The document discusses the use of mobile devices for qualitative research. It notes that mobile is the preferred personal media and allows researchers to understand people in their natural environments through real-time data collection. Some challenges include screen size, user experience, and privacy/ethical concerns regarding photos and videos. However, mobile research provides new opportunities to bring qualitative insights to life for clients in a transparent way through tools like audio diaries, surveys, and online discussion boards. The future of mobile qualitative research may involve more dispersed workforces, integration with social media, and a focus on making sense of rich video/photo data through qualitative analytics.
Decipher Inc., a comprehensive market research services firm, is constantly innovating through mobile research best practices: what works and what doesn’t when meeting respondents who are on the fly. Connect, engage and deliver actionable results. www,decipherinc.com
www.facebook.com/decipherinc
Technology, human rights & movement building around the worldTechSoup Canada
By: Christopher Tuckwood, The Sentinel Project
Presented at Toronto Net Tuesday, June 4 2013.
Event recap & recording: https://www.techsoupcanada.ca/en/community/blog/human-rights-technology-and-movement-building-around-the-world
Decipher Inc., a comprehensive market research services firm, is constantly innovating through mobile research best practices: what works and what doesn’t when meeting respondents who are on the fly. Connect, engage and deliver actionable results. www,decipherinc.com
www.facebook.com/decipherinc
Technology, human rights & movement building around the worldTechSoup Canada
By: Christopher Tuckwood, The Sentinel Project
Presented at Toronto Net Tuesday, June 4 2013.
Event recap & recording: https://www.techsoupcanada.ca/en/community/blog/human-rights-technology-and-movement-building-around-the-world
Presentation on using mobile for mystery shopping presented by Mark Michelson at the Mystery Shopping Provider's Association European Conference in Sardinia, May 2
Why Mobile Matters - Researching Consumers on the GoFlexMR
Understanding the value of your brand is a key indicator of your position in the marketplace. But an exact evaluation of brands, including both tangible financial data as well as customer perceptions and intangible brand equity is difficult to achieve. One small mistake in understanding customer perception can lead businesses astray and have devastating consequences.
Fortunately, it is easier than ever before to evaluate brand attributes and build a clear picture of customer opinion. In this session, we aim to show you the diverse range of creative tools available to help align your brand and customer perceptions - as well as building this in to your financial models, giving an accurate overview of brand assets and intangible financial equity.
Book a free demo of our market research platform to see the full demonstration: http://bit.ly/1MK0jG3
Mobile Research for Advertising_Michael HanleySara Quinn
Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
Designing and deploying mobile user studies in the wild: a practical guideKaren Church
This tutorial was presented as part of Mobile HCI 2012 in San Francisco on the 19th September 2012. The tutorial aims to provide a practical guide to conduct mobile field studies based on the learning outcomes of the research I've been involved in while working as a Research Scientist in Telefonica Research, Barcelona. I cover how to design effective mobile field studies, the importance of mobile prototyping, the impact of various design choices on the study setup and deployment, how to engage participants and how to avoid ethical and legal issues. I've also tried to include listings of useful resources for those who are interested in conducting mobile field studies of their own.
More details: http://mm2.tid.es/mhcitutorial/
Karen Church
Research Scientist
Telefonica Research
www.karenchurch.com
@karenchurch
Mobile Devices: Systemisation of Knowledge about Privacy Invasion Tactics and...CREST
This presentation reviews privacy concerns for mobile devices and outlines the importance of privacy engineering in ensuring users have safe access to their devices.
"Developments in Accessibility of Information" - Access Israel 's 6th Annual ...Ricardo Garcia Bahamonde
Presentation on Digital Transformation trends, the risks of the digital accessibility gap becoming increasingly large and orientations for organizations that want to adopt digital accessibility
Virtual Partner, Tiffany Odutoye Discusses Mobile Technology in the Meeting a...Tiffany Odutoye
Consumer experiences are very different today and necessitate a change in how we plan for, attend, and engage after events.
