METHODS

Mobile​ ​Qualitative​ ​Research


Mobile​ ​qualitative​ ​research​ ​allows​ ​us​ ​to​ ​use​ ​the​ ​consumer’s​ ​mobile​ ​device​ ​to conduct​ ​amazingly​ ​deep​ ​and​ ​highly​ ​customized​ ​qualitative​ ​explorations​ ​of​ ​consumer​ ​behavior and​ ​sentiment​ ​at​ ​speed​ ​and​ ​scale​ ​never​ ​before​ ​possible.

Specially​ ​designed​ ​mobile​ ​qual​ ​tools and​ ​methods​ ​let​ ​us​ ​be​ ​continually​ ​present​ ​with​ ​the​ ​consumer​ ​all​ ​day​ ​and​ ​night,​ ​to​ ​capture moments​ ​and​ ​experiences​ ​that​ ​a​ ​professional​ ​researcher​ ​would​ ​miss.

Through​ ​highly customized​ ​research​ ​studies,​ ​these​ ​tools​ ​enable​ ​participant​ ​to​ ​share​ ​their​ ​experiences​ ​through a​ ​variety​ ​of​ ​methods​ ​(including​ ​videos​ ​and​ ​photos)​ ​and​ ​enable​ ​us​ ​to​ ​"tag​ ​along”​ ​in​ ​their​ ​pockets and​ ​purses​ ​to​ ​understand​ ​how​ ​they​ ​live. The​ ​result​ ​is​ ​a​ ​set​ ​of​ ​more​ ​powerful​ ​qualitative insights,​ ​often​ ​developed​ ​much​ ​faster​ ​than​ ​through​ ​traditional​ ​observational​ ​research methodologies.


HOW IT WORKS

  • Design​ ​study​ ​using​ ​specialized​ ​mobile​ ​qual​ ​research​ ​app
  • Screen​ ​and​ ​recruit​ ​participants
  • Participants​ ​download​ ​app​ ​and​ ​engage​ ​in​ ​study​ ​over​ ​days​ ​or​ ​weeks​ ​with​ ​oversight​ ​from a​ ​community​ ​manager.
  • Responses​ ​and​ ​participant​ ​media​ ​are​ ​uploaded​ ​to​ ​a​ ​portal​ ​for​ ​analysis
  • Analyze​ ​data​ ​and​ ​report​ ​findings​ ​including​ ​participant​ ​photos​ ​and​ ​videos

WHY CLIENTS LOVE IT

  • Be​ ​with​ ​the​ ​participant​ ​all​ ​day​ ​and​ ​night​ ​to​ ​capture​ ​moments​ ​that​ ​in-person​ ​observers miss
  • Eliminate​ ​the​ ​bias​ ​and​ ​lack​ ​of​ ​candor​ ​that​ ​can​ ​result​ ​from​ ​the​ ​researcher’s​ ​presence
  • Conduct​ ​multi-city​ ​/​ ​multi-region​ ​research​ ​much​ ​faster​ ​and​ ​with​ ​much​ ​less​ ​complexity
  • Eliminate​ ​the​ ​travel​ ​burden​ ​and​ ​expense​ ​associated​ ​with​ ​in-person​ ​qual​ ​research
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