This document summarizes 10 trends in US qualitative research and provides examples of how mobile qualitative research can be used. Some key trends include an increased use of video, hybrid studies using multiple methods, and a focus on customer experience and journey research. Mobile qualitative research allows researchers to collect rich data from participants anywhere and anytime through apps and discussions. Examples shown include using mobile for pre-work, product trials, understanding complex processes, and remote shop-alongs.
UXPA International 2013 The Note-Taker's Perspective UserWorks
Kristen Davis's and Dick Horst's 2013 UXPA International presentation on The Note-Taker's Perspective During Usability Testing: Recognizing What's Important, What’s Not.
Becoming the Original in design is about coming up with novel ideas that initially against the grain but eventually makes things better. I shared some stories about Rakuten Viki's journey to become the Original.
This was presented at Product Design Singapore meetup, during Singapore Design Week event.
10 Principles to Build an Addictive Product and ServiceBorrys Hasian
There are about 2.6m apps on the Play Store. That’s 2 with six 0’s.
How do you drive users to start using your app, become engaged, gain value from it, and keep coming back?
ED (Emotional Design) Score is a method to help communicating feedback and discussing improvement better with clear actionable items. It's not just about UX & Design, but also about business, technology, and brand.
Live Conversation: Connecting with customers in real timeUserTesting
Live Conversation customers, Devin Harold from Verizon and Nayaab Lokhandwala from Alaska Airlines, have used human insights to build better products and improve user experiences.
Live Conversation helps you to easily get insights from UserTesting’s diverse panel or your own customers through in-depth interviews. Speak to your target audience by conveniently connecting in real time through interactive, live video conversations.
Easily draw insights, observe non-verbal cues, and ask open-ended questions to understand the ‘why’ behind the what. Get connected with your exact buyer in less than 24 hours and dig into areas of interest using seamless video technology that enables you to share screens and receive live feedback.
Learn how to:
Get user reactions to prototypes, messaging and designs in just hours
Quickly explore user sentiment and attitudes
Understand and perfect the customer journey
VIDEO OF THE TALK: https://youtu.be/oeSsyb-tzfo
Understanding your users' behaviours, needs and motivations is key to design a kickass web product.
Learn about quick, easy and efficient user research methods to build user-centered products and services.
This workshop will be led by Charlotte Breton Schreiner, Senior UX Architect.
Whether you are an entrepreneur building a prototype, a developer crafting a product during a hackathon or a designer who wants to test ideas with end users, this workshop is for you.
We will cover accessible user research methods that anyone can apply without any prior UX knowledge. During the workshop, you will have the opportunity to try some of these methods with the other participants and realize how powerful taking a user-centered approach can be.
Le Wagon Workshop, Tuesday 24th October 2017
After several years of conducting qualitative online studies, we have prepared a brochure to tell you about the opportunities offered by the tools we use at Conecta.
UXPA International 2013 The Note-Taker's Perspective UserWorks
Kristen Davis's and Dick Horst's 2013 UXPA International presentation on The Note-Taker's Perspective During Usability Testing: Recognizing What's Important, What’s Not.
Becoming the Original in design is about coming up with novel ideas that initially against the grain but eventually makes things better. I shared some stories about Rakuten Viki's journey to become the Original.
This was presented at Product Design Singapore meetup, during Singapore Design Week event.
10 Principles to Build an Addictive Product and ServiceBorrys Hasian
There are about 2.6m apps on the Play Store. That’s 2 with six 0’s.
How do you drive users to start using your app, become engaged, gain value from it, and keep coming back?
ED (Emotional Design) Score is a method to help communicating feedback and discussing improvement better with clear actionable items. It's not just about UX & Design, but also about business, technology, and brand.
Live Conversation: Connecting with customers in real timeUserTesting
Live Conversation customers, Devin Harold from Verizon and Nayaab Lokhandwala from Alaska Airlines, have used human insights to build better products and improve user experiences.
Live Conversation helps you to easily get insights from UserTesting’s diverse panel or your own customers through in-depth interviews. Speak to your target audience by conveniently connecting in real time through interactive, live video conversations.
