Life through the small screen mobilising online qualitative research via smart phones

848 views

Published on

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
848
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
34
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Life through the small screen mobilising online qualitative research via smart phones

  1. 1. Life through the small screen: mobilising online qualitative research via smart phones Ian Ralph, Divisional Director, GfK Business & Technology Steve August, CEO, Revelation
  2. 2. Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 1 Smartphones as a research tool • Rationale for the smartphone as a research tool 2 Big screen versus little screen • Case study using PC & smartphone for online qualitative research 3 Embracing the 3rd screen • Best practice for using the smartphone Theagenda
  3. 3. Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Smartphones as a research tool1
  4. 4. 4 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 “My phone is my telly, my PC, my diary, my scheduler, my phone, my e-mailer, my social networking provider, my pedometer, my calculator, my ebay mechanism, my grocery shopper, my Amazon access, my music player, my everything. It tells my three year old niece bed time stories for goodness sake!”
  5. 5. 5 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Why smartphone qualitative research? Growth in non-traditional techniques & rise of smartphone adoption Online qualitative fastest growing area of research industry Development of web 2.0 tools and adoption of social networking behaviour among consumers Smartphone penetration growing rapidly Improved technical abilities of devices and dominant operating systems * Data from Gartner Smartphone shipments Q3 ‘09 v Q3 ‘10
  6. 6. 6 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Key considerations for mobile Understand respondent issues Consider the technology Lowest common denominator Localise approach
  7. 7. 7 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Revelation Integrated PC and smartphone platform for online qualitative research
  8. 8. 8 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Why smartphone qualitative research? GfK & Revelation R&D Internal pilot to test capabilities Revelation developed smartphone app-based portal Full consumer pilot to build case for methodology
  9. 9. 9 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Project set-up US/UK smartphone owners 10 users of each handset type were recruited in both the UK and US (40 in total)
  10. 10. 10 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Tasks completed over 5-days: • Bulletin board: selection & purchase • Consumer diaries: day-in-the-life • Image uploads: where & with whom • Quick polls: value of apps • Bulletin board: app selection & usage • Group discussion: eulogy exercise • Group discussion: research experience Respondents completed activities via a combination of Smartphone and PC browser Project set-up Online qual session using both PC and smartphone
  11. 11. 11 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Revelation iPhone app available towards end of study. New task added to test impact of app and gauge first impressions. Project set-up App-based tasks
  12. 12. Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Big screen versus little screen2
  13. 13. 13 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 The researcher’s perspective Seamless delivery of input to respondents and delivery of output to researchers
  14. 14. 14 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Viability of methodology 3 key considerations for smartphone qual research Information captured must be of sufficient quality Respondents must be engaged Phone specific strengths and weaknesses must be considered
  15. 15. 15 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Quality of data obtained Despite device limitations, respondent behaviour is encouraging Response length as good More frequent responses Limited use of text-speak But small keypad and screen provides limits
  16. 16. 16 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 18:17 Email from Mat, still at hospital. 16:14 We are waiting in the hospital for doctor to see my partner 14:38 My mother rang me, I was at home watching TV 14:31 I was at home, received an email from Mat explaining how to complete today's activity 14:02 I was at home, eating breakfast, when my mum called me to say about the plane crash in my country, where half of our government died. A day in the life of a smartphone Essential tool during peak times of the day 13:35 The alarm rang so that’s the first activity – I got up 23:28 Playing a game. I am in bed. 14:14 I was looking for some news about the catastrophe. I am still at home, but getting ready to go out. 14:17 Texted two of my friends back home. I am still at home, looking for some more information about how are people in my country coping after receiving the news of President's death.
