Mobile Qualitative 
Using Mobile Media 
to Understand People 
www.mmra-global.org #mmra 
Mark Michelson 
Executive Directo...
Introduction 
www.mmra-global.org #mmra 
1 
1. Ask Questions – PLEASE 
2. Please interrupt me to ask 
questions 
3. Ask an...
The ONE thing you hope to learn 
today 
www.mmra-global.org #mmra 
2
Change is Growth 
• "Without change there is no innovation, 
creativity, or incentive for improvement. 
Those who initiate...
Is Mobile Qual a New Method? 
• Not really - it’s a new channel, not a method 
• However there are many unique features wi...
Why use Mobile Qual to 
Understand People? 
• Mobile is the preferred personal media 
• People are more engaged with their...
Why use Mobile Qual to 
Understand People? 
• Best way to know what participants are 
really doing and feeling in their na...
Early Days of Mobile Qual 
• Adoption of traditional qualitative research 
methods… 
– In-depth Interviewing 
– Group disc...
Early Days of Mobile Qual 
• ….to new technologies 
– PDA’s (e.g. Palm Pilot) 
– SMS/Text 
– Digital Cameras 
• But it was...
Types of data Mobile Qual provides 
• Behavioral: What people do 
• Observational: What people see 
• Sentiment: What peop...
Types of data Mobile Qual provides 
• Sensory: How people perceive sights, sounds 
• Future inputs will include temperatur...
Apps, Mobile Enabled Web (MWAP), 
and SMS/Text 
– Apps – allow for data collection without being 
connected to web. Data t...
Advantages of Mobile Qual 
Presented by Remy Bleijendaal from TNS Nipo at MRMW conference 
• Mobile Qual advantages includ...
Challenges with Mobile Qual 
• Issues with Mobile Qual include: 
– Screen size 
– User experience and on-boarding (trainin...
“OMG” & “WTF” 
Shared by Kristin Luck of Decipher at MRMW Conference 
• OMG 
– O – Online tracking data 
– M – Meta-data i...
Ethics and Standards in Mobile Qual 
• Mobile is very personal media 
– Research participants consent with opt-in permissi...
Guidelines for Use of Videos/Photos 
• If using self-generated video, best to review the video with the 
participant and h...
Some MobileQual Platforms 
www.mmra-global.org #mmra 
17
A quick review of current 
Mobile Qual Apps & Platforms 
• Bulletin Board/Discussion Group 
• Hybrid 
• Ethnography 
• Liv...
Civicom InSitu® Mobile Research 
• Mobile Qual Audio Diaries 
with Video and Photos 
• Mobile Surveys with Open-Ends 
• Ch...
Civicom InSitu® Mobile Research 
• Self-administered Mobile 
Ethnographic Research 
• Lets You Collect User-Generated 
Con...
Civicom InSitu® Mobile Research 
• Respondents touch only one 
number on their phone, and their 
recorded thoughts go into...
Civicom InSitu® Mobile Research 
Civicom InSitu® Audio Recordings Transcribed and Posted 
on Chatterbox® Bulletin Board wi...
Civicom InSitu® Mobile Research 
Works On Any Device (From Landline to Smart Phones) 
www.mmra-global.org #mmra
Why respondents love participating on mobile devices 
Feeling Free To Express and Share 
Ease of Use 
Interactions are int...
Research In the Moment™ 
Designed by researchers for researchers, Revelation is an app and web based qualitative 
research...
The Immersive Research Company 
Designed by researchers for researchers, Revelation is an app 
and web based qualitative r...
