Promise and perilsQualitative research in our connected, mobile world#NewMR Virtual Conference   December 2012             0
Why did we start exploring this?#NewMR Virtual Conference   December 2012   1
We are missingsome details                            We want to meet                            people where             ...
text notes                                                photographs                                voiceSo let’s leverag...
The Promise:Is mobile the holy grail of consumer-generated ethnography?We can access               Get closer to mobile   ...
We’ve conducted a variety of studies, across app-technology, category, geography and targetIn one study, we undertook a pi...
Have a looksieDisclaimer: The following is a true story and is intended for matureaudiences only. All parties involved con...
Nifty, eh?But this brings us to the perils…#NewMR Virtual Conference   December 2012   7
The creation of this output took a LOT of work                                                                   Video pro...
We are only half the equationWe need consumers to take us on a journeyAnd give us the whole story#NewMR Virtual Conference...
In another study, conductedearlier this year amongst teentrendsetters, we found many ofthe outputs were fairly average#New...
But… we got some ‘accidental’footage of a framed photo of TupacShakurWhat does a young Persian guy, froman affluent neighb...
Mobile is a toolGetting the most out if it is about putting the most in#NewMR Virtual Conference   December 2012
While each project is customized, these broad steps must be followedIt is essential to take the consumer/participant journ...
All that work. Why bother?Because mobile gives you access infresh, meaningful ways#NewMR Virtual Conference   December 201...
Video: immersive aural and visual contentPersonal, authentic view into the consumers world#NewMR Virtual Conference   Dece...
Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a tho...
Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a tho...
Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a tho...
Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a tho...
Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a tho...
Going back to our car rental pilot,mobile provided continuous andintimate access to the experienceInsight: Renting a car o...
Dedicated apps are just the startMobile can be used in many creativeways#NewMR Virtual Conference   December 2012   22
Social sharing, liking andpinning are normalactivitiesDedicated apps offer easyintegration of both onlineand participants’...
But always with a purpose#NewMR Virtual Conference   December 2012
To best use mobile                                 qualitative, we need to                                 be able conduct...
To make it work for you: Get in touch with your inner control freak#NewMR Virtual Conference   December 2012              ...
Thank you                               Aliza Pollack                   Read Added Value’s blog                           ...
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Promise and perils : Qualitative research in our connected, mobile world

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The promise of Mobile Qualitative Research is huge, and incredibly exciting: Real time, immediate, unobtrusive access to respondents. In a space that can feel fatigued by tried-and-true methodologies and even knowing and experienced respondents, mobile qualitative feels like a fresh and authentic way to engage people as people (not as consumers). At its best the mobile device, an appendage for many, enables people to conduct their own ethnographies with the researcher as virtual observer. The implications titillate: What is seen when we’re “not around” has got to be the most interesting and insightful, because it occurs when people are not being “watched.” The cost implications are doubly enticing: we can now engage with respondents domestically and internationally without the travel expense (and inconvenience)!

But don’t get distracted by the shiny object: Mobile is a tool. Like a focus group, an in-depth interview or a psychodrawing, which needs facilitation to make sure it’s used optimally. To deliver on its promise of engaging respondents and delivering quality, thoughtful output requires careful and considerate thinking and planning – pre, during and post field. Yes, we have access to real people but do we have involvement? Do we have ownership? A picture from a shop-along is only as good as the story attached, and the insights we, as researchers, draw from it.

In this presentation, we address both the promise and perils of mobile qualitative, and share some best practices and the latest findings from our mobile development labs.

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  • Video: the power of mobile in capturing the personal, authentic view of the consumer’s world.This picture captured a moment where I was quite aware I was away from my home environment (Los Angeles) and provide cultural information on my new environment. Audio: It is very natural to talk into a mobile phone. That’s what we do with them. So from a participant’s point of view, this was a very natural way of recording thoughts. And from a researcher’s point of view, the audio conveys emotion & personality beyond the words. And the depth obtained during the audio capture easily rivals what you’d get from other mobile capabilities.Notes: emerged as invaluable for a key moment of truth where no other feature (video, photo, audio) was appropriate. Geographic information pin-pointing where entries were made – requires no action from participants, yet full of information for us
  • Video: the power of mobile in capturing the personal, authentic view of the consumer’s world.This picture captured a moment where I was quite aware I was away from my home environment (Los Angeles) and provide cultural information on my new environment. Audio: It is very natural to talk into a mobile phone. That’s what we do with them. So from a participant’s point of view, this was a very natural way of recording thoughts. And from a researcher’s point of view, the audio conveys emotion & personality beyond the words. And the depth obtained during the audio capture easily rivals what you’d get from other mobile capabilities.Notes: emerged as invaluable for a key moment of truth where no other feature (video, photo, audio) was appropriate. Geographic information pin-pointing where entries were made – requires no action from participants, yet full of information for us
  • Video: the power of mobile in capturing the personal, authentic view of the consumer’s world.This picture captured a moment where I was quite aware I was away from my home environment (Los Angeles) and provide cultural information on my new environment. Audio: It is very natural to talk into a mobile phone. That’s what we do with them. So from a participant’s point of view, this was a very natural way of recording thoughts. And from a researcher’s point of view, the audio conveys emotion & personality beyond the words. And the depth obtained during the audio capture easily rivals what you’d get from other mobile capabilities.Notes: emerged as invaluable for a key moment of truth where no other feature (video, photo, audio) was appropriate. Geographic information pin-pointing where entries were made – requires no action from participants, yet full of information for us
  • Video: the power of mobile in capturing the personal, authentic view of the consumer’s world.This picture captured a moment where I was quite aware I was away from my home environment (Los Angeles) and provide cultural information on my new environment. Audio: It is very natural to talk into a mobile phone. That’s what we do with them. So from a participant’s point of view, this was a very natural way of recording thoughts. And from a researcher’s point of view, the audio conveys emotion & personality beyond the words. And the depth obtained during the audio capture easily rivals what you’d get from other mobile capabilities.Notes: emerged as invaluable for a key moment of truth where no other feature (video, photo, audio) was appropriate. Geographic information pin-pointing where entries were made – requires no action from participants, yet full of information for us
  • Video: the power of mobile in capturing the personal, authentic view of the consumer’s world.This picture captured a moment where I was quite aware I was away from my home environment (Los Angeles) and provide cultural information on my new environment. Audio: It is very natural to talk into a mobile phone. That’s what we do with them. So from a participant’s point of view, this was a very natural way of recording thoughts. And from a researcher’s point of view, the audio conveys emotion & personality beyond the words. And the depth obtained during the audio capture easily rivals what you’d get from other mobile capabilities.Notes: emerged as invaluable for a key moment of truth where no other feature (video, photo, audio) was appropriate. Geographic information pin-pointing where entries were made – requires no action from participants, yet full of information for us
  • Video: the power of mobile in capturing the personal, authentic view of the consumer’s world.This picture captured a moment where I was quite aware I was away from my home environment (Los Angeles) and provide cultural information on my new environment. Audio: It is very natural to talk into a mobile phone. That’s what we do with them. So from a participant’s point of view, this was a very natural way of recording thoughts. And from a researcher’s point of view, the audio conveys emotion & personality beyond the words. And the depth obtained during the audio capture easily rivals what you’d get from other mobile capabilities.Notes: emerged as invaluable for a key moment of truth where no other feature (video, photo, audio) was appropriate. Geographic information pin-pointing where entries were made – requires no action from participants, yet full of information for us
  • Promise and perils : Qualitative research in our connected, mobile world

    1. 1. Promise and perilsQualitative research in our connected, mobile world#NewMR Virtual Conference December 2012 0
    2. 2. Why did we start exploring this?#NewMR Virtual Conference December 2012 1
    3. 3. We are missingsome details We want to meet people where they are But we can’t be with them all the time And, talking about experiences changes the dynamic#NewMR Virtual Conference December 2012 2
    4. 4. text notes photographs voiceSo let’s leverage therange of smartphone check-ins videocapabilities that peopleare already using Barcode scans geo-location Push notifications#NewMR Virtual Conference December 2012 3
    5. 5. The Promise:Is mobile the holy grail of consumer-generated ethnography?We can access Get closer to mobile And, collect data in waysimmediate reactions lifestyles, hard to reach that are unobtrusive yetin consumers’ natural targets and real engaging for participantsenvironment situations#NewMR Virtual Conference December 2012 4
    6. 6. We’ve conducted a variety of studies, across app-technology, category, geography and targetIn one study, we undertook a pilot using the mobile qualresearch app EthOS. We created a hypothetical case study withthe premise that a US car rental company approached uswanting a deeper understanding of their consumers’ journeywhile renting a vehicle with them. Tasks (pre, during and postrental) were created and… well…#NewMR Virtual Conference December 2012 5
    7. 7. Have a looksieDisclaimer: The following is a true story and is intended for matureaudiences only. All parties involved consented to their appearances.No animals were harmed in the making of this movie.#NewMR Virtual Conference December 2012 6
    8. 8. Nifty, eh?But this brings us to the perils…#NewMR Virtual Conference December 2012 7
    9. 9. The creation of this output took a LOT of work Video production, revisions Story-drafting, storyboarding Voice memo transcription Analysis, data immersionMultiple hours of participation Infringe on vacation Refine tasks and draft task booklet Multiple meetings to design exercisesHours of researcher prep #NewMR Virtual Conference December 2012 8
    10. 10. We are only half the equationWe need consumers to take us on a journeyAnd give us the whole story#NewMR Virtual Conference December 2012
    11. 11. In another study, conductedearlier this year amongst teentrendsetters, we found many ofthe outputs were fairly average#NewMR Virtual Conference December 2012
    12. 12. But… we got some ‘accidental’footage of a framed photo of TupacShakurWhat does a young Persian guy, froman affluent neighborhood in LA, see inTupac?Without the ability to probe (at thattime impossible via the research app),we weren’t able to dive deeper intowhat we saw Picture Source: http://www.imdb.com/name/nm0000637/#NewMR Virtual Conference December 2012
    13. 13. Mobile is a toolGetting the most out if it is about putting the most in#NewMR Virtual Conference December 2012
    14. 14. While each project is customized, these broad steps must be followedIt is essential to take the consumer/participant journey into consideration - keeping itstreamlined so they go from feeling it’s fun, to being involved, to committed.#NewMR Virtual Conference December 2012 13
    15. 15. All that work. Why bother?Because mobile gives you access infresh, meaningful ways#NewMR Virtual Conference December 2012 14
    16. 16. Video: immersive aural and visual contentPersonal, authentic view into the consumers world#NewMR Virtual Conference December 2012 15
    17. 17. Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a thousand words’Visually rich stories capturing that moment in time Random Photo – not seen this before, definitely away from LA!#NewMR Virtual Conference December 2012 16
    18. 18. Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a thousand words’Visually rich stories capturing that moment in timeAudio: intimate, expressive and in-depthConveying emotion & personality beyond the words Random Photo – not seen this before, definitely away from LA!#NewMR Virtual Conference December 2012 17
    19. 19. Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a thousand words’Visually rich stories capturing that moment in timeAudio: intimate, expressive and in-depthConveying emotion & personality beyond the wordswith rich detail#NewMR Virtual Conference December 2012 18
    20. 20. Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a thousand words’Visually rich stories capturing that moment in timeAudio: intimate, expressive and in-depthConveying emotion & personality beyond the wordswith rich detailNotes: ‘low tech’ yet invaluableUnobtrusive recording of key moments of truth#NewMR Virtual Conference December 2012 19
    21. 21. Video: immersive aural and visual contentPersonal, authentic view into the consumers worldPhoto: ‘a picture is worth a thousand words’Visually rich stories capturing that moment in timeAudio: intimate, expressive and in-depthConveying emotion & personality beyond the wordswith rich detailNotes: ‘low tech’ yet invaluableUnobtrusive recording of key moments of truthGeo-location: pin-pointing the sceneBroad to detailed location information#NewMR Virtual Conference December 2012 20
    22. 22. Going back to our car rental pilot,mobile provided continuous andintimate access to the experienceInsight: Renting a car offers the ‘illusion’ ofownership, easily punctured.Car renters tell themselves a story that this carhas only been driven by them to mitigate howcreepy it might be that hundreds, if notthousands, have been in this car.Reco’s: Car rental company needs to workharder to keep the story alive. Not just abouthygiene, about transporting.#NewMR Virtual Conference December 2012 21
    23. 23. Dedicated apps are just the startMobile can be used in many creativeways#NewMR Virtual Conference December 2012 22
    24. 24. Social sharing, liking andpinning are normalactivitiesDedicated apps offer easyintegration of both onlineand participants’ ownpictures to be uploaded ontheir device of choice#NewMR Virtual Conference December 2012 23
    25. 25. But always with a purpose#NewMR Virtual Conference December 2012
    26. 26. To best use mobile qualitative, we need to be able conductorsWe still need to flex our research muscles to forage, make meaning and tell storiesCapture the right data Mine it Turn it into actionable insightsPicture Source: www.laphil.com#NewMR Virtual Conference December 2012 25
    27. 27. To make it work for you: Get in touch with your inner control freak#NewMR Virtual Conference December 2012 26
    28. 28. Thank you Aliza Pollack Read Added Value’s blog aliza.pollack@added-value.com www.added-value.com/source Zoë Dowling Follow Added Value tweets @AddedValueGroup zoe.dowling@added-value.com @AddedValueUS @zoedowling#NewMR Virtual Conference December 2012

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