Easily draw insights, observe non-verbal cues, and ask open-ended questions to understand the ‘why’ behind the what. Get connected with your exact buyer in less than 24 hours and dig into areas of interest using seamless video technology that enables you to share screens and receive live feedback.
Learn how to:
Get user reactions to prototypes, messaging and designs in just hours
Quickly explore user sentiment and attitudes
Understand and perfect the customer journey
VIDEO OF THE TALK: https://youtu.be/oeSsyb-tzfo
Understanding your users' behaviours, needs and motivations is key to design a kickass web product.
Learn about quick, easy and efficient user research methods to build user-centered products and services.
This workshop will be led by Charlotte Breton Schreiner, Senior UX Architect.
Whether you are an entrepreneur building a prototype, a developer crafting a product during a hackathon or a designer who wants to test ideas with end users, this workshop is for you.
We will cover accessible user research methods that anyone can apply without any prior UX knowledge. During the workshop, you will have the opportunity to try some of these methods with the other participants and realize how powerful taking a user-centered approach can be.
Le Wagon Workshop, Tuesday 24th October 2017
After several years of conducting qualitative online studies, we have prepared a brochure to tell you about the opportunities offered by the tools we use at Conecta.
Effective Digital Diary Studies / UXPA Webinar May 2016Sara Cambridge
Diary studies are one of the few research methods that allows people to report their in-the-moment experiences, but their usefulness has been limited by the difficulty in getting people to remember to carry them around and fill them out. Mobile phones have breathed new life into diary studies since people are already using them in short spurts throughout their day. However designing a study that collects relevant data can be tricky.
ProductCamp Boston is the world's largest and most exciting
crowd-sourced one-day event for product people. It's
organized by and for product managers, product marketers and
entrepreneurs, so attendees get the most out of the day.
Attendees learn about and discuss topics in product
management and product marketing, product discovery,
product development & design, go-to-market, product strategy
and lifecycle management, and product management 101,
startups, and career development.
www.ProductCampBoston.org
Selling UX in Your Organization - Stir Trek 2012Carol Smith
Bring The Users: Selling UX in Your Organization was presented at Stir Trek 2012 in Columbus, Ohio by Carol Smith. You are convinced that UX work will not only save time and effort, but will also increase profits. Now you need to persuade your team to integrate UX activities into your work. This presentation will give you the facts to back up your convictions. Carol provides you with clear and compelling responses to tough questions about UX and usability methods. You’ll leave with facts about the Return on Investment (ROI) of UX, how to respond to UX skeptics, and how to turn your entire team into UX advocates.
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
Life, actually: An All Channels Open approach to real time research on the moveCrowdLab
We know that people behave irrationally, spontaneously, sub consciously, and non-sequentially. However, research is still largely isolated, linear, and at a single point in time. Why do we tell people they have to fill out a survey in one sitting, or join a discussion at their desktop at 8pm on a Monday night or drive 20 miles to a focus group facility on a wet Wednesday in January only to be asked to remember what they were doing in Waitrose at 3pm last Thursday?
This is not how people live their lives.
Mobile research methodologies have started to open the door to a new way of collecting data, but its potential will remain unfulfilled if the prevailing methodological wisdom is to simply think of mobile as another way to deliver the same techniques, or simply focus on gathering insight quickly.
Designing platforms for research should be done solely in the best interest of the people taking part in the research, allowing them to complete tasks on any device they want, maximising the potential of that device, and blending devices as needed. We can then allow people to tell us their thoughts in an online discussion one day, from any device they have to hand at the time, record experiences via their phone in real time, via both qualitative and quantitative means, before engaging in a dialogue with a skilled researcher about their behaviours or sharing with their peers and discovering new insights about each other as a group.
When research reflects how people make decisions, based on how we know people to be, and that they live their lives in a series of disconnected moments, we will get more natural, open, engaging and real insight.
Self Service Online Research - online communities for research and insightsStephen Thompson
In this webcast, we Stephen Thompson (EVP, Ramius) and Lenny Murphy (Chief Editor and Principal Consultant, Greenbook):
• Discuss how the online research world is shifting and how that is expected to develop in the near future. This include some (very) early stats from the Greenbook GRIT report for 2014.