Mobile: In the moment interactions 
www.mmra-global.org #mmra
www.mmra-global.org #mmra
www.mmra-global.org #mmra
www.mmra-global.org #mmra
www.mmra-global.org #mmra
www.mmra-global.org #mmra
www.mmra-global.org #mmra
34 www.mmra-global.org #mmra
35 www.mmra-global.org #mmra
36 www.mmra-global.org #mmra
Mobile Ethnography 
• http://www.ethosapp.com 
www.mmra-global.org #mmra 
37
https://secure.qualboard.com/home/login 
38 www.mmra-global.org #mmra
39 www.mmra-global.org #mmra
40 www.mmra-global.org #mmra
Human Challenges with Being 
Mobile 
“…the little devices most of us carry around are 
so powerful that they change not on...
Self Editing 
“Texting and e-mail and posting let us present 
the self we want to be. This means we can edit. 
And if we w...
Mobile Qual Trends 
• Shorter & more focused tasks = more actionable info 
• More targeted assignments – take a photo of “...
Predictions for Mobile Qual 
• Three of the possible futures could be: 
– Power to the people 
• Dissipated workforce disp...
The Opportunity is Yours! 
• Use mobile to bring qualitative to life 
• Start slowly by adding complimentary services – no...
Thank You For 
Your Curiosity! 
Mark Michelson 
mark@mmra-global.org 
www.mmra-global.org #mmra #MobileMR 
www.mmra-global...
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MMRA QRCA NYC Mobile Qualitative Presentation

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Using mobile in qualitative research. A presentation given to the NYC chapter of QRCA in 2014

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MMRA QRCA NYC Mobile Qualitative Presentation

  1. 1. Mobile Qualitative Using Mobile Media to Understand People www.mmra-global.org #mmra Mark Michelson Executive Director, MMRA Atlanta, Georgia USA www.mmra-global.org #mmra
  2. 2. Introduction www.mmra-global.org #mmra 1 1. Ask Questions – PLEASE 2. Please interrupt me to ask questions 3. Ask any questions you have
  3. 3. The ONE thing you hope to learn today www.mmra-global.org #mmra 2
  4. 4. Change is Growth • "Without change there is no innovation, creativity, or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable." – William Pollard www.mmra-global.org #mmra 3
  5. 5. Is Mobile Qual a New Method? • Not really - it’s a new channel, not a method • However there are many unique features with mobile that are creating headlines, especially regarding research (gps tracking, video, photo, etc.) • This could lead to more strict government regulations, self-censorship by participants and a reluctance to use the mobile channel to its’ full potential www.mmra-global.org #mmra 4
  6. 6. Why use Mobile Qual to Understand People? • Mobile is the preferred personal media • People are more engaged with their mobile devices than their computers • More mobile devices are being used to connect to the internet than desktop computers www.mmra-global.org #mmra 5
  7. 7. Why use Mobile Qual to Understand People? • Best way to know what participants are really doing and feeling in their natural environment – Real time data tracking and time stamping – Validated with geo-location – Enhanced reporting with video/photo/audio www.mmra-global.org #mmra 6
  8. 8. Early Days of Mobile Qual • Adoption of traditional qualitative research methods… – In-depth Interviewing – Group discussions – Diaries – Ethnography www.mmra-global.org #mmra 7
  9. 9. Early Days of Mobile Qual • ….to new technologies – PDA’s (e.g. Palm Pilot) – SMS/Text – Digital Cameras • But it was slow to be adopted by participants and clients – mostly because it involved device management and a feeling that they were not in touch with customers. • Smart Phones changed the game www.mmra-global.org #mmra 8
  10. 10. Types of data Mobile Qual provides • Behavioral: What people do • Observational: What people see • Sentiment: What people say/think • Emotional: How people feel www.mmra-global.org #mmra 9
  11. 11. Types of data Mobile Qual provides • Sensory: How people perceive sights, sounds • Future inputs will include temperature, eye tracking and more • Passive: Geo-location, timing, media engagement, Packaging scans (UPC and QR codes) www.mmra-global.org #mmra 10
