October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
Mobile Qualitative
Workshop
MRMW London
Three Rules for
Today

1. Ask Questions – PLEASE
2. Please interrupt me to
ask questions
3. Ask any questions you
have
10/...
Introductions

The ONE thing you hope to learn today

10/15/2013

20|20

3
Introductions
Isaac Rogers, CIO 20|20
1. More confident in when and how to apply

mobile qual
2. Realize that we are ADDI...
20|20- What We Do
‣ We partner with researchers around the
globe to help them execute online projects
‣ One of the largest...
Your Research Partner
Nationwide
Recruiting

Project
Management
and Support

World Class
Research
Software

True, Qualitat...
Global Experience

QualBoard Implementations, 2012

10/15/2013

20|20

7
“Discussion
Forum”

Real-Time
Shorter, more
direct

Longer Term

10/15/2013

Asynchronous
Deep Insights

Both are Mobile
C...
Basic Technology
(2008)

Evolution of Mobile Qual Research
First iPhone
(2007)

Basic Technology
(2008)

Evolution of Mobile Qual Research
Dedicated
Platforms suited
for Qual (SMS)
(2009)

Evolution of Mobile Qual Research
App-based
solutions for Qual
(2010)

Evolution of Mobile Qual Research
Widespread
adoption (2011)

Evolution of Mobile Qual Research
Variety of mobile
qual methods

Evolution of Mobile Qual Research
Mobile Qualitative Today
About 25% of our studies have a

significant mobile component
45+ countries in last six months
...
Types of Mobile Qualitative
Mobile Discussions

Mobile Journals

Real-Time
Ethnography

SMS/Text Diaries

• App-based
• Pi...
Types of Mobile Qualitative
Mobile Discussions

Mobile Journals

Real-Time
Ethnography

SMS/Text Diaries

• App-based
• Pi...
What’s working
Multimedia
Pictures/Video are a trademark of a good mobile
project
Asynchronous (3-10 day experiences)
...
Key Benefits of Mobile Qual
Easy
Pictures/Videos
Convenience
Untethered
Feedback
10/15/2013

• Easy way to gather in-home/...
What’s Not Working
Expecting participant behavior to change
Weekends/late nights still challenging
“Every time you see ...
What’s Surprising
It’s really EASY to do
Tools and platforms are simple for any

researcher to use
Too easy?
New Data ...
Missed Opportunities!

Includes participant Geo-location, allowing you to add a brandnew dimension to how you understand p...
Map View in QualBoard

10/15/2013

20|20

23
We still have much to learn…
Researchers have
just started
scratching the
surface of how to
tell the deeper
story from mob...
Three Levels of Mobile Research

10/15/2013

20|20

25
The Mobile World
Fact:
Your Participants are expecting your research to be

“mobile enabled” today
~25% of all QualBoar...
The Mobile World
So who are these mobile participants?

~62%
2 Thriving
Platforms

And Growing
10/15/2013

• Of US Curren...
The Mobile World
As a Qualitative Researcher:
You can Know this shift
You can Plan for this trend
You can Demand mobile...
How your Discussion looks
on a Smartphone
 All your moderator questions appear

on the Mobile App--- just like in the
nor...
Multimedia is KEY for Mobile Qual

 Simple, EASY way to submit pictures

and video (and required commentary)
 Collect DO...
Multimedia is KEY for Mobile Qual

10/15/2013

20|20

31
10/15/2013

20|20

32
10/15/2013

20|20

33
How Mobile Posts appear in
the QualBoard® system
Just like normal posts, but
with a “mobile indicator”

Small icons to sho...
We Still Have Challenges (In Qual)

Shorter Responses

Unique Engagement
Patterns

Technology
Limitations

• Responses are...
We Still Have Challenges (In Qual)

Everyone talks about
this end of the chart

10/15/2013

20|20

36
We Still Have Challenges (In Qual)

Many ignore this
one…
These countries have
less than 1/3
penetration

10/15/2013

20|2...
We Still Have Challenges (In Qual)

Devices are NOT
perfect for all
activities yet

10/15/2013

20|20

38
We Still Have Challenges (In Qual)

Mobile Path To
Purchase
Significant Falloff as
more input/data
collection required

10...
My Home Screen

10/15/2013

20|20

40
My Home Screen
23 total apps
6 that my creation of content
even comes CLOSE to my
consumption

10/15/2013

20|20

41
We Still Have
Challenges (In Qual)

Takeaway:

