The first time I heard the term microfencing I pictured a miniature John Carter sword fighting aliens on the moons of Mars.
A sign of a misspent youth reading sword-and-planet stories.
For microfencing is actually just a more precise form of geofencing. In geofencing, you set an alert in an app that a customer or panelist has downloaded to notify you whenever the user is within specific GPS coordinates. Those GPS coordinates might be every Wal-Mart in the country, every Starbucks in a state, or a specific Dunkin’ Donuts in Des Moines. You can pop up a coupon or a survey when a user enters or exits the geofence, or you can just log their presence for action later. For instance, ResearchNow shared a great case study about passively logging visits to automotive dealers to update their profile data on which panelists were potentially shopping for cars.
Read more at Green Book
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Author Notes:
Jeffrey Henning
Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.
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