The greater our ability to follow the natural inclinations and habits of the consumer, the better insights we gather. Innovative qualitative research trends and technology deliver better value only if they allow you to truly get into consumers’ lives and get to know them in their element.
In this session, we will discuss how you can leverage mobile video to witness every consumer “moment of truth” – when and where they are interacting with products, services, and reacting to messaging – so that you can make accurate recommendations based on the facts. Additionally, we will discuss current incidence, how to collect mobile video insights in developing economies, and smartphone adoption projections, as well as best practices for capturing mobile activities, including ideal duration of a mobile study and number of assignments.
2. How To Leverage Mobile Research To Make
Recommendations Based On The Facts
Understanding Use Cases, Benefits, And Limitations Of Mobile Research
Presented by Kathy Fitzpatrick
Senior Director, Research & Design, Qualvu
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3. About Qualvu
Advanced solution for qualitative research
proprietary platform – design. discover. decide. – greatly
streamlines process via web-based software
video-based self-driven ethnographies (attitudinal & behavioral)
goal: better data, process, analysis, and decisions
4. Mobile Research: Everyone Is
Talking About It!
So, what’s all the buzz about?
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5. Mobile Research:
Mobile Devices Or Mobile Data?
beyond smartphones and tablets
it’s about capturing “in the moment,” relevant
data wherever consumers
it shouldn’t limit your objectives, research data,
or who you reach
6. The Promise
Faster and more accurate data
Instant access to billions of consumers
Higher consumer engagement
Least intrusive and most flexible
way to capture the moment
Better business value
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7. But with any treasure hunt…
To those who conquer the obstacles
come the spoils
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8. So How Do We Get There?
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9. Our First Stop: The Technology
Today….
Technology addresses the issue of connecting with
consumers on the go
Innovation for innovation’s sake doesn’t create real
The Obstacle
research value
clue: Innovation for innovation’s sake doesn’t create real research value
What are the key elements in a mobile platform that
createsThe Challenge
real research value?
answer:We need technology that engages consumers and delivers useful research
enable individualized or group follow-up and probing
data!
create interaction and conversation among survey
participants
The Solution
allow participants to view and react to other
Mobile app, mobile cam, pocket cam, pen cam
participants’ video responses
direct questions to the entire group or just selected
Free mobile app for any smartphone or tablet platform
members
leverage social media dynamics through a mobilebuilt for research
Push-button video exchange
blog platform that prolongs participant engagement in
a study Full multi-media sharing – video, photos, texting and even integrated
surveys
Social media powered – participant collaboration
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10. Does The Technology Meet Your Needs?
enables individualized or group follow-up
and probing?
creates interaction and conversation
among survey participants?
allows participants to view and react to
other participants’ video responses?
directs questions to the entire
group and/or just selected
members?
leverages social media dynamics
to encourage participant
engagement throughout the study?
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11. Next Obstacle: Recruiting for Mobile
The Obstacle
Incidence and engagement to ANY screening criteria
The Challenge
Integrating global panel networks and engaging relevant audiences
The Solution
327.6 million active phones, tablets and laptops on cellular networks in
the U.S.
750 million smartphone-enabled consumers globally… and counting!
Leveraging a blended methodology and providing technology when
needed
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12. Does It Work For Every Demographic?
Is The Mobile App Feasible Today?
Sweden
Poland
The Netherlands
Germany
UK
France
Canada Italy
Spain South Korea
United States Greece
Japan
Hong Kong
India
UAE
Saudi Arabia
Argentina Australia
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13. Internet Users 2010 Mobile Penetration
(% of population) (% increase 2009-2010)
Western Europe
Belgium 79.26% 113.46%
France 80.10% 99.70%
Germany 81.85% 127.04%
Italy 53.68% 135.42%
Netherlands 90.72% 116.23%
Spain 66.53% 111.75%
Sweden 90.00% 113.54%
UK 85.00% 130.25%
Central & Eastern Europe
Greece 44.40% 108.22%
Poland 62.32% 120.18%
Middle East & North Africa
Saudi Arabia 41.00% 187.86%
United Arab Emirates 78.00% 200.00%
Asia & Pacifics
Australia 76.00% 101.04%
Hong Kong 69.40% 190.21%
Japan 80.00% 95.39%
South Korea 83.70% 105.36%
Latin America
Argentina 36.00% 141.79%
North America
Canada 81.60% 70.66%
U.S. 79.00% 89.86%
Sources
International Telecommunications Union, UAE - http://www.budde.com.au/Research/United-Arab-Emirates-Telecoms-Mobile-and-
Broadband.html
International Telecommunications Union - http://www.itu.int/ITU-D/ict/statistics/
14. Challenge: Tool or Methodology?
The Obstacle
Cool tech and promise, but how integrated and streamlined is actual
execution?
