You'd be pretty hard pressed to find someone with a smartphone that doesn't know what WhatsApp is. In fact, for many people, WhatsApp has come to dominate the way we communicate. Launched in 2009, Whatsapp gained traction quickly as a result of its simplicity, reliability and cross-platform compatability. As one of the first apps to offer free internet-based messaging, it quickily began to replace SMS messaging, and it has stayed not just relevant but dominant, with it's user-friendly interface and lack of adverts.
In 2014 Meta acquired WhatsApp for $19 billion. At the time is was one of the largest acquisitions in the tech space, reflecting the immense potential and user base of over 600 million active users at the time. The acquisition turbo powered WhatsApp's growth enabling it to add funcation like WhatsApp Business and WhatsApp pay, and WhatsApp is now used by more than 2 billion people worldwide.
Why did Brand Jar choose WhatsApp as our prefered method of communication with consumers?
There are a myriad of reasons that makes Whatsapp just make sense for Brand Jar
- Ease of use - Whatsapp has removed some of the barriers to entry for market research. Participants don't need to download a new app, figure out a new interface, or be faced with a piece of tech that isn't going to work. They just answers some questions on an app they are really familiar with
- Multi-media capabilities - Whatsapp takes text, photo, video, even voicenotes in its stride. It ensures that participants can capture their thoughts and feelings in a way that is simple for them, and incredibly powerful for the brand that has commissioned the research and no one has to sit staring at a spinning wheel of doom while a video doesn't upload
- Higher completion levels - When the task is simple, it's much more likely to be completed. We see a much lower dropout rate than you would expect to see from participants using other survey completion methods. Preventing friction with the communication method also means participants can just concentrate on the survey, giving higher quality results
- Convenience - Participants can engage with Brand Jar surveys whenever and wherever is convenient to them. It doesn't require any additional equipment beyond their phone, which makes taking part in market research more user friendly and less daunting.
- Speed - Using WhatsApp makes pretty much every step of the research process quicker. As soon as the invitation arrives with the participant (which takes a matter of minutes), they can begin the survey. The questions clearly describe what is needed from the participant, and the next question follows seconds after the previous is completed. It makes fast turnaround of research a reality, and brands can see the answers coming into the Brand Jar platform from participants in real time.
- Reach - According to OFCOM, there are over 34 million users of WhatsApp in the UK in 2024, which is 90.3% of smart phone users. On the basis that all you need to take part in research with Brand Jar is a phone number and WhatsApp, the potential panel for your research is incredible! We know it's not for everyone, but even a single digit % of those numbers is still pretty impressive.
- Connection with younger audiences - It is notoriously difficult to get recruit and maintain engagement with Gen Z participants. We have found that the convenience and familiarity with Whatsapp has made it easier to secure their feedback and insights.
We could probably list more, but you get the gist - it's a marvellous solution!
Brand Jar's ability to utilise Whatsapp to gain consumer insights has been a game changer for the brands who have chosen to work with us. It's opened up the possibility of reaching current and future customers in a way that is convenient, effective and fast, resulting in powerful insights and positive research experiences for everyone. What's not to like!
