The use of the ipad in and for qualitative research by Frank-Thomas Naether Presented at Merlien Institute's Qualitative Consumer Research & Insights Conference 2011 6-8 April 2011, Malta More info at: www.merlien.org

1. The use of the iPad in and for qualitative research
QCRI – Malta 07th April 2011

2. Overview
Background
Implications for research
The iPad as a tool for qualitative research
Outlook

3. It‘s a digital world
People live digital and online.
People use digital devices.
Since the launch of the iPhone digital communication
devices have become a constant companion and are used
for all aspects of everyday life.

4. The classic PC era ends
As a mobile phone is not anymore only a mobile phone so is and will be the
change on the (personal) use of computers.
Digital mobile devices are a part of everyday life and replace classic PC.

5. More than just a new device
40 million iPads to be producted in 2011 (compared to
15 million in 2010).
And this is only the iPad. Other tablets are/will be
launched on the market soon.
Tablets are and will be changing the personal use of
the internet.

6. Change from stationary to mobile
Mobility out-of-
home
Mobility in-home
Natural
environment
context
And often a more
relevant context

7. Role of the PC and the Internet are changing
The era of classic web- and computer based (qualitative)
research will end.
Market research via Internet = online will be even more
important and relevant - but used in a different way.
It makes a difference if you have to go
where your computer is or if your
device/computer is where you are.

8. Why the iPad?

9. Intuitive interface
Closer to and closer with the respondent.
Even small children can use it.
Apps help to get a better access and are tailored for the use
with the iPad.
Using one of the most versatile tools we have : your fingers.

10. Embedded into everyday life
Seamless integration into personal lifestyle.
Main usage of the iPad is in a private context ...
At home – 80% of the usage of the iPad is private
In the evening - taking the time and having the time
For everyday routines
Read, search, play, inform, communicate, purchase ...

11. Higher involvement of the respondent
Far beyond from just being another functional
technical device.
The iPad is a personal tool (much more so than a
PC/laptop).
It‘s a piece of fascinating technology.
Respondents have fun using the iPad.
This might wear out as an effect but will remain
relevant.
People love their iPad (or tablet).

12. Why?
The iPad, as soon as you have it, becomes part of the daily
lifestyle and routine.
„It has become a part of my life“.
Regardless of the age.
An easy to use and simple piece of technology that makes
technology (more) tangible.
Allows easy creation of ways to express yourself in a creative
way.
Allows respondents to be creative.

13. Interactivity anytime and anywhere
Online
Flexibility
Time and place
Provision and update of content
GPS
Tracking (legal issues)

14. Importance for marketing (and research)
Tablet use will be ‚established‘ in the future.
iPad to become more and more important for marketing and
communication.
Relevant and important as a tool and a subject for research.
Tool and subject are one

15. a. Mobile
b. Creative
c. Authentic
Best pre-conditions to allow creative
insights/response and better, richer and
more versatile ways to express opinions,
attitudes and insights.

16. Versatile
Full access to the www.
Paperback-sized display.
1024 pixel pages can very well be read and create a very realistic
environment.
Images (viewing and re-viewing, editing, shooting, screenshots).
Audio/Voice.
Video (play back and record).
Sound.

17. Multimedia interviewing
In a direct and intuitive way.
With possibilities that are beyond current technologies.
Combining allows more creative response and input.
Different to providing and responding on a PC or Laptop.

18. Expanding target groups and samples
Easy and intuitive use.
From 3 years up to ? years.
Positive about the use of the iPad.

19. Activities and tasks
Behaviour
Journals and diaries
Reporting and commenting
Capturing moments
Understanding the context
Photos and videos (of myself or to explain the context)
Expressing
Collage
Storytelling

20. New possibilities by adapting to tablets
Brainstorming
Updated
content
Drawing
Polls &
Surveys
Mapping
Collage
Adaption into digital could create richer input

21. Using apps
High quality and allowing good results
Collages
Use of own photos
Photos from the largest photo
library in the world!
Brainstorming
Drawing - the most natural and
direct way: with your fingers!
Creativity is a great motivator.
Saving and mailing
Can be used as incentive

22. Mobile research
Specific tools and solutions
(e.g. Revelation Mobile,
QualVu and more to come)
Street surveys
Face-to-Face interviews (for
practical reasons)

23. Smaller scaled quant-/web surveys
Use of the iPad as a client
Via Web
Specific clients (e.g. via
Polldaddy app)
Ideal for
Smaller scaled web-surveys
In face-to-face interviews and
focus groups
iPad can be used by moderator as
well as by respondents themselves

24. Face-to-face video conferencing
Much more effective compared to paper and pencil and with
regards to data entry.
Can make the interview a multi-media event – allows to use a
bigger set of stimulus material; e.g. video etc.
Screen-sharing and screen shots.
Material can be modified easily if necessary – real-time or from a
remote location.
Rotation and skip patterns are embedded.
Allows control for the researcher.

25. Online questionnaire interviewing evolves
Can record voice or video in questionnaires with open-ended
questions (instead of writing the response).
Allows real time video online interviewing.
Respondents use and evaluate products where they would
normally

26. In classic qualitative research
Group discussions, workshops
Pre-tasks
Questionnaires
Provision of stimulus material
Use in groups

27. A ‚rich‘ way of conducting groups
Results (polls, surveys, brainstorms etc.) in real-time - can be
used straight away.
Facilitates individual work
More control
E.g. bei sizing images due to their importance
Better and more easy analysis
Word analysis tools
Easy printing of respondents input

28. Practical issues and limitations
No Flash (iPad; not Android).
Limited mobility.
Size.
Weight.
Battery life.
Bandwidth (no online access out of home)
Lack of physical keyboard might be irritating (but it works better
than expected).

29. More (but however) limited mobility
Due to its size only in certain ways relevant as a mobile research
tool
Main usage of the iPad is at home
Used differently than a PC or laptop
E.g. surfing the web, media consumption (newspapers,
magazines), searching for information, social media, email.

30. The iPad as a subject of research
App testing
Testing of marketing and communication activities via the iPad
Advertising
Website testing
...

31. Outlook
Qualitative research is evolving.
A reflection of changing consumer attitudes, habits and behaviour.
The iPad should be seen as interesting and relevant additional tool.
It enriches the tool set and allows deeper insights.
It is an invitation for a more active participation and involvement of
the respondent in the research process.
But it gives the researcher a certain degree of control too.
Analysis is partly easier ... or much more complex.

32. For us ...
Using the iPad and its new possibilities is a real challenge for
qualitative research and qualitative researchers.
And a fascinating journey ‚insight‘ a better understanding of
consumers.

33. Presented at Merlien Institute’s International conference on
Qualitative Consumer Research & Insights 2011
For more info, please visit: www.merlien.org