• Round up some of the new software tools available for gathering insights under the categories of Surveys / Microsurveys, Crowdsourcing, Analytics, Big Data, Video, Mobile and Online Communities.
• Work through some examples of how Ramius’ new platform, Recollective, is being used by marketing and research professionals to build on-demand insight communities and conduct rapid, qualitative research online.
Requirements Engineering for the HumanitiesShawn Day
This workshop explores how requirements engineering can be employed by digital and non-digital humanities scholars (and others) to conceptualise and communicate a research project.
requirementsEngineeringAs the field of digital humanities has evolved, one of the biggest challenges has been getting the marrying technical expertise with humanities scholarly practice to successfully deliver sustainable and sound digital projects. At its core this is a communications exercise. However, to communicate effectively demands an ability to effectively translate, define and find clarity in your own mind.
Julie Grundy gives an overview of user experience Design, why it's important, guiding principles, UX research overview, and tactics used by UX professionals. November 2015.
Design Thinking : Prototyping & TestingSankarshan D
The design team will now produce a number of inexpensive, scaled down versions of the product or specific features found within the product, so they can investigate the problem solutions generated in the previous stage. Prototypes may be shared and tested within the team itself, in other departments, or on a small group of people outside the design team.
https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process
This presentation is part of Designorate.com webinar to introduce the Design Sprinting method from Google Ventures. In this presentation, we discuss the design sprinting as a method that merges between Agile methodology and design thinking complete a design task in a short time.
For more resources, visit us: www.designorate.com
This slide deck covers why primary market research (aka customer development, customer research or customer empathy) is important and necessary, outlines how to organize a successful research program, provides a sampling of common qualitative and quantitative primary market research techniques, and provides an FAQ section on common questions.
This was a 4-hour workshop that was given at World Usability Day Colombia. #wudco14
Summary:
Now more than ever is the survival of the easiest. Whether the product is a website or a handheld device, success depends largely on how easy it is to use. Usability testing is one of the most effective for creating an intuitive methods. By observing actual people when they use the product, you can get valuable insights if your design is easy to use. Attendees will learn how to conduct a usability test with end users of a product. This workshop is highly interactive and includes several practical exercises to give participants practical experience.
You will learn:
- How to plan a usability testing study
- How to define the goals and objectives
- Explore options (unmoderated usability testing vs. unmoderated & remote vs. in-person)
- How to recruit the right participants
- How to create tasks (Interview-based vs. predefined tasks)
- How to moderate a usability test
- How to analyze and report the results
Designing to save lives: Government technical documentation Laurian Vega
In this presentation the speakers will discuss the methods and strategies of writing technical communication in the design of software for the government sector with the broader goal of evaluating best practices for how to create a positive user experience for a particular user group. Creating software for the government, and specifically in defense contracting, involves understanding a specific set of user needs and a variety of command and control net-centric contexts ranging from real-time analytics, cyber-situational awareness, to strategic and operational planning. The best practices for designing and writing for such a diverse set of needs involves tight integration with the software development team, stakeholders, and users such that the right words and elements are incorporated into the interface and that the technical documentation properly reflects the software’s features. The presenters will further discuss examples of content strategy driving from their industry experience and expertise.
Effective Digital Diary Studies / UXPA Webinar May 2016Sara Cambridge
Diary studies are one of the few research methods that allows people to report their in-the-moment experiences, but their usefulness has been limited by the difficulty in getting people to remember to carry them around and fill them out. Mobile phones have breathed new life into diary studies since people are already using them in short spurts throughout their day. However designing a study that collects relevant data can be tricky.
ProductCamp Boston is the world's largest and most exciting
crowd-sourced one-day event for product people. It's
organized by and for product managers, product marketers and
entrepreneurs, so attendees get the most out of the day.
