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In the Moment with Mobile Qual by Dana Slaughter (QRCA Member) of Slaughter Branding - Presented at the Insight Innovation eXchange North America 2013
1. In the Moment with Mobile Qual
Speaker: Dana Slaughter, Slaughter Branding
IIeX Philadelphia
June 2013
2. Sharing via mobile is part of daily life . . .
30 mins/day
checking or
updating social
networks
82% of Americans
take pictures on
their phones
300MM new
photos on
Facebook everyday
72 hours of new
videos on
YouTube each
month
4. Many thanks to Contributors!
• Rosalia Barnes, Rosalia Barnes Associates
• Jennifer Dale, Inside Heads
• Julie Francis, BellaVia Research
• Ilka Kuhagen, IKM International Qualitative Market Research
• Betsy Leichliter, Leichliter Associates LLC
• Pia Mollback-Verbic, Quipper Research
• Dorrie Paynter, Leapfrog Research
• Kristin Schwitzer, Beacon Research
5. Mobile qual is “in the moment”
Ubiquitous
Contextual
Unobtrusive
Unconsicous
Immediate
Spontaneous
11. Moments of connection
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 . . .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.
19. QRCA is a vibrant global network
of qualitative researchers immersed in the
most exciting work being done in the field.
Need insights?
One organization. One click.
1,000+ qualitative experts.
www.QRCA.org
888.ORG.QRCA
Editor's Notes
QRCA membership & Kristin’s partnership2 years since presented w/Kristin – learning and experimentingA lots changed since then
Ability to successfully use mobile qual is grounded in the daily behaviors of consumersPulled recent #s on just how much sharing they are doing via mobile devicesStaggering . . .very comfortable using these devices to create virtual diaries of their lives in very vivid ways
Tools for mobile qual have caught up“All” major online platforms include mobile – and are not charging for that additional capability anymore – it’s a seemless extension of their online platforms (that wasn’t true 2 years ago)Mostly appbased, and some web, working on iphone and andriod phones & tablesPlatforms adding rich, useful features . . . Respond via mobile, online or bothRespond offline and upload laterVoice-to-text collectionIntegration of mobile & online dataGPS location
Ubiquitous– recording all “grocery shopping moments” where they used their mobile phones
Ubiquitous – go with young adults to events where they are eating and in noisy environments learn about their experiences . . . Even probe them.
Contextual – explore likes/dislikes of limited service hotel breakfast experience to better understand opportunities for growing waffle usage.
Contextual – capture drivers/barriers in seasonal shopping experience to better understand opportunities for optimizing merchandising, product lines, etc.
Unobtrusive – - Legs Day - It’s Saturday morning, time to pay my legs a little attention. To make this process [of shaving] smoother, I brew my coffee, turn on my Pandora to allow for an easy, breezy morning filled with good vibes. Get Your Sexy On – I prefer shaving in a succulent bath with candles to calm me down and prime my skin for shaving. I’m taking one of the most dreaded chores and making it sexy and fun. I have my suit, stilettos, and a pair of sexy legs. I’m ready to take on the day!Bittersweet Task - There’s a part of every woman’s routine that she wishes she didn’t have to do . . . a burden each and every time. Sometimes I rush and end up with a nick. But times when I do achieve a nice clean shave, I love the way my legs feel.
Unobtrusive – be in intimate momentsComment on voice mail – length, nuggets, emotive
Unconscious – revealed dissatisfiers and work-arounds
Unconscious – to better understand how employees who use multiple screens manage their communications and what actions are taken (ultimately to make this process more manageable). Revealed unconscious influences on how employees react to communications.
Immediate – self-assessing their nutritional choices in the moment, as they happen – tracked uninfluenced vs. influenced behaviors and assessments using a nutritional app, and provided feedback on the app in the aided phase
Spontaneous
Spontaneous trying to better understand how families budget their water usage. The study took place in India both in more urban and rural areas. Families were placed with flip cameras and mobile phones to record authentic examples of water usage