1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

3. Mobile Qualitative Research:
Innovative ways to leverage
Africa’s mobile first society
Ilka Kuhagen and Corette Haf
Cape Town 5 November 2014

5. Project Good Dog

6. Individual
Smartphone
Diaries
4
Group
Discussion
Board
Mixed
Multi-Screen
Idea-Building
Approach followed

7. Immersive dive into dog owners’ lives

8. Immersive dive into dog owners’ lives

9. Identify problems to solve
Getting dirty, shedding,
grooming
Reliable dog care
Barking
Chewing damage

10. 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

11. Dog Feeding Toy

12. Creative ideation mobile: SCAMPER

13. Co-creation of dog wash station in Germany

14. Mini-communities
can be very
effective
with mobile
diaries!

15. 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

16. 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

17. 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

18. 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

19. 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

20. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

21. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by