passively collected data” from smartphones will go a long way in explaining consumer behaviour.

Unomer spokesperson Nishant Jeevan told Mobile World Live that passive collected data includes location, operating system, network carrier, phone brand and apps installed, though which the firm creates a profile.

Also used is data from publishers about a user’s activities, such as frequency of travel or fitness regime.

Business will also get intelligence in real-time as users provide responses. To get this “in-the-moment” insight, brands can engage and reward users with gamification and in-app incentives to complete surveys.

For instance, a user can have their delivery fees waived by answering questions at the end of a transaction, or get extra points in a game.

Responses and participation in surveys increases app monetisation and in-app purchase revenue for publishers and improves usage and retention metrics, Unomer said.

Vinay Bapna, CEO and co-founder, said in a statement: “Billions of people are on smartphones using millions of apps that capture data every moment. Unomer opens up this massive network of apps for brands to reach and engage with their target audience and get real-time insights on their opinion, attitudes and behaviour.”