‣ This data paints an
important picture for
mobile qualitative
‣ Qual Resea...
Mobile isn’t quite there yet…
And we need to be OK with that…

10/15/2013

20|20

43
Mobile isn’t quite there yet…

It’s just a tool.
No one tool is perfect at everything.
10/15/2013

20|20

44
Mobile isn’t quite there yet…

Let’s be this guy
10/15/2013

20|20

45
How to use the Mobile Qualitative
Tool

10/15/2013

20|20

46
Three Levels of Mobile Research
In today’s world, Mobile research isn’t a

an either-or decision (mobile vs. nonmobile)
...
Three levels of mobile qualitative

Seasoning

Appetizer

Main Course

• Knowing
mobile will
happen and
benefiting
from it...
Three levels of mobile qualitative
This will happen
(no matter
what!)

This is simple
(just a few
changes to your
thinking...
Seasoning (Knowing mobile will
happen)
Participants will expect some type

of mobile capability in your online
research
...
Appetizer (integrating mobile in to
your research)
Recruit participants knowing many/most

have a smartphone (use an exis...
Main Course (expecting mobile to
deliver the meat of your research)
Design MOST of your questions to

be answered from a ...
Mobile Qualitative Best Practices

1. Understand the Boundaries of Mobile
2. Recruiting for Mobile

3. Optimize Mobile Ben...
Understanding the Boundaries of
Mobile
Understand limitations of mobile devices
Short videos (<2min)
Rough images (not ...
Mobile Vs. Desktop/Laptop
Mobile Answers:
Shorter
More image/video based
More in-the-moment (when participant is away ...
Recruiting for Mobile
Depending on your target demographic,

anywhere from 20% to 80% will have a
smartphone
Participant...
Recruiting for Mobile
Incentives
Vary, depending on length of study
3-day mobile project is typically the same as 2-hr ...
Optimize for Mobile Benefits
Try out your questions on a device before

sending them to participants
Test for length and...
Mobile Vs. Online

Mobile

Online

• In the moment
• More experiential
• More personal

• Richer feedback
• More reflectiv...
Online vs Mobile Design
Considerations
Activity Length
Participant posts are 60% as long
Time-in-research 50%
2x as ma...
Online vs Mobile Design
Considerations
25

20

15

Pages/Visit
Visit Duration
10

5

0
Desktop

10/15/2013

Mobile

Tablet...
Online vs Mobile Design
Considerations
Pictures as Projectives
Participants find adding pictures/video easy
from mobile ...
Online vs Mobile Design
Considerations
Mobile is more individual
Participants less likely to interact when there are
mor...
Case Studies

10/15/2013

20|20

64
Case #1: “Naturally” Mobile
Study Goal:

Design Type:
Pre-discussion Mobile
Journals
Mobile was a key
component, but
secon...
Case #1: “Naturally” Mobile

Recruitment

1 week Mobile
Journaling of Daily
Meals/Snacking

Document Real
Behavior

10/15/...
Case #1: “Naturally” Mobile
Learning?
Week-long journal activities capture each

meal in pictures
Group discussion to r...
Case #2: Shopping Safari
Study Goal:

Design Type:
Weekend Shopping
Self-Ethnographies
Mobile was primary
focus (Main Cour...
Case #2: Shopping Safari
SHOPPING
SAFARI
Recruitment

WEEKEND

Preweekend
discussion

10/15/2013

Postshopping
wrapup

20|...
Case #2: Shopping Safari
Learning?
Sent shoppers to 3 electronic retailers to
price-compare an item of their choice
Pic...
Case #3: In-Home Mobile
Ethnography
Study Goal:

Design Type:
Real-Time In Home
Mobile Ethnography
Mobile was secondary
fo...
In-Home Mobile Ethnography

5 Traditional F2F
Ethnographies (2
markets)

10/15/2013

15 Mobile In-Home
Ethnographies in 10...
QualMeeting: In-Home
Mobile Ethnographies

10/15/2013

20|20

73
Mobile Ethnography
Moderated

Client
Accessible
Fast
10/15/2013

• Moderator leads participant through
engagement
• More o...
Session Flow

Session Start
from Desktop
• 5-10 min
moderator
webcam
interview

Transition to
the Mobile
device

Walk arou...
Today’s Ethnography Options
Traditional

Mobile
Ethnography

Participant
Digital
Journals/Diaries

Moderator On Site

Mode...
Case #3: Hybrid Mobile
Ethnography
Learning?
Best of both worlds: F2F and Mobile