Attendees learn about and discuss topics in product
management and product marketing, product discovery,
product development & design, go-to-market, product strategy
and lifecycle management, and product management 101,
startups, and career development.
www.ProductCampBoston.org
Selling UX in Your Organization - Stir Trek 2012Carol Smith
Bring The Users: Selling UX in Your Organization was presented at Stir Trek 2012 in Columbus, Ohio by Carol Smith. You are convinced that UX work will not only save time and effort, but will also increase profits. Now you need to persuade your team to integrate UX activities into your work. This presentation will give you the facts to back up your convictions. Carol provides you with clear and compelling responses to tough questions about UX and usability methods. You’ll leave with facts about the Return on Investment (ROI) of UX, how to respond to UX skeptics, and how to turn your entire team into UX advocates.
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
Life, actually: An All Channels Open approach to real time research on the moveCrowdLab
We know that people behave irrationally, spontaneously, sub consciously, and non-sequentially. However, research is still largely isolated, linear, and at a single point in time. Why do we tell people they have to fill out a survey in one sitting, or join a discussion at their desktop at 8pm on a Monday night or drive 20 miles to a focus group facility on a wet Wednesday in January only to be asked to remember what they were doing in Waitrose at 3pm last Thursday?
This is not how people live their lives.
Mobile research methodologies have started to open the door to a new way of collecting data, but its potential will remain unfulfilled if the prevailing methodological wisdom is to simply think of mobile as another way to deliver the same techniques, or simply focus on gathering insight quickly.
Designing platforms for research should be done solely in the best interest of the people taking part in the research, allowing them to complete tasks on any device they want, maximising the potential of that device, and blending devices as needed. We can then allow people to tell us their thoughts in an online discussion one day, from any device they have to hand at the time, record experiences via their phone in real time, via both qualitative and quantitative means, before engaging in a dialogue with a skilled researcher about their behaviours or sharing with their peers and discovering new insights about each other as a group.
When research reflects how people make decisions, based on how we know people to be, and that they live their lives in a series of disconnected moments, we will get more natural, open, engaging and real insight.
Self Service Online Research - online communities for research and insightsStephen Thompson
In this webcast, we Stephen Thompson (EVP, Ramius) and Lenny Murphy (Chief Editor and Principal Consultant, Greenbook):
• Discuss how the online research world is shifting and how that is expected to develop in the near future. This include some (very) early stats from the Greenbook GRIT report for 2014.
• Round up some of the new software tools available for gathering insights under the categories of Surveys / Microsurveys, Crowdsourcing, Analytics, Big Data, Video, Mobile and Online Communities.
• Work through some examples of how Ramius’ new platform, Recollective, is being used by marketing and research professionals to build on-demand insight communities and conduct rapid, qualitative research online.
Requirements Engineering for the HumanitiesShawn Day
This workshop explores how requirements engineering can be employed by digital and non-digital humanities scholars (and others) to conceptualise and communicate a research project.
requirementsEngineeringAs the field of digital humanities has evolved, one of the biggest challenges has been getting the marrying technical expertise with humanities scholarly practice to successfully deliver sustainable and sound digital projects. At its core this is a communications exercise. However, to communicate effectively demands an ability to effectively translate, define and find clarity in your own mind.
Julie Grundy gives an overview of user experience Design, why it's important, guiding principles, UX research overview, and tactics used by UX professionals. November 2015.
Design Thinking : Prototyping & TestingSankarshan D
The design team will now produce a number of inexpensive, scaled down versions of the product or specific features found within the product, so they can investigate the problem solutions generated in the previous stage. Prototypes may be shared and tested within the team itself, in other departments, or on a small group of people outside the design team.
https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process
This presentation is part of Designorate.com webinar to introduce the Design Sprinting method from Google Ventures. In this presentation, we discuss the design sprinting as a method that merges between Agile methodology and design thinking complete a design task in a short time.
For more resources, visit us: www.designorate.com
This slide deck covers why primary market research (aka customer development, customer research or customer empathy) is important and necessary, outlines how to organize a successful research program, provides a sampling of common qualitative and quantitative primary market research techniques, and provides an FAQ section on common questions.
