The use of the iPad in and for qualitative researchì  QRIC – Malta 07th April 2011    From the perspective of a    classi...
Overview       ì  Background       ì  Implications for research       ì  The iPad as a tool for qualitative research   ...
It‘s a digital world  ì  People live digital and online.  ì  People use digital devices.  ì  Since the launch of the iP...
The classic PC era endsì  As a mobile phone is not anymore only a mobile phone so is and will be    the change on the (pe...
More than just a new device  ì  40 million iPads to be producted in 2011     (compared to 15 million in 2010).     ì  An...
Change from stationary to mobileì  Mobility out-of-   home (macro-   cosmos)ì  Mobility in-home   (micro-cosmos)ì  Natu...
Role of the PC and the Internet are changingì  The era of classic web- and computer based (qualitative)   research will e...
Why the iPad?                ì
Intuitive interfaceì  Closer to and closer with the respondent.ì  Even small children can use it.ì  Apps help to get a ...
Embedded into everyday lifeì  Seamless integration into personal lifestyle.ì  Main usage of the iPad is in a private con...
Higher involvement of the respondentì  Far beyond from just being another functional    technical device.ì  The iPad is ...
Why?ì  The iPad, as soon as you have it, becomes part of the daily   lifestyle and routine.   ì  „It has become a part o...
Interactivity anytime and anywhereì  Online    ì  Flexibility        ì  Time and place        ì  Provision and update ...
Importance for marketing (and research)ì  Tablet use will be ‚established‘ in the future.ì  iPad to become more and more...
a.    Mobileb.    Creativec.    Authentic             Best pre-conditions to allow creative           insights/response an...
Versatileì  Full access to the www.ì  Paperback-sized display.    ì  1024 pixel pages can very well be read and create ...
Multimedia interviewingì  In a direct and intuitive way.ì  With possibilities that are beyond current technologies.ì  C...
Expanding target groups and samplesì  Easy and intuitive use.ì  From 3 years up to ? years.ì  Positive about the use of...
Activities and tasksì  Behaviour    ì  Journals and diaries    ì  Reporting and commenting    ì  Capturing momentsì  ...
New possibilities by adapting to tablets                             Brainstorming             Updated             content...
Using appsì    High quality and allowing good results      ì    Collages            ì  Use of own photos            ì ...
Mobile researchì  Specific tools and solutions   (e.g. Revelation Mobile,   QualVu and more to come)ì  Street surveysì ...
Smaller scaled quant-/web surveysì  Use of the iPad as a client    ì  Via Web    ì  Specific clients (e.g. via        P...
Face-to-face video conferencingì  Much more effective compared to paper and pencil and with   regards to data entry.   ì...
Online questionnaire interviewing evolvesì  Can record voice or video in questionnaires with open-ended   questions (inst...
In classic qualitative researchì  Group discussions, workshops    ì  Pre-tasks   ì  Questionnaires   ì  Provision of s...
A ‚rich‘ way of conducting groupsì  Results (polls, surveys, brainstorms etc.) in real-time - can be   used straight away...
Practical issues and limitationsì  No Flash (iPad; not Android).ì  Limited mobility.   ì  Size.   ì  Weight.   ì  Bat...
More (but however) limited mobilityì  Due to its size only in certain ways relevant as a mobile   research toolì  Main u...
The iPad as a subject of researchì  App testingì  Testing of marketing and communication activities via the   iPad   ì ...
Outlookì  Qualitative research is evolving.ì  A reflection of changing consumer attitudes, habits and behaviour.ì  The ...
For us ...ì  Using the iPad and its new possibilities is a real challenge for   qualitative research and qualitative rese...
Upcoming SlideShare
Loading in …5
×

The use of the iPad in and for qualitative market research

2,431 views

Published on

Presentation Charts. QRIC conference in Malta; April 2011

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,431
On SlideShare
0
From Embeds
0
Number of Embeds
365
Actions
Shares
0
Downloads
18
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