Ethnography
Stretches client budget t...
Takeaways
1. Mobile Qual is really easy
2. Effective designs are hard
3. Think about the experience and what a

participan...
Roll Up Our Sleeves

10/15/2013

20|20

79
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
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Mobile Qualitative Workshop - 2020

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Presented by Isaac Rogers, Chief Technology Officer, 20|20 Research
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Mobile Qualitative Workshop - 2020

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. Mobile Qualitative Workshop MRMW London
  5. 5. Three Rules for Today 1. Ask Questions – PLEASE 2. Please interrupt me to ask questions 3. Ask any questions you have 10/15/2013 20|20 2
  6. 6. Introductions The ONE thing you hope to learn today 10/15/2013 20|20 3
  7. 7. Introductions Isaac Rogers, CIO 20|20 1. More confident in when and how to apply mobile qual 2. Realize that we are ADDING mobile qual, not MOVING to it 3. “Doing mobile” is easy. Understanding how best to do it doesn’t come naturally 10/15/2013 20|20 4
  8. 8. 20|20- What We Do ‣ We partner with researchers around the globe to help them execute online projects ‣ One of the largest providers of online qual tools and service in the world ‣ We’ve trained more researchers to use online qual than anyone else on the planet ‣ A passion for Helping you do better research 10/15/2013 20|20 5
  9. 9. Your Research Partner Nationwide Recruiting Project Management and Support World Class Research Software True, Qualitative recruiting Single point of contact for project management Innovative online platforms Measurably some of highest quality recruiting (96% show rate vs. 70% average) 24x5 logistics support International and designed for global research needs 400k in our proprietary nationwide panel Reduce your cost/time commitments by offloading tasks and logistics Full training and technical support 10/15/2013 20|20 6
  10. 10. Global Experience QualBoard Implementations, 2012 10/15/2013 20|20 7
  11. 11. “Discussion Forum” Real-Time Shorter, more direct Longer Term 10/15/2013 Asynchronous Deep Insights Both are Mobile Compatible “Online Interview” Conversational 20|20 8
  12. 12. Basic Technology (2008) Evolution of Mobile Qual Research
  13. 13. First iPhone (2007) Basic Technology (2008) Evolution of Mobile Qual Research
  14. 14. Dedicated Platforms suited for Qual (SMS) (2009) Evolution of Mobile Qual Research
  15. 15. App-based solutions for Qual (2010) Evolution of Mobile Qual Research
  16. 16. Widespread adoption (2011) Evolution of Mobile Qual Research
  17. 17. Variety of mobile qual methods Evolution of Mobile Qual Research
  18. 18. Mobile Qualitative Today About 25% of our studies have a significant mobile component 45+ countries in last six months 30,000 mobile insights a month Most are “convenient access” insights 300% increase in mobile projects annually 10/15/2013 20|20 15
  19. 19. Types of Mobile Qualitative Mobile Discussions Mobile Journals Real-Time Ethnography SMS/Text Diaries • App-based • Picture/Video uploads • Offline Mode • Typically 3-10 days • App-based • Activity based (think Homework) • Typically 5-10 days or more • 1-hour moderated mobile “walk along” • In-Home and InOffice moderated one-on-one • Less common today • Question>Answer activities • Smartphone NOT required 10/15/2013 20|20 16
  20. 20. Types of Mobile Qualitative Mobile Discussions Mobile Journals Real-Time Ethnography SMS/Text Diaries • App-based • Picture/Video uploads • Offline Mode • Typically 3-10 days • App-based • Activity based (think Homework) • Typically 5-10 days or more • 1-hour moderated mobile “walk along” • In-Home and InOffice moderated one-on-one • Less common today • Question>Answer activities • Smartphone NOT required Apps 10/15/2013 SMS/MMS 20|20 17
  21. 21. What’s working Multimedia Pictures/Video are a trademark of a good mobile project Asynchronous (3-10 day experiences) i.e. Mobile Journals and Discussions Real-time mobile methods (in-home ethnos, etc) are in their infancy Hybrids Blend of traditional online and mobile Probably 90% of all designs today 10/15/2013 20|20 18
  22. 22. Key Benefits of Mobile Qual Easy Pictures/Videos Convenience Untethered Feedback 10/15/2013 • Easy way to gather in-home/mobile shop-along pictures and videos • Participants choose to access research from mobile when on plane/train/couch • Researcher’s activities no longer tethered to the desktop 20|20 19
