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?
How to Get Started in Social Media for Art League City
Some Like it Mobile - The New Motion Picture: How Mobile Devices Are Revolutionizing Consumer Research
1.
2. The New Motion Picture:
How Mobile Devices Are
Revolutionizing Consumer Research
Presented by John Williamson
CEO & Founder, Qualvu
3. 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
4. Mobile:
How far can we go?
Unlimited upside;
Today it’s about overcoming
the obstacles.
5. 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
6. But with any treasure hunt…
To those who conquer the obstacles
come the spoils
8. 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
9. 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
10. 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.
11. 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
12. 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
13. 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
14. 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
15.
16. 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
17. 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?
Editor's Notes
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