MMRA QRCA NYC Mobile Qualitative Presentation

www.mmra-global.org #mmra

Mobile QualitativeUsing Mobile Media to Understand People

Mark MichelsonExecutive Director, MMRA

Atlanta, Georgia USA


http://www.mmra-global.org/




www.mmra-global.org #mmra2

Introduction

1. Ask Questions – PLEASE

2. Please interrupt me to ask questions

3. Ask any questions you have




The ONE thing you hope to learn today




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




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

5




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




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




Early Days of Mobile Qual

• Adoption of traditional qualitative research methods…– In-depth Interviewing– Group discussions– Diaries– Ethnography




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




Types of data Mobile Qual provides

• Behavioral: What people do • Observational: What people see • Sentiment: What people

say/think • Emotional: How people feel




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)




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




Advantages of Mobile QualPresented 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




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




“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




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




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




Some MobileQual Platforms




A quick review of current Mobile Qual Apps & Platforms

• Bulletin Board/Discussion Group• Hybrid• Ethnography• Live Video• Text/SMS




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




• 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

Civicom InSitu® Mobile Research




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




Civicom InSitu® Audio Recordings Transcribed and Posted on Chatterbox® Bulletin Board with Images and Video

Respondents Can Also Send Text Messages/MMS/Email





Works On Any Device (From Landline to Smart Phones)




Why respondents love participating on mobile devices

Feeling Free To Express and Share

Ease of UseInteractions are intuitive

Feel at HomeThey’re naturally on their mobile devices, so participation in research feels normal and relaxed

Free to Express ThemselvesMobile devices go where respondents go, and are already used for interacting and capturing information

Free

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for R

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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

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.

The Immersive Research Company

• 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 endedquestion tallies, and the ability to export data in a variety of formats

™




Mobile: In the moment interactions































Mobile Ethnography

• http://www.ethosapp.com



http://www.ethosapp.com/


https://secure.qualboard.com/home/login



https://secure.qualboard.com/home/login








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.”




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




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




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




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




Thank You For Your Curiosity!

Mark Michelson

[email protected] #mmra #MobileMR



