Wally Balden, director of Internet Research for Maritz Research, has rocked my world.

What would happen if you could understand what your customers are thinking while they are at your location? Well, next time you’re shopping, be sure to have your cell phone turned on because some of today’s companies may just be trying to call you for some market research.

Mobile data collection – or mobile market research – can help you to connect with your customers in new ways and learn what influences their buying decisions. In fact, while they're in your store, you could ask them about their experience? Or if they plan to return? And what if you had the power to act immediately on this information?

The scenarios this methodology could be applied in are tremendous, but the technology does have its limitations. Right now, you're limited pretty much to text messaging, some users have to pay per message which pushes a cost to them to participate, the user profile is going to skew to a younger age, and you can't get too crazy with question types. But the potential for reaching people at the point of experience is huge.

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Today's guest was Craig Nelson, CEO of iCentera -- they're a company that provides on-demand Web portals for companies who want to increase customer loyalty and 1:1 communications. Craig was a guest on the show back in February 2007 as well.

First, let me say this guy makes a good case for Web portals. Each time I hear him speak on the subject I become more and more convinced that this style of communication is really a tangible asset to a company. My only complaint is that the benefits seem to be really ideal for B:B companies and not as well developed for B:C.

Just think about it. Your company takes it top 10 B:B accounts and creates a Web portal for each one. You now have an open dialogue that is bi-directional, discussion-based, allows for regular updates and information flow, and shares out all types of media and documents. AND, this is where I get excited, the synergy between all those ideas and people sharing is compounded and maximized. Immediately, I can see a benefit here for my company and the PR firm we work with. This type of tool would take all the email back and forth out, it would document ideas shared, and it would serve as a repository for all the media stuff we have to send each other. This would be bottom-line, realtime savings for me each day not to mention the potential of increased press and accurate messaging going out.

iCentera has more than 65,000 portal subscribers and more than 2,000 companies using them. If you want a deeper relationship with your business customers -- one that might create barriers to exit and thus withstand competitive offers -- then you should consider how 'portals for mortals' can help.

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