Using Mobile Qualitatively to Transform Insight Generation | Schwitzer $ Slaughter @ MRMW 2011

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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?

Negócios Tecnologia

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

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 Dana Slaughter

kristin@beacon-research.com dana@slaughterbranding.com
410.263.3934 214.395.8364

Beacon Research Slaughter Branding

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Using Mobile Qualitatively to Transform Insight Generation | Schwitzer $ Slaughter @ MRMW 2011

1. Using Mobile Qualitatively to Transform Insight Generation Kristin Schwitzer Dana Slaughter Beacon Research Slaughter Branding

2. Communication methods Beacon Research Slaughter Branding

3. When Mobile Qual makes sense • In the moment • Unscheduled • Reoccuring • Unobtrusive Beacon Research Slaughter Branding

4. Teen spenders Beacon Research Slaughter Branding

5. SuperBowl watchers Beacon Research Slaughter Branding

6. Shoppers Beacon Research Slaughter Branding

7. Youth lacrosse

8. 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

9. Benefits of mobile qual • Greater access • In the moment • Immediate • More accurate • More convenient • Less intrusive Beacon Research Slaughter Branding

10. 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

11. 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

12. 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

13. Our contact info Kristin Schwitzer Dana Slaughter kristin@beacon-research.com dana@slaughterbranding.com 410.263.3934 214.395.8364 Beacon Research Slaughter Branding

Using Mobile Qualitatively to Transform Insight Generation | Schwitzer $ Slaughter @ MRMW 2011

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Using Mobile Qualitatively to Transform Insight Generation | Schwitzer $ Slaughter @ MRMW 2011