  23. 23. What’s Not Working Expecting participant behavior to change Weekends/late nights still challenging “Every time you see an ad, take a picture” does not work… Poor recruiting for mobile Device/technical issues slow project fielding Mobile-Only Qual Less than 5% of designs are mobile only Mixed traditional online + mobile is 95% 10/15/2013 20|20 20
  24. 24. What’s Surprising It’s really EASY to do Tools and platforms are simple for any researcher to use Too easy? New Data is barely being used Huge opportunity with today’s technology Example: DayStreaming 10/15/2013 20|20 21
  25. 25. Missed Opportunities! Includes participant Geo-location, allowing you to add a brandnew dimension to how you understand participant behavior (permission-based) 10/15/2013 20|20 22
  26. 26. Map View in QualBoard 10/15/2013 20|20 23
  27. 27. We still have much to learn… Researchers have just started scratching the surface of how to tell the deeper story from mobile data 10/15/2013 20|20 24
  28. 28. Three Levels of Mobile Research 10/15/2013 20|20 25
  29. 29. The Mobile World Fact: Your Participants are expecting your research to be “mobile enabled” today ~25% of all QualBoard participants are on a mobile device So you have a choice: You can eitherKnow mobile is here and be OK with it (it is!) Plan for mobile and benefit from it Demand mobile insights Mobile is here. Participants expect this. How big a part will it play in your research? 10/15/2013 20|20 26
  30. 30. The Mobile World So who are these mobile participants? ~62% 2 Thriving Platforms And Growing 10/15/2013 • Of US Current Cell Phone Subscribers • US is 17th among Smartphone penetration • iPhone/iPad/iPod Touch (Apple™) • Android (large number of devices) • 80% of phone sold today are “smart devices” 20|20 27
  31. 31. The Mobile World As a Qualitative Researcher: You can Know this shift You can Plan for this trend You can Demand mobile interactions Ignoring will not work! 10/15/2013 20|20 28
  32. 32. How your Discussion looks on a Smartphone  All your moderator questions appear on the Mobile App--- just like in the normal QualBoard® system!  Any pictures/video stimuli is also seen on the device 10/15/2013 20|20 29
  33. 33. Multimedia is KEY for Mobile Qual  Simple, EASY way to submit pictures and video (and required commentary)  Collect DOZENS of images within minutes 10/15/2013 20|20 30
  34. 34. Multimedia is KEY for Mobile Qual 10/15/2013 20|20 31
  35. 35. 10/15/2013 20|20 32
  36. 36. 10/15/2013 20|20 33
  37. 37. How Mobile Posts appear in the QualBoard® system Just like normal posts, but with a “mobile indicator” Small icons to show geo-location 10/15/2013 20|20 34
  38. 38. We Still Have Challenges (In Qual) Shorter Responses Unique Engagement Patterns Technology Limitations • Responses are typically 60% as lengthy (text) • Less likely to answer multi-part questions adequately • Participants typically come/go twice as often • Troubling for concept tests and studies with more attention required • Video is a problem with HD cameras • Screen sizes/capabilities are constantly changing 10/15/2013 20|20 35
  39. 39. We Still Have Challenges (In Qual) Everyone talks about this end of the chart 10/15/2013 20|20 36
  40. 40. We Still Have Challenges (In Qual) Many ignore this one… These countries have less than 1/3 penetration 10/15/2013 20|20 37
  41. 41. We Still Have Challenges (In Qual) Devices are NOT perfect for all activities yet 10/15/2013 20|20 38
  42. 42. We Still Have Challenges (In Qual) Mobile Path To Purchase Significant Falloff as more input/data collection required 10/15/2013 20|20 39
  43. 43. My Home Screen 10/15/2013 20|20 40
  44. 44. My Home Screen 23 total apps 6 that my creation of content even comes CLOSE to my consumption 10/15/2013 20|20 41
  45. 45. We Still Have Challenges (In Qual) Takeaway: ‣ This data paints an important picture for mobile qualitative ‣ Qual Research is highly dependent on content creation ‣ Text ‣ Images ‣ Video ‣ Devices still have more ground to make up before we have parity with Desktop/Laptop 10/15/2013 20|20 42
  46. 46. Mobile isn’t quite there yet… And we need to be OK with that… 10/15/2013 20|20 43
  47. 47. Mobile isn’t quite there yet… It’s just a tool. No one tool is perfect at everything. 10/15/2013 20|20 44
  48. 48. Mobile isn’t quite there yet… Let’s be this guy 10/15/2013 20|20 45
  49. 49. How to use the Mobile Qualitative Tool 10/15/2013 20|20 46
  50. 50. Three Levels of Mobile Research In today’s world, Mobile research isn’t a an either-or decision (mobile vs. nonmobile) That decision was made FOR YOU! It’s how MUCH mobile interaction you want to promote in your research 10/15/2013 20|20 47