This was a 4-hour workshop that was given at World Usability Day Colombia. #wudco14
Summary:
Now more than ever is the survival of the easiest. Whether the product is a website or a handheld device, success depends largely on how easy it is to use. Usability testing is one of the most effective for creating an intuitive methods. By observing actual people when they use the product, you can get valuable insights if your design is easy to use. Attendees will learn how to conduct a usability test with end users of a product. This workshop is highly interactive and includes several practical exercises to give participants practical experience.
You will learn:
- How to plan a usability testing study
- How to define the goals and objectives
- Explore options (unmoderated usability testing vs. unmoderated & remote vs. in-person)
- How to recruit the right participants
- How to create tasks (Interview-based vs. predefined tasks)
- How to moderate a usability test
- How to analyze and report the results
Designing to save lives: Government technical documentation Laurian Vega
In this presentation the speakers will discuss the methods and strategies of writing technical communication in the design of software for the government sector with the broader goal of evaluating best practices for how to create a positive user experience for a particular user group. Creating software for the government, and specifically in defense contracting, involves understanding a specific set of user needs and a variety of command and control net-centric contexts ranging from real-time analytics, cyber-situational awareness, to strategic and operational planning. The best practices for designing and writing for such a diverse set of needs involves tight integration with the software development team, stakeholders, and users such that the right words and elements are incorporated into the interface and that the technical documentation properly reflects the software’s features. The presenters will further discuss examples of content strategy driving from their industry experience and expertise.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
2. 2
AGENDA
O V E R V I E W o f
T R E N D S I N U S
U S Q U A L
L O G I S T I C S
B A C K G R O U N D
W H Y I S M O B I L E
S O H O T I N U S ? E X A M P L E S
Qualitative Research in the US
P R E - W O R K
P R O D U C T U S A G E
C O M P L E X P R O C E S S
W R A P U P
O T H E R U S E S
3. 3
LEAPFROG MARKETING RESEARCH
E X P E R I E N C E D
20+ years in the industry
8 years in NYC Advertising Industry
RIVA Certified Master Moderator and former trainer
Active in QRCA, former Board member
M E T H O D O L O G I E S
In-person Focus Groups, IDIs
Online Discussion Boards, Insight Communities
Mobile
Ethnographies
UX Studies
Phone Interviews
C L I E N T S
Google, YouTube, Netflix,
Madison Square Garden, Sports Authority,
NBC, Stanford University, Autodesk
Counsyl, Libratone, iRobot
Hawaiian Airlines, University of Phoenix
Ben & Jerry’s, Nestle, Clorox, Mango Board
And others…
J A P A N
Arrived a year ago
Family adventure
Don’t speak Japanese
Full-service qualitative marketing research firm established in 1995.
5. 5
1. More VIDEO at all stages – meetings, collection
methods, participant contributions, reports
5
What’s Happening in US Qual?
2. Hybrid studies - multiple
methodologies used in a single study
3. Quick Qual - Fast-turnaround, single-focus
studies to kick off a project, explore issue,
expand reach
6. 6
6
10 Trends in US Qual
5. Power-packed deliverables – fast, short,
visual, action-oriented; web site reports
4. Emphasis on understanding how to
deliver better customer experience;
Customer Journey research going strong!
6. Opportunities for longer term QR
engagement
7. 7
7
10 Trends in US Qual
10. Mobile qual is everywhere - impacting
methodology and deliverables
7. Less backroom
Clients want to take part – co-creation
More DIY
8. Web conferencing viewing for
international studies; less travel
9. Don’t forget in-person! Move back to
include face-to-face to supplement digital,
easier to take-to-heart
9. 9
Challenge: Limitations of Face to Face
Time constraints
• Limited to 1, 2, 3 hours at a time
• One point in time
• Easy to miss the critical moments
Reliance on memory
Impact of others
• Other participants
• Researcher
• Observers
Impact of location
• Focus group room
Location constraints
• Can’t go on vacation with them,
watch them care for their newborn,
attend a Dr’s appointment…
10. 10
Solution: Mobile Qualitative
• Uses specially designed apps and browser-based services.
• Can be standalone or hybrid project, or part of an Insights Community.