The Challenge
Finding a turnkey advanced solution and implementing the right
methodology
The Solution
Technology fused with intense respect for Qualitative Research
End-to-end, streamlined technology that elevates researchers and their
expertise
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15. Does The Tool Match An Efficient
Mobile Qualitative Methodology?
What you need:
the ability to see what the consumer sees
the opportunity to respond when it’s convenient
the flexibility to be natural and un-choreographed
Your answer?
Mobile. Asynchronous. Video.
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16. Top Tips For Effectively Capturing Insights
Through A Mobile Video Research Question Guide
follow classic moderator training when writing and recording
your video assignments – from broad to specific
ask consumers to do something rather than just answer
questions – or answer questions while being exposed to
natural emotional triggers
ask reflection questions after they have performed the activity
allow consumers to see one question at a time, where and
whenever relevant
unveil assignments as they progress through the project
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17. Next Up: What To Do With All That Video?
The Obstacle
Organization of digital mobile data is done manually and time consuming
The Challenge
How to easily turn that data into meaningful intelligence and reporting?
The Solution
INTEGRATION!
Instantly organized via linear collection
All data types
Highlight reels with mouseclicks
Searchable video
Interactive Transcripts
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18. Mobile Video Analytic Process
Video collected though mobile devices comes right into
the research team’s desktop
The research team utilizes online video editing and
qualitative analysis tools to analyze, notate, and
download video responses
The video insights are organized by themes, surprises,
validation, etc. and grouped into playlists
Playlists are embedded in a video report alongside
actionable recommendations
19. How to make strategic decisions?
The Obstacle
Mobile video data is organized, but how to align it with strategic objectives?
The Challenge
Accurate and actionable reports
The Solution
Advanced qualitative coding enables fast analysis
Coding qualitative data for rigor and accuracy
Mobile output turns into video reports
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20. Do You Adapt The Research Process To The
Mobile Solution Or The Mobile Solution To The
Research Process?
Design. Discover. Decide.
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21. Will Anybody Notice?
The Obstacle
Stakeholders have yet to experience the return on mobile research
The Challenge
Empowering researchers to become thought leaders and enabling
stakeholders to experience the power of the in-the-moment insights to make
decisions based on the facts
The Solution
Push-button digital sharing and social media-based invites
Quickly syndicated mobile video reports to smartphone and tablets
Building a data set and exponentially increasing research value
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23. No Longer Just A Treasure Hunt
Empower your consumers and
business alike
Access a diverse mobile-enabled
panel 24/7
Secure faster and more truthful
insights through a turnkey solution
Gain whole new levels of accuracy
in decision making
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24. To get something you never had, you have to
do something you’ve never done.
“And most importantly, how can companies understand the analytics across the
entire marketing mix and incorporate those results into improved marketing
strategies and tactics to drive higher revenue, profit and brand share?”
- Stan Sthanunathan, Coca-Cola
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25. Thank You!
Questions?
Use the Q&A box to the right side
of your screen
Email us to sales@qualvu.com
Twitter @Qualvu or #IQualvu
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That’s the promise, but think about unrealized, only envisioned promises in the past:Fountain of YouthNew WorldIdealistic visions, but like Ponce de Leon and Columbus both found, in fact the treasures were extraordinary, and would change the course of history.Mobile holds the same promise for Market Research, a huge opportunity for improvement and value creation, but the great unknown in many respects. Treasure worth pursuing
“Inevitably, the truth comes through as you watch your customers’ responses and reactions to your products, marketing campaigns, innovative concepts, or even their environment. You realize you are watching the wisdom of the most valuable consultants in the world: Your customers.”“What people do is always more revealing than what they say. That’s the real strength of qualitative asynchronous video research, because seeing expressions, gestures, and other nonverbal communication gives insights that words alone can’t. We read facial expressions and body language in the context of listening to respondents’ words. Watching and listening gives us confidence in our interpretation.”-Charleen Tuchovsky, PhD, Senior Analyst, Qualvu
Follow classic moderator training when writing and recording your video assignments –from broad to specific.Ask consumers to do something rather than just answer questions; be specific about what you want to see without creating a self-fulfilling prophecy or letting them know what you are looking for.Ask reflection questions after they have performed the activity. Think of reflection questions as any question you would ask in a focus group. Reflection questions are a great way to gain insights into how consumers think about the experience versus what they actually do at the store. Here is an example: Now that you’ve bought your ideal printer, what did you think of the process, store, price, and why did you buy it?Allow consumers to see one question at a time and unveil assignments as they progress through the project. This helps avoid biases because, as you go from broad to specific assignments, you avoid providing any hints that would allow consumers to know where you are going with the questions and what you are looking to learn. Ask participants to buy something specific and follow their normal purchasing process but include a follow up question they view only at the store. When they are about to buy that product, ask if they would buy any other alternative on the shelf right now based on what they are seeing, and why.