The mobile web plays a part. This presentation highlights a few tools that should be in your bag of tricks to make your event experiential!
Presented in collaboration with Will Burrus (247 Interactive), Nate Riggs (Social Business Strategies), and Eric Leslie (Be On Scene) at Skyline Exhibits - Columbus, OH.
Smartphones - the ultimate recruitment toolThirtyThree
The first of a new series of seminars aimed at discussing some of the hottest topics in attraction and recruitment today. This one looked at new trends in mobile recruitment marketing and the importance of mobile-optimised career sites.
Data science and visualization lab presentationiHub Research
The Data Science and Visualization Lab! This product is based on a component of research that delves into and innovates on the processes of data science – collection, storage/management, analysis and visualization. You have probably come across one of our amazing info-graphics. What else can you do with data?
Webinar: Everyone cares about sample quality but not everyone values it!Matt Dusig
On December 7, 2016, Mark Menig, Chief Executive Officer of TrueSample and Lisa Wilding-Brown, Chief Research Officer of Innovate MR explored various strategies to help research professionals navigate the challenging landscape of online sample quality. The webinar addressed:
• A brief overview of quality through the years. Where have we been and where are we going?
• What are current examples of online sample fraud (i.e., bots, hijackers, foreign click shops etc.)?
• What are the challenges and costs associated with today’s online fraud? How does online fraud impact data quality, specifically B2B research?
• What technical and behavioral strategies help to protect online research?
Presentation on using mobile for mystery shopping presented by Mark Michelson at the Mystery Shopping Provider's Association European Conference in Sardinia, May 2
Why Mobile Matters - Researching Consumers on the GoFlexMR
Understanding the value of your brand is a key indicator of your position in the marketplace. But an exact evaluation of brands, including both tangible financial data as well as customer perceptions and intangible brand equity is difficult to achieve. One small mistake in understanding customer perception can lead businesses astray and have devastating consequences.
Fortunately, it is easier than ever before to evaluate brand attributes and build a clear picture of customer opinion. In this session, we aim to show you the diverse range of creative tools available to help align your brand and customer perceptions - as well as building this in to your financial models, giving an accurate overview of brand assets and intangible financial equity.
Book a free demo of our market research platform to see the full demonstration: http://bit.ly/1MK0jG3
Mobile Research for Advertising_Michael HanleySara Quinn
Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
Designing and deploying mobile user studies in the wild: a practical guideKaren Church
This tutorial was presented as part of Mobile HCI 2012 in San Francisco on the 19th September 2012. The tutorial aims to provide a practical guide to conduct mobile field studies based on the learning outcomes of the research I've been involved in while working as a Research Scientist in Telefonica Research, Barcelona. I cover how to design effective mobile field studies, the importance of mobile prototyping, the impact of various design choices on the study setup and deployment, how to engage participants and how to avoid ethical and legal issues. I've also tried to include listings of useful resources for those who are interested in conducting mobile field studies of their own.
More details: http://mm2.tid.es/mhcitutorial/
Karen Church
Research Scientist
Telefonica Research
www.karenchurch.com
@karenchurch
Mobile Devices: Systemisation of Knowledge about Privacy Invasion Tactics and...CREST
This presentation reviews privacy concerns for mobile devices and outlines the importance of privacy engineering in ensuring users have safe access to their devices.
"Developments in Accessibility of Information" - Access Israel 's 6th Annual ...Ricardo Garcia Bahamonde
Presentation on Digital Transformation trends, the risks of the digital accessibility gap becoming increasingly large and orientations for organizations that want to adopt digital accessibility
Virtual Partner, Tiffany Odutoye Discusses Mobile Technology in the Meeting a...Tiffany Odutoye
Consumer experiences are very different today and necessitate a change in how we plan for, attend, and engage after events.
