Presented by Jasmeet Sethi, Regional Head of ConsumerLab, Ericsson at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

2. Platinum Sponsor
Media Sponsors
Association Partners

3. TAKING
QUALITATIVE
RESEARCH
TO THE CLOUD
Jasmeet Sethi
Regional Head- Ericsson Consumerlab

4. A journey through time
Ethnography and
Semiotic approaches
accepted
DIs & Focus
Groups
MROCs
Social Media
Neurological
…….
……..
1930 1960 1980 1990 2000Motivational
research
Internet
mediated
research
2013
Bulletin Boards
Online Groups
Digital Diaries
Qualitative research has a much broader toolkit now than
ever before.
Ericsson Internal | 2013-11-01 | Page 2

5. Our life's are now
mobilized!
40% check
Facebook first thing
in the morning
6%
32% sent an
20 % chat before
email from phone
while in toilets
going to sleep at night.
check horoscopes
30% use apps
while driving!
14 year old in India
In bed
morning
Source: Ericsson 2013-11-01 | Page 3
ConsumerLab
Ericsson Internal |
At school
Early
evening
During
dinner
Late
evening
In bed

6. Our dilemma
QUANTITATIVE
Passive metering
Transactional
data
HIGH CONSUMER
?
SATISFACTION SCORES
QUALITATIVE
RESPONSES BASED ON RECALL,
EMOTIONS MUTED OVER TIME
MISMATCH
Key
Performance
Indicators
Operational
data
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 4
REDUCTION IN CHURN

7. Same old dance and
song my friend!
Boy meetsthe traditional film formula on its head torn apart
Turning girl, parents object to the marriage, family is
- a few fight scenes, dance routines later there is a happy ending.
Source: Ericsson| ConsumerLab 5
Ericsson Internal
2013-11-01 | Page

8. a need to find a new
script
Uncover THE TRUE
IMPACT OF POOR
CONSUMER
EXPERIENCE
Ericsson Internal | 2013-11-01 | Page 6
ALL IN THE MOMENT

9. My eureka moment!
Learning qualitative research from
a 12yr old
vaibhav: Uncle wants to know what's our
experience with using 3G mobile internet!
rohit: Speeds are not as promised, and
connection breaks while indoor! Do you need
to know more?
Ericsson Internal | 2013-11-01 | Page 7

10. So can we take research
to the cloud?
You need to invest in a mobile MROC!
30% OF TIME
SPENT ON
SMARTPHONE IS
ON CHAT APPS!
Whatsapp even bigger than Twitter
Source: Ericsson| ConsumerLab 8
Ericsson Internal
2013-11-01 | Page

11. Our approach
a blend of traditional and mobile
Traditional
approach
In-depth
interviews
Respondents pre-recruited
based on screening criteria
Source: Ericsson| ConsumerLab 9
Ericsson Internal
2013-11-01 | Page
Incident
Reporting
Mobile App
Respondents pre-recruited
from depth interviews
Mobile Group
Chat
Cloud Apps
Same set of pre-recruited
respondents are invited

12. Incident reporting app
› Custom Reporting Android App as an
incident reporting diary
› 8 questions
› Average time taken to complete: 2-3min
› Average of 2 responses per day
› 9-10 issues reported per week
› Qualitative tracking: Geolocation
› Ability to post responses in offline mode
› Attach images or open comments
› In-app notifications to ensure compliance
Source: Ericsson| ConsumerLab 10
Ericsson Internal
2013-11-01 | Page

13. Whatsapp REPLACES
FOCus groups
Ericsson Internal | 2013-11-01 | Page 11

14. The Outcome
In-depth
interviews
Incident Reporting
Mobile App
•
Quite content with
current mobile
experience
Issues arose lot of
stress and frustration
among users
•
Low recall of issues
•
High stated
satisfaction and
advocacy
However rational
decision making took
over emotional
outburst, no action
taken!
Ericsson Internal | 2013-11-01 | Page 12
Cloud Group Chat
Users exposed to
results from incident
reporting app
Consumers felt
trapped in the
relationship, see no
differentiation, with
opcos: low or no trust
on customer service

15. What clicked for us?
Reduction in travel and
set-up time
Freemium MROC
No need for a
dedicated mobile
qual platform
Cost
SPEED
On-demand insight
community generation
35% reduction
Not an alien environment;
RICH
INSIGHTS
Expanding the data-collection
window; 2hr F2F-> 3 day
mobile project
Ericsson Internal | 2013-11-01 | Page 13
Target Difficult-toReach Respondents
Capture in-depth reaction to
actual events as they occur
Emotional Measurements and
causal relationship identified

16. Some learning’s
› Anonymity and privacy
› Inability to observe facial expressions and body language
› Moderation capabilities require comfort factor with devices
and technology.
› Device and connectivity issues may slow you down
› Limited Language support and target population as data
enabled smartphone users only
Source: Ericsson| ConsumerLab 14
Ericsson Internal
2013-11-01 | Page

17. The future of cloud
› Imagine recruiting/screening on
the go! on-demand!
› Emotional Measurements
Polling via
cloud chat apps
› Hybrid approaches
› Studio in your pocket
Source: Ericsson| ConsumerLab 15
Ericsson Internal
2013-11-01 | Page
Explory- a
mobile
storytelling app

18. Are you WILLING to be the researcher who will
fill out your "toolbox" beyond merely traditional
approaches?
CLOUD IS A DEMOCRACY
AND ITS FOR EVERYONE!
APPS
Ericsson Internal | 2013-11-01 | Page 16

19. So lets write the next blockbuster script!
Ericsson Internal | 2013-11-01 | Page 17

21. Platinum Sponsor
Media Sponsors
Association Partners

22. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360