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The Story of Swytchback
“We did the very simple hit or miss, like it or not, and we lined up exactly with the results''
Sometimes being an outsider is a good thing. Sometimes hitting a bump in the road can launch you to new heights. Swytchback’s story of determination and innovation is about growing, building, and adapting. It’s about collecting information in an era of mobile technology for specific insights data.
Swytchback is not your average insights research company. And, frankly, we never set out to be. In fact, Swytchback comes from a merchandising background and that’s what makes us so unique and effective. In our first iteration, we created an easy-to-use visual platform for a company that collected gift wish lists.
When that initial endeavor stumbled, we were left with a beautifully visual user experience and “a lot of interesting preference data,” according to Bruce Bower, Swytchback’s founder. When a friend asked if he ever considered actively seeking data rather than simply collecting consumer generated lists, he had an “aha” moment when he realized that this might be their chance to shine.
He and his co-founder and product genius Cole collaborated with their CTO Blaine to rebuild with the idea of becoming a consumer insights platform and within a year, they had the Swytchback prototype; a mobile survey platform with our hit or miss methodology. Their first pilot with Pringles tested Superbowl commercial concepts—and it worked. “We did the very simple hit or miss, like it or not, and we lined up exactly with the results'' that Pringles had collected using a larger, more expensive research company, said Bower.
With a highly visual, easy to use front end mobile experience under their belt, we began developing the complex back end experience. The advice we got from experienced leaders in the field was that traditional insight companies were too slow.
Swytchback accepted the challenge. Bower explained, we had to make a “complicated back end to sort the data correctly and output it correctly and then create a self-service platform so a user could come in and program these themselves.”
Another year of development went by and we did it. We had a way to collect plenty of quantitative data and then process that data in a fast, highly visual way. Our mobile survey platform not only effectively reached the consumer but also delivered targeted results to the insights teams who needed it. Swytchback tested the concepts and ease of use with companies like Levi’s (Europe) and Santander Bank (link to white paper) with amazing results.
Our next step was adding the qualitative data to the mix. An introduction to The Gap led to the opportunity to work with them collecting information about early concept fashion designs. Along with the visual, swipe technology and the hit or miss methodology, we added text boxes. The Gap was so impressed with their first experience using Swydgets, they worked with us again to determine product preferences.
Although Swytchback offers the freedom for each company to create their own survey independently, we also offer the opportunity to work with a specialist within the Swytchback ranks. The Gap took the chance to work with a Client Success Manager here at Swytchback who helped them create and refine their surveys ensuring top level results.
The Gap experience (link this to published Gap study) allowed for even deeper market segmentation and more targeted consumer outreach. Swytchback had provided the whole package in an app-free mobile environment.
We accepted the challenge and surpassed what other insight companies are still trying to achieve, largely because of our perspective. As Bower put it, “We didn’t come from within the industry.”
Every story starts somewhere. Swytchback’s started with their ability to pivot and recreate themselves in a smart, creative way. Add Swytchback to your story.
For fast, targeted results, reach out to us today and see how Swytchback can support your success.
Key Finding: While it is not surprising that 30% of iOS users plan not to opt-in to tracking based on privacy concerns, the good news is that 70% of respondents either planned to or were open to opting in. This means that the advertising community has an opportunity to continue to track the vast majority of iOS users provided that they communicate the benefits ad tracking provides.
Key finding: Those who are undecided on whether they will opt-in favorably view the benefits that advertising tracking can provide to them. By communicating these benefits clearly to this population, a large portion can be convinced to opt-in to retain the benefits they enjoy now.
An attitudinal issue that we specifically wanted to test was how users felt about protecting their online privacy, in order to ascertain the correlation between the importance respondents placed on online privacy to their willingness to opt-in to mobile ad tracking. Interestingly, there was little if any correlation.Respondents across the board valued online privacy more or less equally, with only a slight positive skew for those respondents who intend to opt out.
Key finding: Privacy is important to those who intend to opt-in and the undecideds. Explaining how these users’ privacy will be respected will influence their decisions, so clearly articulating the difference between tracking and privacy rights is critical.
CONCLUSION: All is not lost. 70% of iOS users are either planning to opt-in to mobile ad tracking or are open to being convinced that the benefits, which they value, outweigh the perceived concerns over data privacy. While there will no doubt be some erosion of opt-in intent based on the friction imposed by the opt-in mechanics, there is an opportunity to clearly articulate the benefits of a more relevant and valuable mobile ad-experience and preserve a significant portion of the iOS user base.
Download the report here:
