using mobile qualitatively to transform insight generation | schwitzer $ slaughter @ mrmw 2011
DESCRIPTION
Leveraging “in the moment” capabilities of mobile research for insights generation. Evaluating the benefits and pitfalls of using mobile for qualitative research. Giving examples of successful implementation of qualitative research across multiple mobile platforms. Discussing the future of mobile research: what can we expect in the coming years?TRANSCRIPT
Using Mobile Qualitativelyto Transform
Insight Generation
Kristin Schwitzer Dana Slaughter
Beacon Research Slaughter Branding
Communication methods
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When Mobile Qual makes sense
• In the moment• Unscheduled• Reoccuring• Unobtrusive
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Teen spenders
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SuperBowl watchers
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Shoppers
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Youth lacrosse
Emotional momentsJaclyn, July 2010
This moment in particular was me and myhubby. Today’s he’s off, so we got to wake upand spend time with each other while thebaby was still asleep, and I asked him if hewas hungry. He said yes, so I made him a littlesomething to eat here in the apartment . . .it’s always good to have one-on-one time withhim, especially when the baby’s asleep,because I can have all his attention, thenhe can have all of mine and it’s definitelysomething that makes me feel very, veryhappy because I do like spending time withhim alone.
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Benefits of mobile qual
• Greater access• In the moment• Immediate• More accurate• More convenient• Less intrusive
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Pitfalls of mobile qual
• Not for everyone• Short responses common• Probing essential• Behavior tracking/prodding needed• Instructions difficult• Interfaces not strong (yet)
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Our recommendations
• Use mobile as part of a hybrid design – not alone• Give concise yet specific instructions• Avoid rapid action requests• Allow varied response types• Send reminders often and redirect as needed
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The future of mobile qual
• Top focus of tech providers– More app-based solutions– Easier and more advanced UI for researchers– Greater integration with other tools
• Increased consumer acceptance• More GPS location / promotion research
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Our contact info
Kristin Schwitzer
Dana Slaughter
Beacon Research Slaughter Branding