using mobile qualitatively to transform insight generation
DESCRIPTION
Using mobile qualitatively to transform insight generation Kristin Schwitzer - President - Beacon Research Dana Slaughter - Principal - Slaughter BrandingLeveraging “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 Qualitatively to Transform
Insight Generation
Kristin Schwitzer Dana Slaughter
Beacon Research Slaughter Branding
Communication methods
Beacon Research Slaughter Branding
When Mobile Qual makes sense
• In the moment
• Unscheduled
• Reoccuring
• Unobtrusive
Beacon Research Slaughter Branding
Teen spenders
Beacon Research Slaughter Branding
SuperBowl watchers
Beacon Research Slaughter Branding
Shoppers
Beacon Research Slaughter Branding
Youth lacrosse
Emotional moments
Jaclyn, July 2010
This moment in particular was me and my hubby. Today’s he’s off, so we got to wake up and spend time with each other while the baby was still asleep, and I asked him if he was hungry. He said yes, so I made him a little something to eat here in the apartment . . . it’s always good to have one-on-one time with him, especially when the baby’s asleep, because I can have all his attention, then he can have all of mine and it’s definitely something that makes me feel very, very happy because I do like spending time with him alone.
Beacon Research Slaughter Branding
Benefits of mobile qual
• Greater access
• In the moment
• Immediate
• More accurate
• More convenient
• Less intrusive
Beacon Research Slaughter Branding
Pitfalls of mobile qual
• Not for everyone
• Short responses common
• Probing essential
• Behavior tracking/prodding needed
• Instructions difficult
• Interfaces not strong (yet)
Beacon Research Slaughter Branding
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
Beacon Research Slaughter Branding
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
Beacon Research Slaughter Branding
Our contact info
Kristin Schwitzer [email protected] 410.263.3934
Dana Slaughter [email protected] 214.395.8364
Beacon Research Slaughter Branding
Presented at:
Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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