  51. 51. Three levels of mobile qualitative Seasoning Appetizer Main Course • Knowing mobile will happen and benefiting from it • Planning to integrate some mobile insights • Expecting mobile to deliver the “meat” of your research 10/15/2013 20|20 48
  52. 52. Three levels of mobile qualitative This will happen (no matter what!) This is simple (just a few changes to your thinking) This is hard (lots of logistics and recruiting required) Seasoning Appetizer Main Course • Knowing mobile will happen and benefiting from it • Planning to integrate some mobile insights • Expecting mobile to deliver the “meat” of your research 10/15/2013 20|20 49
  53. 53. Seasoning (Knowing mobile will happen) Participants will expect some type of mobile capability in your online research Just choose a platform with an accessible mobile application (iOS or Android) Direct participants to traditional computer when more thoughtful/interactive answers required 10/15/2013 20|20 50
  54. 54. Appetizer (integrating mobile in to your research) Recruit participants knowing many/most have a smartphone (use an existing mobile panel like 20|20 or others) Enable LifeNotes™ for mobile “in-themoment” journals alongside your core group discussion Create discussion sections dedicated to mobile responses (in-store sections, weekend shopping sections, etc) 10/15/2013 20|20 51
  55. 55. Main Course (expecting mobile to deliver the meat of your research) Design MOST of your questions to be answered from a mobile device Typically, these studies are focused on: Mobile Shop Alongs Video/Image Daily Diaries Mobile Ethnography 10/15/2013 20|20 52
  56. 56. Mobile Qualitative Best Practices 1. Understand the Boundaries of Mobile 2. Recruiting for Mobile 3. Optimize Mobile Benefits 10/15/2013 20|20 53
  57. 57. Understanding the Boundaries of Mobile Understand limitations of mobile devices Short videos (<2min) Rough images (not professional photographers! Small Keyboards (or SIRI voice-to-text) Consider participant lifestyles Don’t expect much on weekends The PC is your friend Allow participants to ALSO post from PC to the web-based discussion (the backup plan) 10/15/2013 20|20 54
  58. 58. Mobile Vs. Desktop/Laptop Mobile Answers: Shorter More image/video based More in-the-moment (when participant is away from PC) Location-based (can view post location on a map) Desktop/Laptop interaction Longer answers with more discussion More reflective More detail More group interaction 10/15/2013 20|20 55
  59. 59. Recruiting for Mobile Depending on your target demographic, anywhere from 20% to 80% will have a smartphone Participants don’t always know what kind of smartphone they own (you need good recruiters!) Work with experienced recruiters who can set good expectations They MUST describe study requirements in detail, especially for mobile-focused projects 10/15/2013 20|20 56
  60. 60. Recruiting for Mobile Incentives Vary, depending on length of study 3-day mobile project is typically the same as 2-hr F2F focus group If purchase/travel required, must include cost Engagement Repetitive tasks do not work; vary the activities Engage group via online (desktop) discussion to increase overall activity 10/15/2013 20|20 57
  61. 61. Optimize for Mobile Benefits Try out your questions on a device before sending them to participants Test for length and readability For in-the-moment feedback (picture journals, in-store questions, etc), prepare participants BEFORE it’s required Post notices telling them what’s ahead Use “Push” notifications 10/15/2013 20|20 58
  62. 62. Mobile Vs. Online Mobile Online • In the moment • More experiential • More personal • Richer feedback • More reflective • More discussion-based 10/15/2013 20|20 59
  63. 63. Online vs Mobile Design Considerations Activity Length Participant posts are 60% as long Time-in-research 50% 2x as many total visits per day Result? Mobile designs should “slice” the discussion into smaller pieces Refresh concepts/themes more often “Remember, this is concept C, which describes a product with a price point of…” 10/15/2013 20|20 60
  64. 64. Online vs Mobile Design Considerations 25 20 15 Pages/Visit Visit Duration 10 5 0 Desktop 10/15/2013 Mobile Tablet 20|20 N=50,000 visits each 61
  65. 65. Online vs Mobile Design Considerations Pictures as Projectives Participants find adding pictures/video easy from mobile device Result? Ask for a quick photo, then have participants describe why they chose that photo “Quick, take a picture of the first thing that reminds you of shampoo” 10/15/2013 20|20 62