• Could do mobile qual with standard email and texting services, but it is much
more labor intensive and lacks many tools to facilitate insightful research.
• Qualitative research using a mobile device to
collect learning from smartphones and
tablets.
• A digital ethnography or digital immersive
study.
• Allows moderators, observers and
participants to engage in research from
anywhere at any time.
• Easily collect text, photos, videos and audio.
11. 11
How does it work?
Researcher:
1. Select research
platform
2. Design your study
3. Recruit participants
4. Collect responses
5. Analyze data
Participant:
1. Download app
2. Respond to study
invitation
3. Answer questions
with text, images
and videos
Opportunity for probing
and in-depth discussions
with some platforms and
not with others. Screenshots: dScout
12. 12
How to do analysis?
Similar to analysis from in-person
ethnographies, but easier
o “Transcripts” included, sometimes even
audio is auto-transcribed
o Basic quant analytics
o Filters, tags, sort and review by
participant, question, segment, date, etc.
Screenshots: HatchTank
13. 13
Why Consider
Mobile Qual?
Participants are already
heavily using mobile to share
opinions, photos, videos and
stories.
They have their smartphones
with them all the time.
We can collect richer, more detailed and more accurate learning if we tap
into this behavior and use it to uncover more valuable insights.
15. 15
• Be in-the-moment with participants, where the action is happening, no
matter what the location or time of day
• Longitudinal dialogue – learn from same person multiple times at different
stages of process or experience
Advantages of Mobile Qual
• Removes the reliance on memory; can show,
not just tell
• See context, emotions
• Participants are comfortable with mobile and
speak more freely (fewer inhibitions)
• They have time to develop thoughtful
responses; can consider challenges, desired
improvements, etc.
16. 16
Advantages of Mobile Qual, cont.
• Easily collect mixed media - photos, videos, audio and text-based responses –
inspirational for clients, creative teams, researchers
• Geo-location, geo-fencing and push notification options
• Expand geographic reach
• Efficiency – watch and learn from many participants each day, save travel
time & money
Take advantage of the opportunity to understand
markets and situations that were previously
unreachable.
18. 18
Use mobile to kick-start a project . . .
• Client Objective: To understand how US Millennials use cosmetics
• Challenge: To get a lot of ideas quickly from a wide geography at an affordable price
• Methodology: Quick Mobile Study with 250 women across the US
1. “Show me your biggest beauty challenge and describe it.”
2. “Take a photo of your favorite new cosmetic product and tell me how you
heard about it and what convinced you to purchase it.”
• Benefits of mobile: Photos, videos, qual & quant, and hundreds of ideas in < 4 weeks
Learn A Lot Quickly
19. 19
Millennials & Beauty Issues
My nail polish
never lasts when
I do it myself …
Hard to get
eyeliner on
smoothly …
Skin is always oily and
shiny in summer…
Starting to worry
about wrinkles . . .
My hair gets dry
and then I get a lot
of split ends . . .
I work and play hard and then
have to deal with dark circles
around my eyes …
Hyperpigmentation
is a constant
problem . . .
20. 20
• Client Objective: Generate ideas for how to improve in-car infotainment systems
• Challenge: How to study challenges people encounter while driving
• Methodology: 5-day “Auto Journals” with twelve participants before in-person
interviews. Conducted over weekend and weekdays to cover varied driving
situations.
• Benefits of mobile: A deep understanding of participant’s relationship to their
car, driving practices and what issues they run into . . . from their natural
environment and before we meet them.
Transforming Participant
Homework
Use mobile when you need to be in a
challenging location . . .
22. 22
Other ideas for when mobile pre-group
homework would be helpful?
1. Show me you biggest laundry challenges
2. Take me on a video tour of your work space
3. Show me how you prepare and cook dinner
using your BBQ grill
4. Record your Coffee Moments for 3 days
5. Tell me about the biggest frustrations you
have with your mobile phone
6. ?
7. ?
8. ?
23. 23
Watch and learn . . .
