Startup based in Nairobi m Poll transforming the way entrepreneurs conduct market research by leveraging mobile phone messaging technologies to extract previously unobtainable data from the growing community of cell phone users around the world.
CEO and founder of mSurvey Kenfield griffith Recount Face2Face Africa that the technology is designed to disrupt the global research market by bringing out of the shadows high-quality, on-demand consumer data from communities hard to reach through mobile phone surveys.
âThe problem that mSurvey solves is to connect the invisible consumer in emerging markets. This gives businesses in these markets the ability to engage these consumers at scale through mobile messaging agnostic, âGriffith said.
Griffith added that the startup is already transforming the way businesses, entrepreneurs, governments, foundations, nonprofits, healthcare and academic researchers do their day-to-day operations by enabling them to make informed decisions.
Create new frontiers
By giving businesses and other organizations unprecedented access to the high integrity data of the emerging world, mSurvey enables them to interact more effectively with their target markets and identify the needs and opportunities of the company.
With new technology, mSurvey can capture the voices of consumers on the streets – from the largest cities to the most remote villages – offering businesses new ripe business frontiers..
According to Griffith, the response to mSurvey so far has been overwhelmingly positive, with an average response rate of 60%, which is three times that of traditional market research methods.
Thanks to the information available on the platform, companies are able to measure the impact of their investments on different communities and make the necessary adjustments.
âThe response has been transformative, because before mSurvey, businesses and organizations tried to fill the data gap by using pen and paper, person-on-the-street methods or traditional survey tools that are expensive,â long, subject to low response rates, and largely unreliable, âsays Griffith.
Inspiration and future
As a doctoral student at the Massachusetts Institute of Technology (MIT), Griffith investigated how computer-aided design (CAD) and manufacturing could streamline automation and development when he launched mSurvey in 2012.
At the institute, Griffith spent months experimenting with geometric models, calculations and algorithms, with the mSurvey idea proving to be quite complex.
After facing several setbacks, Griffith set out to reinvent the way information informs decisions, solving a problem he and most future entrepreneurs and companies in emerging markets face: a lack of actionable, credible data. and contextual.
Instead of running the company in Boston, where he was educated, or the Caribbean, where he grew up, Griffith chose to establish mSurvey in the heart of his first target market: Nairobi, Kenya.
He has assembled a team of talented local staff and alumni of MIT with decades of combined experience in research, mobile telecommunications and technology.
âIn 2016, mSurvey completed its seed funding cycle led by investments of Safaricom [Kenyaâs largest telecommunications company], Silicon Valley‘s Intercultural companies, and the Caribbean Alpha Angels (supported by the Blank group‘s Branson Entrepreneurship Center), âGriffith says.
“It was alongside angel investors from Selling power, the Abraaj Group, and others.”
The company is now open to partnerships with potential investors across the African continent and other emerging markets, such as the Caribbean, Latin America and Asia.
Learn more about mSurvey here: