Promise and perils : Qualitative research in our connected, mobile world
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This document discusses the promise and perils of using mobile technologies for qualitative research. It can provide more immediate access to participants in their natural environments. However, mobile research requires significant preparation to design engaging tasks and get meaningful contributions from participants. Researchers must also work to extract insightful findings from the varied media like videos, photos, and audio collected from mobile devices. While mobile offers opportunities, researchers need to guide participants' experiences and carefully analyze the diverse data collected to provide actionable insights.
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Promise and perils : Qualitative research in our connected, mobile world
- 1. Promise and perils Qualitative research in our connected, mobile world #NewMR Virtual Conference December 2012 0
- 2. Why did we start exploring this? #NewMR Virtual Conference December 2012 1
- 3. We are missing some 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. text notes photographs voice So let’s leverage the range of smartphone check-ins video capabilities that people are already using Barcode scans geo-location Push notifications #NewMR Virtual Conference December 2012 3
- 5. The Promise: Is mobile the holy grail of consumer-generated ethnography? We can access Get closer to mobile And, collect data in ways immediate reactions lifestyles, hard to reach that are unobtrusive yet in consumers’ natural targets and real engaging for participants environment situations #NewMR Virtual Conference December 2012 4
- 6. We’ve conducted a variety of studies, across app- technology, category, geography and target In one study, we undertook a pilot using the mobile qual research app EthOS. We created a hypothetical case study with the premise that a US car rental company approached us wanting a deeper understanding of their consumers’ journey while renting a vehicle with them. Tasks (pre, during and post rental) were created and… well… #NewMR Virtual Conference December 2012 5
- 7. Have a looksie Disclaimer: The following is a true story and is intended for mature audiences 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. Nifty, eh? But this brings us to the perils… #NewMR Virtual Conference December 2012 7
- 9. The creation of this output took a LOT of work Video production, revisions Story-drafting, storyboarding Voice memo transcription Analysis, data immersion Multiple hours of participation Infringe on vacation Refine tasks and draft task booklet Multiple meetings to design exercises Hours of researcher prep #NewMR Virtual Conference December 2012 8
- 10. We are only half the equation We need consumers to take us on a journey And give us the whole story #NewMR Virtual Conference December 2012
- 11. In another study, conducted earlier this year amongst teen trendsetters, we found many of the outputs were fairly average #NewMR Virtual Conference December 2012
- 12. But… we got some ‘accidental’ footage of a framed photo of Tupac Shakur What does a young Persian guy, from an affluent neighborhood in LA, see in Tupac? Without the ability to probe (at that time impossible via the research app), we weren’t able to dive deeper into what we saw Picture Source: http://www.imdb.com/name/nm0000637/ #NewMR Virtual Conference December 2012
- 13. Mobile is a tool Getting the most out if it is about putting the most in #NewMR Virtual Conference December 2012
- 14. While each project is customized, these broad steps must be followed It is essential to take the consumer/participant journey into consideration - keeping it streamlined so they go from feeling it’s fun, to being involved, to committed. #NewMR Virtual Conference December 2012 13
- 15. All that work. Why bother? Because mobile gives you access in fresh, meaningful ways #NewMR Virtual Conference December 2012 14
- 16. Video: immersive aural and visual content Personal, authentic view into the consumers world #NewMR Virtual Conference December 2012 15
- 17. Video: immersive aural and visual content Personal, authentic view into the consumers world Photo: ‘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. Video: immersive aural and visual content Personal, authentic view into the consumers world Photo: ‘a picture is worth a thousand words’ Visually rich stories capturing that moment in time Audio: intimate, expressive and in-depth Conveying emotion & personality beyond the words Random Photo – not seen this before, definitely away from LA! #NewMR Virtual Conference December 2012 17
- 19. Video: immersive aural and visual content Personal, authentic view into the consumers world Photo: ‘a picture is worth a thousand words’ Visually rich stories capturing that moment in time Audio: intimate, expressive and in-depth Conveying emotion & personality beyond the words with rich detail #NewMR Virtual Conference December 2012 18
- 20. Video: immersive aural and visual content Personal, authentic view into the consumers world Photo: ‘a picture is worth a thousand words’ Visually rich stories capturing that moment in time Audio: intimate, expressive and in-depth Conveying emotion & personality beyond the words with rich detail Notes: ‘low tech’ yet invaluable Unobtrusive recording of key moments of truth #NewMR Virtual Conference December 2012 19
- 21. Video: immersive aural and visual content Personal, authentic view into the consumers world Photo: ‘a picture is worth a thousand words’ Visually rich stories capturing that moment in time Audio: intimate, expressive and in-depth Conveying emotion & personality beyond the words with rich detail Notes: ‘low tech’ yet invaluable Unobtrusive recording of key moments of truth Geo-location: pin-pointing the scene Broad to detailed location information #NewMR Virtual Conference December 2012 20
- 22. Going back to our car rental pilot, mobile provided continuous and intimate access to the experience Insight: Renting a car offers the ‘illusion’ of ownership, easily punctured. Car renters tell themselves a story that this car has only been driven by them to mitigate how creepy it might be that hundreds, if not thousands, have been in this car. Reco’s: Car rental company needs to work harder to keep the story alive. Not just about hygiene, about transporting. #NewMR Virtual Conference December 2012 21
- 23. Dedicated apps are just the start Mobile can be used in many creative ways #NewMR Virtual Conference December 2012 22
- 24. Social sharing, liking and pinning are normal activities Dedicated apps offer easy integration of both online and participants’ own pictures to be uploaded on their device of choice #NewMR Virtual Conference December 2012 23
- 25. But always with a purpose #NewMR Virtual Conference December 2012
- 26. To best use mobile qualitative, we need to be able conductors We still need to flex our research muscles to forage, make meaning and tell stories Capture the right data Mine it Turn it into actionable insights Picture Source: www.laphil.com #NewMR Virtual Conference December 2012 25
- 27. To make it work for you: Get in touch with your inner control freak #NewMR Virtual Conference December 2012 26
- 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
Editor's Notes
- 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