In the Moment with Mobile Qual by Dana Slaughter (QRCA Member) of Slaughter Branding - Presented at the Insight Innovation eXchange North America 2013
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This session will showcase a wide range of examples of how various QRCA members from around the globe are using mobile qualitatively to gather consumer insights. Today’s mobile world enables researchers to be present in the moment, anytime and anywhere.
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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
- 3. Mobile qual platforms are maturing
- 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
- 6. Grocery shopping moments Mobile purchasing Mobile grocery lists Mobile couponing Bar codes for research Mobile price comparisons Mobile recipes
- 8. Waffles in limited service hotels
- 10. Leg care routines “Get Your Sexy On” “Get Your Sexy On” “Bittersweet Task” “Legs Day”
- 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.
- 16. Youth lacrosse
- 17. Water budgeting
- 18. More transparency . . . fewer boundaries
- 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