consumers as researchers - can mobile get us closer to consumer truths?
DESCRIPTION
Presented at the Worldwide Conference of Qualitative Research in Rome 2012TRANSCRIPT
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Qualitative Renaissance Rome 2012
Consumers as researchers: Can mobile get us closer to consumer truths?
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Smartphones and Qualitative Research
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Smartphone penetration in Australia has
reached 50%
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Using smartphones to capture a slice of life is:
Familiar, Natural, Customary
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Social networking and
recording capacities
have turned many consumers into amateur film makers/ ethnographers
And they are putting it on
YouTube!
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New platforms offer
Photo and video function
Enhanced opportunities for
mobile qualitative research
The chance to get closer to
consumers using a tool
they’re already familiar with
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This allows us to generate qualitative insightsin a timely and cost effective way…
reaching into the homes, lives and decisions of consumers
Cupboard audits, Product trials, Shopping trips, Personification and projective exploration, Market mappings
With no travel attendance and fieldwork delays
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These tools give us the best chance to be with our consumers,
over time and economically.
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Using video to explore painting projects of our
online community members
Observing the evolution of a painting project…
From procrastination…
to decision making…
to frustrations…
And finally the result!
Case Study One
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Latitude insights teamed up with Kraft foods
to trial a mobile-only qualitative research
study with Australian mums and kids
Case Study Two
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22 mums and their kids
shared their lives for 2 weeks
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Generating rich insight, not
possible to gather cost-
effectively using traditional
qualitative research
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The Benefits…
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Insights from the ‘real world’
Mobile takes research to all
points of interaction with
brand and products in true
competitive context.
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And more…
Videos of mum thinking and talking about chocolate and lollies in her own kitchen
Videos of kids arguing over chocolate
Rich detailed video footage
The benefits of in-home ‘ethnography’ with minimal time and financial investment
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Clients feel like they’ve really got to know their customers from a five minute
edited DVD
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“It was a challenge in unexpected ways. The end outputs looked
fantastic and really brought the issues to life, but getting to that point
took a lot of time and effort.
Watching all the videos I felt like I’d really got to know all the kids and
families, but I was itching to get in there and ask more questions.
There were lots of magical moments captured, but I sometimes thought
that for the management time it took I may as well have visited each
respondent. Id do it again but would reduce the tasks and the number
of participants”.
‘The Researcher’
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“Thanks so much. It was a
lot of fun. We called it the
School Holiday Project.”
“I learnt things about my
kids I didn’t know before. I
might do that $5 challenge
again to see what they do!!!”
The ‘Respondent’ Perspective
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But frustration felt when technology didn’t run smoothly…
“Please tell me how to get you this video!!!”
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Technical challenges
Respondent as ‘researcher’
Challenges for qualitative mobile research
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Despite ‘user friendly’ claims
from most providers, project
management can be a
challenge
Average consumersaren’t all techno savvy
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Videos and photos arrived…
Not being there means its harder to explain how to capture the info
As Huge Files On email/ file sharing sizes instead of via the platform
Upside down Portrait instead of landscape
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And there’s the info overload
1+ tasks a day
from 20+ mums =
350+ individual video clips and
100s of photos and SMSs
A lot a content to analyse
A lot of content to keep up to
date with
A lot of management
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We give them the questions
and have to leave them to it
And we’re asking consumers to become the researchers AND the respondent
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Kids feel at ease because they’re in their own home
And it’s mum who’s asking the questions
The benefits are ‘natural’ responses
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We’re not there to ask for more details
We often have to take the ‘answer’ as
the only answer, missing out on the
ability to probe
But it moves closer to ethnography than qualitative research
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And mum isn’t the best interviewer for kids She’s not unbiased
She doesn’t know our
objectives
She isn't a trained researcher
and can ask leading questions
“you like this one, don’t you?
It’s one of your favourites…”
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Trial your platform and all potential response types
(photo, SMS and video) with multiple respondents
Get a clear understanding upfront about how platform
will function (any limitations / size issues / memory
etc)
Keep respondent numbers low (over 20 is a lot!)
Set tasks realistically (one per day was overwhelming
for us and respondents)
Fully brief all respondents on practical elements
(angle of filming, how to save files and upload)
Check and chase up for outputs daily
Allow lots of time for editing and analysis
at the back-end
Our tips based on experience…
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To take you to multiple points of interaction with
brands and products
To capture behaviour as it occurs
To contrast what they say with what they actually do
Use mobile to go where ‘traditional’ quant can’t
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