  66. 66. Online vs Mobile Design Considerations Mobile is more individual Participants less likely to interact when there are more mobile activities Result? Blend your project between online + mobile Day 1, online discussion with group Day 2, mobile shop-along Day 3, online discussion with group 10/15/2013 20|20 63
  67. 67. Case Studies 10/15/2013 20|20 64
  68. 68. Case #1: “Naturally” Mobile Study Goal: Design Type: Pre-discussion Mobile Journals Mobile was a key component, but secondary to the discussion (Appetizer) • Understand how consumers are including organic/healthy choices in their diet • Document where the healthy compromise hadn’t fully taken hold (snacks, guilty pleasures, etc) Study Design: • QualBoard Discussion with 35 women from across US who eat a mostly healthy diet • 20|20 recruited women from our existing mobile panel • 1 week meal journals followed up by 3-day discussion 10/15/2013 20|20 65
  69. 69. Case #1: “Naturally” Mobile Recruitment 1 week Mobile Journaling of Daily Meals/Snacking Document Real Behavior 10/15/2013 20|20 3 Day Group Discussion Discuss as a Group 66
  70. 70. Case #1: “Naturally” Mobile Learning? Week-long journal activities capture each meal in pictures Group discussion to reveal “healthy habits” vs. “guilty pleasures” Honesty in images allowed researchers to see actual behavior 10/15/2013 20|20 67
  71. 71. Case #2: Shopping Safari Study Goal: Design Type: Weekend Shopping Self-Ethnographies Mobile was primary focus (Main Course) Online discussion for probing/debriefing 10/15/2013 • Understand how electronics consumers were price-comparing stores vs. online Study Design: • QualBoard Discussion with 20 men age 18-40 who shop both in-store and online • 2 week study: • Pre-weekend questions for group • Weekend Shopping Excursions • Post-shopping follow-up 20|20 68
  72. 72. Case #2: Shopping Safari SHOPPING SAFARI Recruitment WEEKEND Preweekend discussion 10/15/2013 Postshopping wrapup 20|20 69
  73. 73. Case #2: Shopping Safari Learning? Sent shoppers to 3 electronic retailers to price-compare an item of their choice Picture/video documentary of their shopping experience Also documented their online shopping/price comparisons each day Chance to observe in-store behavior and how they price-compared to online retailers 10/15/2013 20|20 70
  74. 74. Case #3: In-Home Mobile Ethnography Study Goal: Design Type: Real-Time In Home Mobile Ethnography Mobile was secondary focus (Appetizer) • Understand in-home usage behavior in FMCG category (Soft Drink/Soda) Study Design: • Hybrid Ethnography • 5 Face-to-Face Traditional • 15 Nationwide Mobile Ethnographies 10/15/2013 20|20 71
  75. 75. In-Home Mobile Ethnography 5 Traditional F2F Ethnographies (2 markets) 10/15/2013 15 Mobile In-Home Ethnographies in 10 different states 20|20 72
  76. 76. QualMeeting: In-Home Mobile Ethnographies 10/15/2013 20|20 73
  77. 77. Mobile Ethnography Moderated Client Accessible Fast 10/15/2013 • Moderator leads participant through engagement • More opportunity for insight • Clients can observe • Recorded instantly • 5 cities in 5 hours (vs days) • Fast to field 20|20 74
  78. 78. Session Flow Session Start from Desktop • 5-10 min moderator webcam interview Transition to the Mobile device Walk around home/office • 15-20 minutes • Streaming from mobile device • Participant on camera • Audio from cell phone Back to PC • Final thoughts • Wrapup 45 minutes, 15 min break between 10/15/2013 20|20 75
  79. 79. Today’s Ethnography Options Traditional Mobile Ethnography Participant Digital Journals/Diaries Moderator On Site Moderator Driven Participant Driven $$$$$$$ Inexpensive No Moderation/exploration Time/Travel Exploratory Inexpensive Small Sample Medium Sample Large Sample 10/15/2013 20|20 76
  80. 80. Case #3: Hybrid Mobile Ethnography Learning? Best of both worlds: F2F and Mobile Ethnography Stretches client budget to more interviews in more regions Much faster turn-around for researchers 10/15/2013 20|20 77
  81. 81. Takeaways 1. Mobile Qual is really easy 2. Effective designs are hard 3. Think about the experience and what a participant will provide from a mobile device 10/15/2013 20|20 78
  82. 82. Roll Up Our Sleeves 10/15/2013 20|20 79
  83. 83. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  84. 84. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  85. 85. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
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