Using Mobile Qualitatively to Transform Insight Generation | Schwitzer $ Slaughter @ MRMW 2011


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Leveraging “in the moment” capabilities of mobile research for insights generation. Evaluating the benefits and pitfalls of using mobile for qualitative research. Giving examples of successful implementation of qualitative research across multiple mobile platforms. Discussing the future of mobile research: what can we expect in the coming years?

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Using Mobile Qualitatively to Transform Insight Generation | Schwitzer $ Slaughter @ MRMW 2011

  1. 1. Using Mobile Qualitatively to Transform Insight Generation Kristin Schwitzer Dana SlaughterBeacon Research Slaughter Branding
  2. 2. Communication methodsBeacon Research Slaughter Branding
  3. 3. When Mobile Qual makes sense • In the moment • Unscheduled • Reoccuring • UnobtrusiveBeacon Research Slaughter Branding
  4. 4. Teen spendersBeacon Research Slaughter Branding
  5. 5. SuperBowl watchersBeacon Research Slaughter Branding
  6. 6. ShoppersBeacon Research Slaughter Branding
  7. 7. Youth lacrosse
  8. 8. Emotional moments Jaclyn, July 2010 This moment in particular was me and my hubby. Today’s he’s off, so we got to wake up and spend time with each other while the baby was still asleep, and I asked him if he was hungry. He said yes, so I made him a little something to eat here in the apartment . . . it’s always good to have one-on-one time with him, especially when the baby’s asleep, because I can have all his attention, then he can have all of mine and it’s definitely something that makes me feel very, very happy because I do like spending time with him alone.Beacon Research Slaughter Branding
  9. 9. Benefits of mobile qual • Greater access • In the moment • Immediate • More accurate • More convenient • Less intrusiveBeacon Research Slaughter Branding
  10. 10. Pitfalls of mobile qual • Not for everyone • Short responses common • Probing essential • Behavior tracking/prodding needed • Instructions difficult • Interfaces not strong (yet)Beacon Research Slaughter Branding
  11. 11. Our recommendations • Use mobile as part of a hybrid design – not alone • Give concise yet specific instructions • Avoid rapid action requests • Allow varied response types • Send reminders often and redirect as neededBeacon Research Slaughter Branding
  12. 12. The future of mobile qual • Top focus of tech providers – More app-based solutions – Easier and more advanced UI for researchers – Greater integration with other tools • Increased consumer acceptance • More GPS location / promotion researchBeacon Research Slaughter Branding
  13. 13. Our contact info Kristin Schwitzer Dana Slaughter 410.263.3934 214.395.8364Beacon Research Slaughter Branding