MMRA QRCA NYC Mobile Qualitative Presentation

Mobile Qualitative
Using Mobile Media
to Understand People
www.mmra-global.org #mmra
Mark Michelson
Executive Director, MMRA
Atlanta, Georgia USA

Introduction
1
1. Ask Questions – PLEASE
2. Please interrupt me to ask
questions
3. Ask any questions you
have

The ONE thing you hope to learn
today
2

Change is Growth
• "Without change there is no innovation,
creativity, or incentive for improvement.
Those who initiate change will have a better
opportunity to manage the change that is
inevitable."
– William Pollard
3

Is Mobile Qual a New Method?
• Not really - it’s a new channel, not a method
• However there are many unique features with mobile
that are creating headlines, especially regarding
research (gps tracking, video, photo, etc.)
• This could lead to more strict government
regulations, self-censorship by participants and a
reluctance to use the mobile channel to its’ full
potential
4

Why use Mobile Qual to
Understand People?
• Mobile is the preferred personal media
• People are more engaged with their mobile
devices than their computers
• More mobile devices are being used to
connect to the internet than desktop
computers
5

Why use Mobile Qual to
Understand People?
• Best way to know what participants are
really doing and feeling in their natural
environment
– Real time data tracking and time stamping
– Validated with geo-location
– Enhanced reporting with
video/photo/audio
6

Early Days of Mobile Qual
• Adoption of traditional qualitative research
methods…
– In-depth Interviewing
– Group discussions
– Diaries
– Ethnography
7

Early Days of Mobile Qual
• ….to new technologies
– PDA’s (e.g. Palm Pilot)
– SMS/Text
– Digital Cameras
• But it was slow to be adopted by participants
and clients – mostly because it involved
device management and a feeling that they
were not in touch with customers.
• Smart Phones changed the game
8

Types of data Mobile Qual provides
• Behavioral: What people do
• Observational: What people see
• Sentiment: What people
say/think
• Emotional: How people feel
9

Types of data Mobile Qual provides
• Sensory: How people perceive sights, sounds
• Future inputs will include temperature, eye
tracking and more
• Passive: Geo-location, timing, media
engagement, Packaging scans (UPC and QR
codes)
10

Apps, Mobile Enabled Web (MWAP),
and SMS/Text
– Apps – allow for data collection without being
connected to web. Data transmitted when best
signal is available (wifii for videos, etc.)
– MWAP – requires constant connection to web
– SMS/Text – data can be transmitted, but difficult
to synchronize with existing platforms
11

Advantages of Mobile Qual
Presented by Remy Bleijendaal from TNS Nipo at MRMW conference
• Mobile Qual advantages include
– Immediacy, fewer recall issues
– Fewer questions leading to higher data quality
– Contextual richness
– Respondent convenience
– Greater reach in emerging markets
– Greater youth engagement
12

Challenges with Mobile Qual
• Issues with Mobile Qual include:
– Screen size
– User experience and on-boarding (training)
– Validity of self-reported data
– Client trust in findings
– Participant trust in downloading apps
13

“OMG” & “WTF”
Shared by Kristin Luck of Decipher at MRMW Conference
• OMG
– O – Online tracking data
– M – Meta-data in photos
– G – Geo-location
• WTF
– W – Wandering device ID’s
– T – Too complex privacy polices
– F – Fees for SMS and data streaming
14

Ethics and Standards in Mobile Qual
• Mobile is very personal media
– Research participants consent with opt-in permission
– Transparency gains trust
– Self-editing and review before approval
– The right to be forgotten
– Cost to participant for data access
• MMRA has worked with major associations
including ESOMAR, QRCA, MSPA, to create
codes and guidelines for privacy assurance
15

Guidelines for Use of Videos/Photos
• If using self-generated video, best to review the video with the
participant and have clearly written permission to approve use
of video AFTER reviewing it with participant
• Similarly with photos – have the participant agree to “post”
EACH photo even if only used for reporting
• Check with country laws if sending the photos via mobile
devices – some countries (i.e. China, Canada) do not allow
transfer of images or video using mobile devices
• Policy for protection of photos and images should be specified in
advance, in a clear manner
16

Some MobileQual Platforms
17

A quick review of current
Mobile Qual Apps & Platforms
• Bulletin Board/Discussion Group
• Hybrid
• Ethnography
• Live Video
• Text/SMS
18

