Part of this evolution revolves around enhancing the EFM suite of products and bringing new feedback channels into the mix — like mobile. This goes beyond purely enabling the viewing of online surveys on a mobile browser. It encompasses offering mobile apps, enabling the collection of qualitative data, capturing mobile behavioral data, and even leveraging location to unearth insights about consumers. That is exactly what SMG, an EFM vendor that focuses on customer experience analytics, did by acquiring location analytics market research firm Locately. Confirmit did the same last year by acquiring Techneos to create a stronger mobile offering for its customers.