Some Like it Mobile - The New Motion Picture: How Mobile Devices Are Revolutionizing Consumer Research
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Some Like it Mobile - The New Motion Picture: How Mobile Devices Are Revolutionizing Consumer Research

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Qualvu CEO & Founder John Williamson was a keynoter at the Marketing Research and Intelligence Association (MRIA) Digital Conference on Thursday, November 17. John’s subject was “The New ...

Qualvu CEO & Founder John Williamson was a keynoter at the Marketing Research and Intelligence Association (MRIA) Digital Conference on Thursday, November 17. John’s subject was “The New Motion Picture: How Mobile Devices Are Revolutionizing Consumer Research.” He was joined by a panel of distinguished research pros including Edward Paul Johnson, Director of Analytics at ASE; Miles Wright, Director of Mobile Research at SSI; Lenny Murphy of Brandscan360.com; and Leslie Townsend of Kinesis Survey Technologies. Together, they delved into such questions as:

Is mobility research “client approved”? What do the clients think?
Are we turning into research voyeurs? Webcams everywhere 24 /7?
Does mobility break down the traditional qual quant barrier? Can we work together now?
Surveys are now shorter but are they more engaging?
Is mobility research world simply an app?
How do we analyse all the videos?
Does anyone care about validity and reliability anymore?
The mobile Landscape – Who is using what and when and why and where
What do case Studies reveal so far?
What innovative methods are being used? (QR codes, video capture, webcams)
How far can we go with mobile research? Where is the future?

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  • This series is about MobileDoes mobile research present an incomplete proposition today?How does mobile data create business value?Many say “mobile isn’t there yet.” What do we need to get ‘there?’We can agree it’s unlimited upside, so for now it’s about overcoming the obstacles.
  • 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

Some Like it Mobile - The New Motion Picture: How Mobile Devices Are Revolutionizing Consumer Research Some Like it Mobile - The New Motion Picture: How Mobile Devices Are Revolutionizing Consumer Research Presentation Transcript

  • The New Motion Picture:How Mobile Devices AreRevolutionizing Consumer Research Presented by John Williamson CEO & Founder, Qualvu
  • About Qualvu Advanced solution for qualitative research  proprietary platform – design.collect.deliver.share. – greatly streamlines process via web-based software  video-based self-driven ethnographies (attitudinal & behavioral)  goal: better data, process, analysis, and decisions
  • Mobile:How far can we go? Unlimited upside; Today it’s about overcoming the obstacles.
  • The Upside  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
  • But with any treasure hunt…To those who conquer the obstacles come the spoils
  • So How Do We Get There?
  • The Consumer App 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: How do we instantly empower this emerging tidal wave of mobile consumers? What are the key elements in a mobile platform that creates real research value? answer:The Solution  enable individualized or group follow-up and probing  enable individualized or group follow-up and probing  create interaction and conversation among survey  create interaction and conversation among survey participants participants  allow participants to view and react to other  allow participants to view and react to other participants’ video responses participants’ video responses  direct questions to the entire group or just selected  direct questions to the entire group or just selected members members  leverage social mediasocial media dynamics through a mobile blog platform that  leverage dynamics through a mobile blog platform that prolongs participant engagement in in a study prolongs participant engagement a study
  • Our first stop: The Consumer 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: How do we instantly empower this emerging tidal wave of mobile consumers? What are the key elements in a mobile platform that creates real research value? answer:The Challenge  enable individualized or group follow-up and probing We need an app!  create interaction and conversation among survey participants The Qualvu Solution  allow participants to view and react to other participants’ video responses for any smartphone or tablet platform  Free mobile app  direct questions to the entire group or just selected  Push-button video exchange built for research members  leverage social media dynamics sharingmobile  Full multi-media through a – photos, texting and even integrated surveys blog platform that prolongs participant engagement in a study Integrated PayPal incentives and reward points   Social media-powered – participant collaboration
  • Next Obstacle: Recruiting for Mobile The Obstacle Incidence and engagement to ANY screening criteria The Challenge Global panels and integrated recruiting The Qualvu Solution  Instant access to the world’s largest mobile-enabled panel  Integration with the world’s leading qualitative sample providers  Accelerating growth via Affiliate Program  Easier every day: 327.6 million active phones, tablets and laptops on cellular networks in the U.S.
  • 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 The Qualvu Solution  Built from the ground up by Internet entrepreneurs  Fused with intense respect for Qualitative Research  End-to-end, streamlined technology that elevates great people and their expertise
  • Next up: What to do with all that video? The Obstacle It’s collected, but now facing a mountain of mobile video data The Challenge How to easily turn that data into meaningful intelligence and reporting? The Qualvu Solution  Instantly organized via linear collection  All data types  Highlight reels with mouseclicks  Searchable video  Interactive Transcripts
  • 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 Qualvu Solution  Advanced qualitative coding enables fast analysis  Coding qualitative data for rigor and accuracy  Mobile phone output turns into video reports
  • Will anybody notice? The Obstacle Stakeholders too far from the research, new insights aren’t syndicated swiftly to effect change. The Challenge Empowering researchers to become thought leaders impacting forward strategy Qualvu Solution  Push-button digital sharing  Social media-based invites  Quickly syndicated mobile video reports to smartphone and tablets
  • 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
  • Ask Yourself!  Why am I not using the promise of Mobile right now?  How can I use mobile technology to change my paradigm for qualitative research?  How can I use Mobile-powered research to meet my most important audiences on their own terms?