The use of the iPad in and for qualitative market research

  1. 1. The use of the iPad in and for qualitative researchì  QRIC – Malta 07th April 2011 From the perspective of a classic qualitative researcher
  2. 2. Overview ì  Background ì  Implications for research ì  The iPad as a tool for qualitative research ì  Outlook
  3. 3. It‘s a digital world ì  People live digital and online. ì  People use digital devices. ì  Since the launch of the iPhone digital communication devices have become a constant companion and are used for all aspects of everyday life. Involvement in every day life
  4. 4. The classic PC era endsì  As a mobile phone is not anymore only a mobile phone so is and will be the change on the (personal) use of computers.ì  Digital mobile devices are a part of everyday life and replace classic PC.
  5. 5. More than just a new device ì  40 million iPads to be producted in 2011 (compared to 15 million in 2010). ì  And this is only the iPad. Other tablets are/will be launched on the market soon. ì  Tablets are and will be changing the personal use of the internet.
  6. 6. Change from stationary to mobileì  Mobility out-of- home (macro- cosmos)ì  Mobility in-home (micro-cosmos)ì  Natural environment contextì  And often a more relevant context
  7. 7. Role of the PC and the Internet are changingì  The era of classic web- and computer based (qualitative) research will end.ì  Market research via Internet = online will be even more important and relevant - but used in a different way. It makes a difference if you have to go where your computer is or if your device/computer is where you are.
  8. 8. Why the iPad? ì
  9. 9. Intuitive interfaceì  Closer to and closer with the respondent.ì  Even small children can use it.ì  Apps help to get a better access and are tailored for the use with the iPad.ì  Using one of the most versatile tools we have : your fingers.
  10. 10. Embedded into everyday lifeì  Seamless integration into personal lifestyle.ì  Main usage of the iPad is in a private context ... ì  At home – 80% of the usage of the iPad is private ì  In the evening - taking the time and having the time ì  For everyday routines ì  Read, search, play, inform, communicate, purchase ...
  11. 11. Higher involvement of the respondentì  Far beyond from just being another functional technical device.ì  The iPad is a personal tool (much more so than a PC/laptop).ì  It‘s a piece of fascinating technology.ì  Respondents have fun using the iPad. ì  This might wear out as an effect but will remain relevant.ì  People love their iPad (or tablet).
  12. 12. Why?ì  The iPad, as soon as you have it, becomes part of the daily lifestyle and routine. ì  „It has become a part of my life“. ì  Regardless of the age.ì  An easy to use and simple piece of technology that makes technology (more) tangible.ì  Seamless interaction with the device where-ever you are.ì  Allows easy creation of ways to express yourself in a creative way.ì  Allows respondents to be creative.
  13. 13. Interactivity anytime and anywhereì  Online ì  Flexibility ì  Time and place ì  Provision and update of content ì  GPS ì  Tracking (legal issues)
  14. 14. Importance for marketing (and research)ì  Tablet use will be ‚established‘ in the future.ì  iPad to become more and more important for marketing and communication.ì  Relevant and important as a tool and a subject for research. ì  Tool and subject are one
  15. 15. a.  Mobileb.  Creativec.  Authentic Best pre-conditions to allow creative insights/response and better, richer and more versatile ways to express opinions, attitudes and insights.
  16. 16. Versatileì  Full access to the www.ì  Paperback-sized display. ì  1024 pixel pages can very well be read and create a very realistic environment.ì  Images (viewing and re-viewing, editing, shooting, screenshots).ì  Audio/Voice.ì  Video (play back and record).ì  Sound.
  17. 17. Multimedia interviewingì  In a direct and intuitive way.ì  With possibilities that are beyond current technologies.ì  Combining allows more creative response and input.ì  Different to providing and responding on a PC or Laptop.
  18. 18. Expanding target groups and samplesì  Easy and intuitive use.ì  From 3 years up to ? years.ì  Positive about the use of the iPad.
  19. 19. Activities and tasksì  Behaviour ì  Journals and diaries ì  Reporting and commenting ì  Capturing momentsì  Understanding the context ì  Photos and videos (of myself or to explain the context)ì  Expressing ì  Collage ì  Storytelling
  20. 20. New possibilities by adapting to tablets Brainstorming Updated content Drawing Polls & Surveys Mapping Collageì  Adaption into digital could create richer input
  21. 21. Using appsì  High quality and allowing good results ì  Collages ì  Use of own photos ì  Photos from the largest photo library in the world! ì  Brainstorming ì  Drawing - the most natural and direct way: with your fingers!ì  Creativity is a great motivator.ì  Saving and mailingì  Can be used as incentive
  22. 22. Mobile researchì  Specific tools and solutions (e.g. Revelation Mobile, QualVu and more to come)ì  Street surveysì  Face-to-Face interviews (for practical reasons)
  23. 23. Smaller scaled quant-/web surveysì  Use of the iPad as a client ì  Via Web ì  Specific clients (e.g. via Polldaddy app)ì  Ideal for ì  Smaller scaled web-surveys ì  In face-to-face interviews and focus groupsì  iPad can be used by moderator as well as by respondents themselves
  24. 24. Face-to-face video conferencingì  Much more effective compared to paper and pencil and with regards to data entry. ì  Can make the interview a multi-media event – allows to use a bigger set of stimulus material; e.g. video etc. ì  Screen-sharing and screen shots. ì  Material can be modified easily if necessary – real-time or from a remote location. ì  Rotation and skip patterns are embedded.ì  Allows control for the researcher.
  25. 25. Online questionnaire interviewing evolvesì  Can record voice or video in questionnaires with open-ended questions (instead of writing the response).ì  Allows real time video online interviewing. ì  Respondents use and evaluate products where they would normally
  26. 26. In classic qualitative researchì  Group discussions, workshops ì  Pre-tasks ì  Questionnaires ì  Provision of stimulus material ì  Use in groups
  27. 27. A ‚rich‘ way of conducting groupsì  Results (polls, surveys, brainstorms etc.) in real-time - can be used straight away.ì  Facilitates individual workì  More control ì  E.g. bei sizing images due to their importanceì  Better and more easy analysis ì  Word analysis tools ì  Easy printing of respondents input
  28. 28. Practical issues and limitationsì  No Flash (iPad; not Android).ì  Limited mobility. ì  Size. ì  Weight. ì  Battery life. ì  Bandwidth (no online access out of home)ì  Lack of physical keyboard might be irritating (but it works better than expected).
  29. 29. More (but however) limited mobilityì  Due to its size only in certain ways relevant as a mobile research toolì  Main usage of the iPad is at homeì  Used differently than a PC or laptopì  E.g. surfing the web, media consumption (newspapers, magazines), searching for information, social media, email.
  30. 30. The iPad as a subject of researchì  App testingì  Testing of marketing and communication activities via the iPad ì  Advertising ì  Website testing ì  ...
  31. 31. Outlookì  Qualitative research is evolving.ì  A reflection of changing consumer attitudes, habits and behaviour.ì  The iPad should be seen as interesting and relevant additional tool.ì  It enriches the tool set and allows deeper insights.ì  It is an invitation for a more active participation and involvement of the respondent in the research process.ì  But it gives the researcher a certain degree of control too.ì  Analysis is partly easier ... or much more complex.
  32. 32. For us ...ì  Using the iPad and its new possibilities is a real challenge for qualitative research and qualitative researchers.ì  And a fascinating journey ‚insight‘ a better understanding of consumers.

×