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Foursquare moves into mobile market research

In a bid to boost brand profiles, Foursquare has started asking users questions about businesses they've recently visited.

Mobile market research

Foursquare will now ask users a question about the business they've checked-in to, which users can respond to via the app. 

The categories being quizzed include food, nightlife and shops.

The questions will be brief – for example visitors to a restaurant might be asked if the venue offers home delivery. The questions won't appear after every check-in, so enthusiastic Foursquare users don't feel bombarded. 

Data capture

The data capture is intended to help businesses enhance their own profiles within Foursquare.

Currently, businesses can include information such as location and opening hours, but with additional information popular businesses will see their profiles fatten out. 

Mobile movement

Foursquare faces stiff competition in the mobile check-in space from Yelp and an increasingly mobile Facebook. 

While its user base is a healthy 35 million, check-in rates have remained stagnant. Recently Foursquare has tried to re-ignite enthusiasm for checking-in through branded sponsorships and promotions.

Will this latest feature boost Foursquare's engagement? Only time will tell. But it will almost certainly improve the profiles of the 1.4 million merchants currently on the app.

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