The mobile web plays a part. This presentation highlights a few tools that should be in your bag of tricks to make your event experiential!
Presented in collaboration with Will Burrus (247 Interactive), Nate Riggs (Social Business Strategies), and Eric Leslie (Be On Scene) at Skyline Exhibits - Columbus, OH.
Smartphones - the ultimate recruitment toolThirtyThree
The first of a new series of seminars aimed at discussing some of the hottest topics in attraction and recruitment today. This one looked at new trends in mobile recruitment marketing and the importance of mobile-optimised career sites.
Data science and visualization lab presentationiHub Research
The Data Science and Visualization Lab! This product is based on a component of research that delves into and innovates on the processes of data science – collection, storage/management, analysis and visualization. You have probably come across one of our amazing info-graphics. What else can you do with data?
Webinar: Everyone cares about sample quality but not everyone values it!Matt Dusig
On December 7, 2016, Mark Menig, Chief Executive Officer of TrueSample and Lisa Wilding-Brown, Chief Research Officer of Innovate MR explored various strategies to help research professionals navigate the challenging landscape of online sample quality. The webinar addressed:
• A brief overview of quality through the years. Where have we been and where are we going?
• What are current examples of online sample fraud (i.e., bots, hijackers, foreign click shops etc.)?
• What are the challenges and costs associated with today’s online fraud? How does online fraud impact data quality, specifically B2B research?
• What technical and behavioral strategies help to protect online research?
Similar to MMRA QRCA NYC Mobile Qualitative Presentation (20)
Presentation by Mark Michelson on the professional standards and ethics in using mobile devices for qualitative research. Presented at the AQR/QRCA Worldwide Qualitative Conference in Rome, Italy April 2012
MMRA - Professional Standards and Ethics for Mobile Qualitative
MMRA QRCA NYC Mobile Qualitative Presentation
1. Mobile Qualitative
Using Mobile Media
to Understand People
www.mmra-global.org #mmra
Mark Michelson
Executive Director, MMRA
Atlanta, Georgia USA
www.mmra-global.org #mmra
3. The ONE thing you hope to learn
today
www.mmra-global.org #mmra
2
4. Change is Growth
• "Without change there is no innovation,
creativity, or incentive for improvement.
Those who initiate change will have a better
opportunity to manage the change that is
inevitable."
– William Pollard
www.mmra-global.org #mmra
3
5. Is Mobile Qual a New Method?
• Not really - it’s a new channel, not a method
• However there are many unique features with mobile
that are creating headlines, especially regarding
research (gps tracking, video, photo, etc.)
• This could lead to more strict government
regulations, self-censorship by participants and a
reluctance to use the mobile channel to its’ full
potential
www.mmra-global.org #mmra
4
6. Why use Mobile Qual to
Understand People?
• Mobile is the preferred personal media
• People are more engaged with their mobile
devices than their computers
• More mobile devices are being used to
connect to the internet than desktop
computers
www.mmra-global.org #mmra
5
7. Why use Mobile Qual to
Understand People?
• Best way to know what participants are
really doing and feeling in their natural
environment
– Real time data tracking and time stamping
– Validated with geo-location
– Enhanced reporting with
video/photo/audio
www.mmra-global.org #mmra
6
8. Early Days of Mobile Qual
• Adoption of traditional qualitative research
methods…
– In-depth Interviewing
– Group discussions
– Diaries
– Ethnography
www.mmra-global.org #mmra
7
9. Early Days of Mobile Qual
• ….to new technologies
– PDA’s (e.g. Palm Pilot)
– SMS/Text
– Digital Cameras
• But it was slow to be adopted by participants
and clients – mostly because it involved
device management and a feeling that they
were not in touch with customers.