  12. 12. Apps, Mobile Enabled Web (MWAP), and SMS/Text – Apps – allow for data collection without being connected to web. Data transmitted when best signal is available (wifii for videos, etc.) – MWAP – requires constant connection to web – SMS/Text – data can be transmitted, but difficult to synchronize with existing platforms www.mmra-global.org #mmra 11
  13. 13. Advantages of Mobile Qual Presented by Remy Bleijendaal from TNS Nipo at MRMW conference • Mobile Qual advantages include – Immediacy, fewer recall issues – Fewer questions leading to higher data quality – Contextual richness – Respondent convenience – Greater reach in emerging markets – Greater youth engagement www.mmra-global.org #mmra 12
  14. 14. Challenges with Mobile Qual • Issues with Mobile Qual include: – Screen size – User experience and on-boarding (training) – Validity of self-reported data – Client trust in findings – Participant trust in downloading apps www.mmra-global.org #mmra 13
  15. 15. “OMG” & “WTF” Shared by Kristin Luck of Decipher at MRMW Conference • OMG – O – Online tracking data – M – Meta-data in photos – G – Geo-location • WTF – W – Wandering device ID’s – T – Too complex privacy polices – F – Fees for SMS and data streaming www.mmra-global.org #mmra 14
  16. 16. Ethics and Standards in Mobile Qual • Mobile is very personal media – Research participants consent with opt-in permission – Transparency gains trust – Self-editing and review before approval – The right to be forgotten – Cost to participant for data access • MMRA has worked with major associations including ESOMAR, QRCA, MSPA, to create codes and guidelines for privacy assurance www.mmra-global.org #mmra 15
  17. 17. Guidelines for Use of Videos/Photos • If using self-generated video, best to review the video with the participant and have clearly written permission to approve use of video AFTER reviewing it with participant • Similarly with photos – have the participant agree to “post” EACH photo even if only used for reporting • Check with country laws if sending the photos via mobile devices – some countries (i.e. China, Canada) do not allow transfer of images or video using mobile devices • Policy for protection of photos and images should be specified in advance, in a clear manner www.mmra-global.org #mmra 16
  18. 18. Some MobileQual Platforms www.mmra-global.org #mmra 17
  19. 19. A quick review of current Mobile Qual Apps & Platforms • Bulletin Board/Discussion Group • Hybrid • Ethnography • Live Video • Text/SMS www.mmra-global.org #mmra 18
  20. 20. Civicom InSitu® Mobile Research • Mobile Qual Audio Diaries with Video and Photos • Mobile Surveys with Open-Ends • Chatterbox® Online Bulletin Board • Respondent Recruiting • Transcriptions • Studies Using Pinterest • Qual Text Analytics • CyberFacility® IDIs and Focus Groups • Global Experience and Expertise • Capabilities in Every Country Worldwide www.mmra-global.org #mmra
  21. 21. Civicom InSitu® Mobile Research • Self-administered Mobile Ethnographic Research • Lets You Collect User-Generated Content From Respondents As They Go About Their Daily Lives • Respondents Provide Data Over A Period of Time According To A Plan Of Your Design • You Are Then Able To Analyze That Data To Learn How Behavior Changes Or Is Consistent Over Time www.mmra-global.org #mmra
  22. 22. Civicom InSitu® Mobile Research • Respondents touch only one number on their phone, and their recorded thoughts go into our data base sorted by respondent, date and time • Respondents need only a standard feature phone to participate • Various devices can be combined into a single study – it is not required to use only one type of device in these in-store mobile studies www.mmra-global.org #mmra
  23. 23. Civicom InSitu® Mobile Research Civicom InSitu® Audio Recordings Transcribed and Posted on Chatterbox® Bulletin Board with Images and Video Respondents Can Also Send Text Messages/MMS/Email www.mmra-global.org #mmra
  24. 24. Civicom InSitu® Mobile Research Works On Any Device (From Landline to Smart Phones) www.mmra-global.org #mmra
  25. 25. Why respondents love participating on mobile devices Feeling Free To Express and Share Ease of Use Interactions are intuitive Feel at Home They’re naturally on their mobile devices, so participation in research feels normal and relaxed Free to Express Themselves Mobile devices go where respondents go, and are already used for interacting and capturing information Freedom for Respondents
