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Mobile in MROCs: Towards the Next Frontier
in Market Research
Filip De Boeck
Managing Partner
@filip_deboeck
We agree,
Mobile is important.
MRMW
But what do we do with
mobile in qualitative
research?
MRMW
From wikipedia: Qualitative researchers aim to gather
an in-depth understanding of human
behavior and the reasons that govern
such behavior. The qualitative method
investigates the why and how of
decision making, not just what, where,
when.
MRMW
Qualitative researchers aim to gather an in-depth understanding
of human behavior and the reasons that govern such behavior.
The qualitative method investigates the why and how of decision
making, not just what, where, when.
It’s about digging deep.
MRMW
Qualitative researchers aim to gather an in-depth understanding
of human behavior and the reasons that govern such behavior.
The qualitative method investigates the why and how of decision making, not just what, where, when.
The 21st century
method of digging
deep: MROC’s
MRMW
Longterm & Asynchronous
Engagement & social dynamics
Unsolicited, maturated feedback
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Gamification
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15 inch
3,5 inch
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15 inch
4,3 x less engagement?
4,3 x less richness?
3,5 inch
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Ever tried to *tap* a really
long and sensitive
message to your girl or
boyfriend?
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Let’s solve that through
technology.
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Time to abandon the idea
of mobile qual.
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Wait a second.
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No environment is 100%
device-free anymore
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20% bike 25% bathroom
62% family
64% shopping
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It’s personal
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It’s contextual
It’s contextual.
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We love personal &
contextual #mrx!
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Breaking the barriers of time
and space
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So should we abandon
mobile qual?
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It’s about
knowing where
to dig.
It’s about
digging
deep.
The right inflow at
the right time
enriches the
MROC and shows
us where to dig
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Mobile data – what?
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Mobile data – where?
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Mobile data – why?
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1. Reflective probing
2. Social currency
3. The social pressure
4. Crowd interpretation
Communities benefits:
1. The basics to stay in touch
2. Facilitate sharing
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“People that use Facebook on their mobile devices are twice as active on
Facebook than non-mobile users”
It’s almost like the facebook model.
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• Mobile = personal & contextual
• Mobile data = visual & quick
• Mobile & MROCs: friends with
benefits
• MROC’s enrich the data, create
social currency and boost
engagement
Wrap-up
