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November 5 & 6, 2014 
DoubleTree by Hilton Hotel Cape Town 
Upper Eastside, South Africa 
#MRMW 
Organized by
Title Sponsor Silver Sponsors Bag Sponsor 
Association & Media Partners 
#MRMW
Mobile Qualitative Research: 
Innovative ways to leverage 
Africa’s mobile first society 
Ilka Kuhagen and Corette Haf 
Ca...
Project Good Dog
Individual 
Smartphone 
Diaries 
4 
Group 
Discussion 
Board 
Mixed 
Multi-Screen 
Idea-Building 
Approach followed
Immersive dive into dog owners’ lives
Immersive dive into dog owners’ lives
Identify problems to solve 
Getting dirty, shedding, 
grooming 
Reliable dog care 
Barking 
Chewing damage
Identify solutions found for problems 
• Created own tool 
with stick and 
liver sausage 
Training dog to 
heel when 
walk...
Dog Feeding Toy
Creative ideation mobile: SCAMPER
Co-creation of dog wash station in Germany
Mini-communities 
can be very 
effective 
with mobile 
diaries!
Differences between face-to-face and mobile/ online: 
Questions 
Can explain during process 
Ask one question – and ask fo...
Differences between face-to-face and mobile/ online: 
Process 
Repeat rules during process 
Affirm positive participation ...
Differences between face-to-face and mobile/ online: 
Probes 
No need to probe 
But: Motivate to build on others 
Motivate...
Question yourself! 
 Would I be prepared to do what I’m asking my 
participants to do? 
 Could my mum understand and res...
Speakers contact information 
Corette Haf 
Corporate Research Consultancy (Cape) CC 
P O Box 651 
Malmesbury 7299 
South A...
Title Sponsor Silver Sponsors Bag Sponsor 
Association & Media Partners 
#MRMW
November 5 & 6, 2014 
DoubleTree by Hilton Hotel Cape Town 
Upper Eastside, South Africa 
#MRMW 
Organized by
Mobile Qual – opening new ways to leverage Africa’s mobile first society - IKM & The Corporate Research Consultancy
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Mobile Qual – opening new ways to leverage Africa’s mobile first society - IKM & The Corporate Research Consultancy

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at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/

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Mobile Qual – opening new ways to leverage Africa’s mobile first society - IKM & The Corporate Research Consultancy

  1. 1. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by
  2. 2. Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners #MRMW
  3. 3. Mobile Qualitative Research: Innovative ways to leverage Africa’s mobile first society Ilka Kuhagen and Corette Haf Cape Town 5 November 2014
  4. 4. Project Good Dog
  5. 5. Individual Smartphone Diaries 4 Group Discussion Board Mixed Multi-Screen Idea-Building Approach followed
  6. 6. Immersive dive into dog owners’ lives
  7. 7. Immersive dive into dog owners’ lives
  8. 8. Identify problems to solve Getting dirty, shedding, grooming Reliable dog care Barking Chewing damage
  9. 9. Identify solutions found for problems • Created own tool with stick and liver sausage Training dog to heel when walking • Created feeding toy – water bottle containing biltong Dog does not eat well
  10. 10. Dog Feeding Toy
  11. 11. Creative ideation mobile: SCAMPER
  12. 12. Co-creation of dog wash station in Germany
  13. 13. Mini-communities can be very effective with mobile diaries!
  14. 14. Differences between face-to-face and mobile/ online: Questions Can explain during process Ask one question – and ask follow up question later Can repeat most important info Can play with voice Very clear and detailed Say it short – but explain enough Split-up follow-up questions All info needs to go into the question Instructions below question Highlight most important parts: Use colors, underline, bold Pretest & Improve q‘s after first entries
  15. 15. Differences between face-to-face and mobile/ online: Process Repeat rules during process Affirm positive participation Motivate to build on other ideas Ask for more Repeat rules in the question Affirm positive participation - early on Use dummy respondent Email: All important information goes into the first email with their logins Reminder emails Alerts
  16. 16. Differences between face-to-face and mobile/ online: Probes No need to probe But: Motivate to build on others Motivate to extend Ask for more detail Need to better understand Use all who have answered this question but not too often When you want to get more ideas around one topic When you want others to see that specific post and to motivate and direct the respondents to build on it To give an example of how you want this to be answered – shift gears if needed
  17. 17. Question yourself!  Would I be prepared to do what I’m asking my participants to do?  Could my mum understand and respond to the questions, activities and discussions that I am setting?  Have I avoided technical jargon and used plain English?  Have I made it clear when I want them to discuss, and when I just want them to share a picture?  Have I given my participants enough time to do what I want them to do?  Am I valuing my participants time and would I accept the same reward if it were me?  Am I ready and prepared to get to know my participants personally? Source: http://dubishere.com
  18. 18. Speakers contact information Corette Haf Corporate Research Consultancy (Cape) CC P O Box 651 Malmesbury 7299 South Africa Tel.: +27(0)82-5665055 E-Mail: corette@qualonline.co.za Skype: corette.haf Ilka Kuhagen IKM Ludwig-Ganghoferstr.33 D-85551 Kirchheim b. München Deutschland Tel.: +49(0)89-90468300 E-Mail: ilka.kuhagen@ikmarketing.de Skype: ilkakuhagen
  19. 19. Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners #MRMW
  20. 20. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by

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