• Client Objective: To explore consumer reaction to a new paper
towel product
• Challenge: To learn how families would use and react to this new
product in the natural usage scenarios they encounter at home
• Methodology: 7-day digital immersive study using online and
mobile platform. Mail out rolls of paper towels to participants.
• Benefits of Mobile:
Product Placement Studies
o Easy for participants to share all the ways they used the product
o Enough time for families to use a whole roll and form a solid impression of
product – learned likes and dislikes based on real experiences
o Learned from 35 participants from across the country for 7-days over 7 days (vs.
just ~2-3 hours with each over 12+ days with in-home interviews).
24. 24
Paper Towel Product – In-home Placement
Cleaning/Wiping Spills
Eating/Cooking/Food Prep
Personal
Medical
25. 25
Other ideas for when mobile
feedback on product usage would be
helpful?
1. Explore reaction to new on-the-go food
2. Watch how usage of skincare product
evolves over time
3. Look for opportunities to enhance a music
service
4. Learning under what conditions new hi-tech
sporting apparel will be worn
5. ?
6. ?
26. 26
Customer Journey . . .
• Client Objective: To explore how consumers buy
sports equipment. Build on learning from
quantitative survey.
• Challenge: To learn about process that takes days or
weeks to complete in a variety of locations.
More Involved Processes
• Methodology: Two-week study including mobile app and online
discussion board. Participants reported on each step of process, many
when and where they naturally happened.
• Benefits of Mobile:
o Able to “be with” (virtually) participant when they did researching, planning,
purchasing, etc. – online, in a store, at home, etc.
o Generated lots of images and videos which helped bring journey to life for client
team.
28. 28
Other ideas for when mobile could help
you learn about a long-term process?
1. Planning a vacation
2. Buying an engagement ring
3. Holiday preparations
4. ?
5. ?
29. 29
Learn about in-store experience in the US
• Client Objective: To explore what drives in-store purchase decision of bath tissue
• Also great approach to learn about competitive retail experience
• Challenge: To learn about the shopping experience while minimizing impact on
consumer behavior
• Methodology: 25 remote shop-alongs using mobile app
• Benefits of mobile: More natural shopping experience. Learned many details – in
the moment. Participants showed wide variety of things that worked well in-
store, and what did not.
Take Advantage of Cultural Differences
31. 31
Other ideas for when remote
shop-a-longs would be helpful?
1. Shopping for snack foods
2. Shopping for school supplies
3. ?
Or think beyond shopping -
“Show me how . . .”
1. You do laundry
2. You get ready in the morning
3. You train your dog
4. ?
32. 32
Next Steps
As researchers, we need to:
• Expand our offerings to tap into this (new) participant behavior.
• Design studies that take advantage of peoples’ willingness to share
anytime from everywhere.
• Show our clients how powerful this methodology can be.
33. 33
Recommended Resource
Qualitative Research Consultants Association (QRCA)
www.QRCA.org
International research organization for qualitative researchers who work
independently, for a research company, or in academics
• Annual North American Conference and Biennial Worldwide Conference
• Phoenix, AZ, USA – January 2018
• Valencia, Spain – May 2018
• Quarterly Virtual International chapter events
• Monthly webinars
• Award-winning VIEWS magazine
• Online directory of qualitative research professionals and resources
• A passionate membership; the industry’s best advocates
34. 34
Domo arigatou gozaimasu!
Dorrie Paynter
Leapfrog Marketing Research
Dorrie@LeapfrogResearch.com
# 070-1513-4875
ご清聴をいただきまして、どうもありがとうございました。今後とも、アメリカや、日本での定性
調査や、市場進出にからむニーズがございましたら、ご遠慮なくご連絡願います。日本語で
対応させていただきます。弊社は長年日本の企業さんと深い関係に恵まれまして、心より感
謝し、引き続きご支援をいただきたく、よろしくお願い致します。
Thank you for attending this presentation; we appreciate your support! Please let us know if
you have any market research or market entry needs in Japan or in the United States; we look
forward to partnering with you. Thanks!
Steve Pollock
Leapfrog Marketing Research
Steve@TurnstoneVentures.com
# 080-3499-2655