Civicom InSitu® Mobile Research
• Mobile Qual Audio Diaries
with Video and Photos
• Mobile Surveys with Open-Ends
• Chatterbox® Online Bulletin Board
• Respondent Recruiting
• Transcriptions
• Studies Using Pinterest
• Qual Text Analytics
• CyberFacility®
IDIs and Focus Groups
• Global Experience and Expertise
• Capabilities in Every Country
Worldwide

• Self-administered Mobile
Ethnographic Research
• Lets You Collect User-Generated
Content From Respondents As They
Go About Their Daily Lives
• Respondents Provide Data Over A
Period of Time According To A Plan
Of Your Design
• You Are Then Able To Analyze That
Data To Learn
How Behavior Changes Or Is
Consistent Over Time

• Respondents touch only one
number on their phone, and their
recorded thoughts go into our
data base sorted by respondent,
date and time
• Respondents need only a
standard feature phone to
participate
• Various devices can be combined
into a single study – it is not
required to use only one type of
device in these in-store mobile
studies

Civicom InSitu® Audio Recordings Transcribed and Posted
on Chatterbox® Bulletin Board with Images and Video
Respondents Can Also Send Text Messages/MMS/Email

Works On Any Device (From Landline to Smart Phones)

Why respondents love participating on mobile devices
Feeling Free To Express and Share
Ease of Use
Interactions are intuitive
Feel at Home
They’re naturally on their mobile devices, so
participation in research feels normal and relaxed
Free to Express Themselves
Mobile devices go where respondents go, and are
already used for interacting and capturing
information
Freedom for Respondents

Research In the Moment™
Designed by researchers for researchers, Revelation is an app and web based qualitative
research platform that empowers companies to uncover what people think and do as they think
and do them.
Participants can be engaged one-on-one
and/or as part of social research communities
Participants engage via an app on their
mobile phones and/or the web
Move quickly from data to insights with
built-in analysis tools
Stay put as activity based research enables
in-context understanding from a distance

The Immersive Research Company
Designed by researchers for researchers, Revelation is an app
and web based qualitative research platform that empowers
companies to uncover what people think and do as they think
and do them.
• Be there when the interesting things
actually happen by having participants
share their experiences via a smartphone
app and/or on the web
• Stay put as activity based research
enables in-context understanding from a
distance
• Participants can be engaged one-on-one
and/or as part of social research
communities
• Move quickly from data to insights with
built in analysis tools like filters, tagging,
word clouds, word trees, closed ended
question tallies, and the ability to export
data in a variety of formats
™

Mobile: In the moment interactions

Mobile Ethnography
• http://www.ethosapp.com
37

https://secure.qualboard.com/home/login
38 www.mmra-global.org #mmra

Human Challenges with Being
Mobile
“…the little devices most of us carry around are
so powerful that they change not only what we
do, but also who we are.”
– Sherry Turkle psychologist, MIT professor and author, of “Alone Together: Why
We Expect More From Technology and Less From Each Other.”
41

Self Editing
“Texting and e-mail and posting let us present
the self we want to be. This means we can edit.
And if we wish to, we can delete. Or retouch:
the voice, the flesh, the face, the body. Not too
much, not too little — just right.
– Sherry Turkle
42

Mobile Qual Trends
• Shorter & more focused tasks = more actionable info
• More targeted assignments – take a photo of “x”
display
• More validation and transparency of everything
– Digital media geo-location tags
• Near Field Communications (NFC) will help target more
precise location in stores
• More dissipated workforce through apps – Gigwalk
• More integration with social media
• Tech cowboys
43

Predictions for Mobile Qual
• Three of the possible futures could be:
– Power to the people
• Dissipated workforce displaces traditional panel recruiting
– E-Agency
• Research firms replaced by e-lancers and tech developers
catering to DIY clients
– More focus on “qualytics”
• Making sense of data will be more challenging due to more
video and photography. Analytics based more in grounded
theory than hypothesis testing or direct questionning
44

The Opportunity is Yours!
• Use mobile to bring qualitative to life
• Start slowly by adding complimentary services – not
replacing everything
• Engage participants beyond observations
• Maintain participant trust –learn best practices and
ethics of mobile marketing research
• It’s about transparency and collaboration – bringing
the true customer experience to your client
45

Thank You For
Your Curiosity!
Mark Michelson
mark@mmra-global.org
www.mmra-global.org #mmra #MobileMR

MMRA QRCA NYC Mobile Qualitative Presentation

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