  26. 26. Research In the Moment™ Designed by researchers for researchers, Revelation is an app and web based qualitative research platform that empowers companies to uncover what people think and do as they think and do them. Participants can be engaged one-on-one and/or as part of social research communities Participants engage via an app on their mobile phones and/or the web Move quickly from data to insights with built-in analysis tools Stay put as activity based research enables in-context understanding from a distance www.mmra-global.org #mmra
  27. 27. The Immersive Research Company Designed by researchers for researchers, Revelation is an app and web based qualitative research platform that empowers companies to uncover what people think and do as they think and do them. • Be there when the interesting things actually happen by having participants share their experiences via a smartphone app and/or on the web • Stay put as activity based research enables in-context understanding from a distance • Participants can be engaged one-on-one and/or as part of social research communities • Move quickly from data to insights with built in analysis tools like filters, tagging, word clouds, word trees, closed ended question tallies, and the ability to export data in a variety of formats www.mmra-global.org #mmra ™
  28. 28. Mobile: In the moment interactions www.mmra-global.org #mmra
  29. 29. www.mmra-global.org #mmra
  30. 30. www.mmra-global.org #mmra
  31. 31. www.mmra-global.org #mmra
  32. 32. www.mmra-global.org #mmra
  33. 33. www.mmra-global.org #mmra
  34. 34. www.mmra-global.org #mmra
  35. 35. 34 www.mmra-global.org #mmra
  36. 36. 35 www.mmra-global.org #mmra
  37. 37. 36 www.mmra-global.org #mmra
  38. 38. Mobile Ethnography • http://www.ethosapp.com www.mmra-global.org #mmra 37
  39. 39. https://secure.qualboard.com/home/login 38 www.mmra-global.org #mmra
  40. 40. 39 www.mmra-global.org #mmra
  41. 41. 40 www.mmra-global.org #mmra
  42. 42. Human Challenges with Being Mobile “…the little devices most of us carry around are so powerful that they change not only what we do, but also who we are.” – Sherry Turkle psychologist, MIT professor and author, of “Alone Together: Why We Expect More From Technology and Less From Each Other.” www.mmra-global.org #mmra 41
  43. 43. Self Editing “Texting and e-mail and posting let us present the self we want to be. This means we can edit. And if we wish to, we can delete. Or retouch: the voice, the flesh, the face, the body. Not too much, not too little — just right. – Sherry Turkle www.mmra-global.org #mmra 42
  44. 44. Mobile Qual Trends • Shorter & more focused tasks = more actionable info • More targeted assignments – take a photo of “x” display • More validation and transparency of everything – Digital media geo-location tags • Near Field Communications (NFC) will help target more precise location in stores • More dissipated workforce through apps – Gigwalk • More integration with social media • Tech cowboys www.mmra-global.org #mmra 43
  45. 45. Predictions for Mobile Qual • Three of the possible futures could be: – Power to the people • Dissipated workforce displaces traditional panel recruiting – E-Agency • Research firms replaced by e-lancers and tech developers catering to DIY clients – More focus on “qualytics” • Making sense of data will be more challenging due to more video and photography. Analytics based more in grounded theory than hypothesis testing or direct questionning www.mmra-global.org #mmra 44
  46. 46. The Opportunity is Yours! • Use mobile to bring qualitative to life • Start slowly by adding complimentary services – not replacing everything • Engage participants beyond observations • Maintain participant trust –learn best practices and ethics of mobile marketing research • It’s about transparency and collaboration – bringing the true customer experience to your client www.mmra-global.org #mmra 45
  47. 47. Thank You For Your Curiosity! Mark Michelson mark@mmra-global.org www.mmra-global.org #mmra #MobileMR www.mmra-global.org #mmra

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