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Taking Qualitative Research to the Cloud - Ericsson Consumerlab


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Presented by Jasmeet Sethi, Regional Head of ConsumerLab, Ericsson …

Presented by Jasmeet Sethi, Regional Head of ConsumerLab, Ericsson
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting

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  • 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  • 2. Platinum Sponsor Media Sponsors Association Partners
  • 3. TAKING QUALITATIVE RESEARCH TO THE CLOUD Jasmeet Sethi Regional Head- Ericsson Consumerlab
  • 4. A journey through time Ethnography and Semiotic approaches accepted DIs & Focus Groups MROCs Social Media Neurological ……. …….. 1930 1960 1980 1990 2000Motivational research Internet mediated research 2013 Bulletin Boards Online Groups Digital Diaries Qualitative research has a much broader toolkit now than ever before. Ericsson Internal | 2013-11-01 | Page 2
  • 5. Our life's are now mobilized! 40% check Facebook first thing in the morning 6% 32% sent an 20 % chat before email from phone while in toilets going to sleep at night. check horoscopes 30% use apps while driving! 14 year old in India In bed morning Source: Ericsson 2013-11-01 | Page 3 ConsumerLab Ericsson Internal | At school Early evening During dinner Late evening In bed
  • 6. Our dilemma QUANTITATIVE Passive metering Transactional data HIGH CONSUMER ? SATISFACTION SCORES QUALITATIVE RESPONSES BASED ON RECALL, EMOTIONS MUTED OVER TIME MISMATCH Key Performance Indicators Operational data Source: Ericsson ConsumerLab Ericsson Internal | 2013-11-01 | Page 4 REDUCTION IN CHURN
  • 7. Same old dance and song my friend! Boy meetsthe traditional film formula on its head torn apart Turning girl, parents object to the marriage, family is - a few fight scenes, dance routines later there is a happy ending. Source: Ericsson| ConsumerLab 5 Ericsson Internal 2013-11-01 | Page
  • 8. a need to find a new script Uncover THE TRUE IMPACT OF POOR CONSUMER EXPERIENCE Ericsson Internal | 2013-11-01 | Page 6 ALL IN THE MOMENT
  • 9. My eureka moment! Learning qualitative research from a 12yr old vaibhav: Uncle wants to know what's our experience with using 3G mobile internet! rohit: Speeds are not as promised, and connection breaks while indoor! Do you need to know more? Ericsson Internal | 2013-11-01 | Page 7
  • 10. So can we take research to the cloud? You need to invest in a mobile MROC! 30% OF TIME SPENT ON SMARTPHONE IS ON CHAT APPS! Whatsapp even bigger than Twitter Source: Ericsson| ConsumerLab 8 Ericsson Internal 2013-11-01 | Page
  • 11. Our approach a blend of traditional and mobile Traditional approach In-depth interviews Respondents pre-recruited based on screening criteria Source: Ericsson| ConsumerLab 9 Ericsson Internal 2013-11-01 | Page Incident Reporting Mobile App Respondents pre-recruited from depth interviews Mobile Group Chat Cloud Apps Same set of pre-recruited respondents are invited
  • 12. Incident reporting app › Custom Reporting Android App as an incident reporting diary › 8 questions › Average time taken to complete: 2-3min › Average of 2 responses per day › 9-10 issues reported per week › Qualitative tracking: Geolocation › Ability to post responses in offline mode › Attach images or open comments › In-app notifications to ensure compliance Source: Ericsson| ConsumerLab 10 Ericsson Internal 2013-11-01 | Page
  • 13. Whatsapp REPLACES FOCus groups Ericsson Internal | 2013-11-01 | Page 11
  • 14. The Outcome In-depth interviews Incident Reporting Mobile App • Quite content with current mobile experience Issues arose lot of stress and frustration among users • Low recall of issues • High stated satisfaction and advocacy However rational decision making took over emotional outburst, no action taken! Ericsson Internal | 2013-11-01 | Page 12 Cloud Group Chat Users exposed to results from incident reporting app Consumers felt trapped in the relationship, see no differentiation, with opcos: low or no trust on customer service
  • 15. What clicked for us? Reduction in travel and set-up time Freemium MROC No need for a dedicated mobile qual platform Cost SPEED On-demand insight community generation 35% reduction Not an alien environment; RICH INSIGHTS Expanding the data-collection window; 2hr F2F-> 3 day mobile project Ericsson Internal | 2013-11-01 | Page 13 Target Difficult-toReach Respondents Capture in-depth reaction to actual events as they occur Emotional Measurements and causal relationship identified
  • 16. Some learning’s › Anonymity and privacy › Inability to observe facial expressions and body language › Moderation capabilities require comfort factor with devices and technology. › Device and connectivity issues may slow you down › Limited Language support and target population as data enabled smartphone users only Source: Ericsson| ConsumerLab 14 Ericsson Internal 2013-11-01 | Page
  • 17. The future of cloud › Imagine recruiting/screening on the go! on-demand! › Emotional Measurements Polling via cloud chat apps › Hybrid approaches › Studio in your pocket Source: Ericsson| ConsumerLab 15 Ericsson Internal 2013-11-01 | Page Explory- a mobile storytelling app
  • 18. Are you WILLING to be the researcher who will fill out your "toolbox" beyond merely traditional approaches? CLOUD IS A DEMOCRACY AND ITS FOR EVERYONE! APPS Ericsson Internal | 2013-11-01 | Page 16
  • 19. So lets write the next blockbuster script! Ericsson Internal | 2013-11-01 | Page 17
  • 20. Platinum Sponsor Media Sponsors Association Partners
  • 21. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360