  17. 17. 17 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 A day in the life of a smartphone Less frequent but more intense usage 15:23 Went to Disney and had my nephew take a picture of myself with my phone. I also texted my fiancé all day. The reason behind my phone usage and picture taking was the memories. I always text and take photos to keep in touch with my family, we are scattered everywhere, and I love posting stuff on to Facebook. 15:25 Checked emails 21:41 Calls/Texts/Social networking/playing on games that have been downloaded
  18. 18. 18 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Viability of methodology Added benefit of time, location & visual information Using the Smartphone camera gaveus extradetail not only about the time &locationsthat theywere completingtasks… … but also showed us how they use their phone. This visual information would not have been easily available otherwise
  19. 19. 19 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Respondent engagement Methodology fits the way consumers behave Fun way to do research Fits with their way of life Phone always with me Less engaging for discussions
  20. 20. 20 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 A eulogy for my phone We have a connection with our smartphones “… She also kept me up to date with the latest news in my community and the surrounding world....” Karma Lennon, US, Android “…you were unique to me and part of me and always knew how to get me back home…” Slw001, UK, iPhone “…when I am lost, lonely or bored, you always show me the right direction. …” weby007, UK, iPhone
  21. 21. 21 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 A eulogy for my phone But its what they do for us that we love, rather than the device “… I will be alone in the wilderness... until tomorrow when my new phone arrives in the post and I am connected back up... “ ojevons, UK, Android “…I will download all the same apps as we used to use in loving memory of you…” Niki1281, UK, iPhone “…goodbye dear friend. I will miss you HORRIBLY and don't take it personally but I'm going out RIGHT NOW to buy your replacement …” msmedic, US, Android
  22. 22. 22 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 High quality Camera Well suited to short ‘time wasting’ tasks Smartphones are Portable Viability of methodology Phone specific strengths to focus on Phone specific strengths “…In John Lewis, waiting for wife…” HoZe, UK, Android “…I had to visit the launderette…” Endre, UK, Android “…I was relaxing on the couch…” Pamela80, US, Android
  23. 23. 23 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 One of our respondents had his phone damaged during the study, and was unable to continue. “This response takes ages to send, through 3g network!...Quite a few times my responses have timed out.” HoZe, UK, Android “… the above was completed on my computer as my phone was dead. Its annoying the little battery life I have with this phone” HoZe, UK, Android Viability of methodology Phone specific weaknesses Phone specific weaknesses
  24. 24. 24 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Communication Role of the smartphone Smartphones are our lifelines Lifeline Keeping informed/up to date Entertainment Staying connected Games Music Travel Navigation News Social networking Text Calls Emails Diary Contacts Social networking Camera Apps Apps Apps Apps
  25. 25. 25 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Mobile research must follow Why an app for research? Traditional mobile limitations: • Mobile browsers • SMS/MMS • Poor participant experience
  26. 26. 26 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Embracing the 3rd screen3
  27. 27. 27 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 The mobile as a window to the PC Online research should move seamlessly between the PC & mobile “I usually check Facebook on my phone and if there is something I need to respond to then I will switch on my laptop.” Dungerbunda, UK, iPhone “Most activities are now mirrored on both phone and laptop...” miss_tomo, UK, Android Consumers want mirrored functionality & content between their PC & mobile... ... although behaviour differs between monitoring & browsing via mobile and acting via PC
  28. 28. 28 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 The mobile as a window to the PC PC & mobile as complimentary research tools PC used for screener and sign-up PC used in case of visual stimuli being used Phone used in activities requiring quick, repeated information Phone used to capture images PC used for activities requiring longer responses or discussions Phone used when information is required at a specific time or location
  29. 29. 29 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 Ideal uses of smartphone qual Ideal where location, time, interaction or immediacy are key
  30. 30. 30 Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010 What next Could/should I be using smartphone qual? Mobile is the final 5 yards into consumer experience Mobile is technology not methodology In five years, everyone will have it The big challenge will be sense-making
  31. 31. Life through the small screen: mobilising online qualitative research via smart phones Ian Ralph, Divisional Director, GfK Business & Technology Steve August, CEO, Revelation
  32. 32. Presented @ International conference on Market Research in the Mobile World 2 & 3 Dec 2010, Berlin For more information Please visit: http://www.merlien.org

×