Using Geofences to Collect Survey Data: Lessons Learned From the IAB-SMART Study
Within the survey context, a geofence can be defined as a geographical area that triggers a survey invitation when an individual enters the area, dwells in the area for a defined amount of time or exits the area. Geofences may be used to administer context-specific surveys, such as an evaluation survey of a shopping experience at a specific retail location. While geofencing is already used in other contexts (e.g., marketing and retail), this technology seems so far to be underutilized in survey research. We implemented a geofence survey in a smartphone data collection project and geofenced 410 job centers with …