• Smart Phones changed the game
www.mmra-global.org #mmra
8
10. Types of data Mobile Qual provides
• Behavioral: What people do
• Observational: What people see
• Sentiment: What people
say/think
• Emotional: How people feel
www.mmra-global.org #mmra
9
11. Types of data Mobile Qual provides
• Sensory: How people perceive sights, sounds
• Future inputs will include temperature, eye
tracking and more
• Passive: Geo-location, timing, media
engagement, Packaging scans (UPC and QR
codes)
www.mmra-global.org #mmra
10
12. Apps, Mobile Enabled Web (MWAP),
and SMS/Text
– Apps – allow for data collection without being
connected to web. Data transmitted when best
signal is available (wifii for videos, etc.)
– MWAP – requires constant connection to web
– SMS/Text – data can be transmitted, but difficult
to synchronize with existing platforms
www.mmra-global.org #mmra
11
13. Advantages of Mobile Qual
Presented by Remy Bleijendaal from TNS Nipo at MRMW conference
• Mobile Qual advantages include
– Immediacy, fewer recall issues
– Fewer questions leading to higher data quality
– Contextual richness
– Respondent convenience
– Greater reach in emerging markets
– Greater youth engagement
www.mmra-global.org #mmra
12
14. Challenges with Mobile Qual
• Issues with Mobile Qual include:
– Screen size
– User experience and on-boarding (training)
– Validity of self-reported data
– Client trust in findings
– Participant trust in downloading apps
www.mmra-global.org #mmra
13
15. “OMG” & “WTF”
Shared by Kristin Luck of Decipher at MRMW Conference
• OMG
– O – Online tracking data
– M – Meta-data in photos
– G – Geo-location
• WTF
– W – Wandering device ID’s
– T – Too complex privacy polices
– F – Fees for SMS and data streaming
www.mmra-global.org #mmra
14
16. Ethics and Standards in Mobile Qual
• Mobile is very personal media
– Research participants consent with opt-in permission
– Transparency gains trust
– Self-editing and review before approval
– The right to be forgotten
– Cost to participant for data access
• MMRA has worked with major associations
including ESOMAR, QRCA, MSPA, to create
codes and guidelines for privacy assurance
www.mmra-global.org #mmra
15
17. Guidelines for Use of Videos/Photos
• If using self-generated video, best to review the video with the
participant and have clearly written permission to approve use
of video AFTER reviewing it with participant
• Similarly with photos – have the participant agree to “post”
EACH photo even if only used for reporting
• Check with country laws if sending the photos via mobile
devices – some countries (i.e. China, Canada) do not allow
transfer of images or video using mobile devices
• Policy for protection of photos and images should be specified in
advance, in a clear manner
www.mmra-global.org #mmra
16
19. A quick review of current
Mobile Qual Apps & Platforms
• Bulletin Board/Discussion Group
• Hybrid
• Ethnography
• Live Video
• Text/SMS
www.mmra-global.org #mmra
18
20. Civicom InSitu® Mobile Research
• Mobile Qual Audio Diaries
with Video and Photos
• Mobile Surveys with Open-Ends
• Chatterbox® Online Bulletin Board
• Respondent Recruiting
• Transcriptions
• Studies Using Pinterest
• Qual Text Analytics
• CyberFacility®
IDIs and Focus Groups
• Global Experience and Expertise
• Capabilities in Every Country
Worldwide
www.mmra-global.org #mmra
21. Civicom InSitu® Mobile Research
• Self-administered Mobile
Ethnographic Research
• Lets You Collect User-Generated
Content From Respondents As They
Go About Their Daily Lives
• Respondents Provide Data Over A
Period of Time According To A Plan
Of Your Design
• You Are Then Able To Analyze That
Data To Learn
How Behavior Changes Or Is
Consistent Over Time
www.mmra-global.org #mmra
22. Civicom InSitu® Mobile Research
• Respondents touch only one
number on their phone, and their
recorded thoughts go into our
data base sorted by respondent,
date and time
• Respondents need only a
standard feature phone to
participate
• Various devices can be combined
into a single study – it is not
required to use only one type of
device in these in-store mobile
studies
www.mmra-global.org #mmra
23. Civicom InSitu® Mobile Research
Civicom InSitu® Audio Recordings Transcribed and Posted
on Chatterbox® Bulletin Board with Images and Video
Respondents Can Also Send Text Messages/MMS/Email
www.mmra-global.org #mmra
24. Civicom InSitu® Mobile Research
Works On Any Device (From Landline to Smart Phones)
www.mmra-global.org #mmra
25. Why respondents love participating on mobile devices
Feeling Free To Express and Share
Ease of Use
Interactions are intuitive
Feel at Home
They’re naturally on their mobile devices, so
participation in research feels normal and relaxed
Free to Express Themselves
Mobile devices go where respondents go, and are
already used for interacting and capturing
information
Freedom for Respondents
26. Research In the Moment™
Designed by researchers for researchers, Revelation is an app and web based qualitative
research platform that empowers companies to uncover what people think and do as they think
and do them.
Participants can be engaged one-on-one
and/or as part of social research communities
Participants engage via an app on their
mobile phones and/or the web
Move quickly from data to insights with
built-in analysis tools
Stay put as activity based research enables
in-context understanding from a distance
www.mmra-global.org #mmra
27. The Immersive Research Company
Designed by researchers for researchers, Revelation is an app
and web based qualitative research platform that empowers
companies to uncover what people think and do as they think
and do them.
• Be there when the interesting things
actually happen by having participants
share their experiences via a smartphone
app and/or on the web
• Stay put as activity based research
enables in-context understanding from a
distance
• Participants can be engaged one-on-one
and/or as part of social research
communities
• Move quickly from data to insights with
built in analysis tools like filters, tagging,
word clouds, word trees, closed ended
question tallies, and the ability to export
data in a variety of formats
www.mmra-global.org #mmra
™
28. Mobile: In the moment interactions
www.mmra-global.org #mmra
42. Human Challenges with Being
Mobile
“…the little devices most of us carry around are
so powerful that they change not only what we
do, but also who we are.”
– Sherry Turkle psychologist, MIT professor and author, of “Alone Together: Why
We Expect More From Technology and Less From Each Other.”
www.mmra-global.org #mmra
41
43. Self Editing
“Texting and e-mail and posting let us present
the self we want to be. This means we can edit.
And if we wish to, we can delete. Or retouch:
the voice, the flesh, the face, the body. Not too
much, not too little — just right.
– Sherry Turkle
www.mmra-global.org #mmra
42
44. Mobile Qual Trends
• Shorter & more focused tasks = more actionable info
• More targeted assignments – take a photo of “x”
display
• More validation and transparency of everything
– Digital media geo-location tags
• Near Field Communications (NFC) will help target more
precise location in stores
• More dissipated workforce through apps – Gigwalk
• More integration with social media
• Tech cowboys
www.mmra-global.org #mmra
43
45. Predictions for Mobile Qual
• Three of the possible futures could be:
– Power to the people
• Dissipated workforce displaces traditional panel recruiting
– E-Agency
• Research firms replaced by e-lancers and tech developers
catering to DIY clients
– More focus on “qualytics”
• Making sense of data will be more challenging due to more
video and photography. Analytics based more in grounded
theory than hypothesis testing or direct questionning
www.mmra-global.org #mmra
44
46. The Opportunity is Yours!
• Use mobile to bring qualitative to life
• Start slowly by adding complimentary services – not
replacing everything
• Engage participants beyond observations
• Maintain participant trust –learn best practices and
ethics of mobile marketing research
• It’s about transparency and collaboration – bringing
the true customer experience to your client
www.mmra-global.org #mmra
45
47. Thank You For
Your Curiosity!
Mark Michelson
mark@mmra-global.org
www.mmra-global.org #mmra #MobileMR
www.mmra-global.org #mmra