How to Leverage Mobile Research to Make Recommendations Based on the Facts
26
Watch the recording on demand!
description
The greater our ability to follow the natural inclinations and habits of the consumer, the better insights we gather. Innovative qualitative research trends and technology deliver better value only if they allow you to truly get into consumers’ lives and get to know them in their element.In this session, we will discuss how you can leverage mobile video to witness every consumer “moment of truth” – when and where they are interacting with products, services, and reacting to messaging – so that you can make accurate recommendations based on the facts. Additionally, we will discuss current incidence, how to collect mobile video insights in developing economies, and smartphone adoption projections, as well as best practices for capturing mobile activities, including ideal duration of a mobile study and number of assignments.
Transcript of How to Leverage Mobile Research to Make Recommendations Based on the Facts
Watch the recording on demand!
How To Leverage Mobile Research To Make Recommendations Based On The Facts
Presented by Kathy FitzpatrickSenior Director, Research & Design, Qualvu
Understanding Use Cases, Benefits, And Limitations Of Mobile Research
Watch the recording on demand!
ABOUT QUALVUAbout Qualvu
Advanced solution for qualitative research
proprietary platform – design. discover. decide. – greatly streamlines process via web-based software
video-based self-driven ethnographies (attitudinal & behavioral)
goal: better data, process, analysis, and decisions
Mobile Research: Everyone IsTalking About It!
So, what’s all the buzz about?
Watch the recording on demand!
MOBILE RESEARCHMobile Research:Mobile Devices Or Mobile Data?
beyond smartphones and tablets
it’s about capturing “in the moment,” relevant data wherever consumers
it shouldn’t limit your objectives, research data, or who you reach
PROMISEThe Promise
Faster and more accurate data
Instant access to billions of consumers
Higher consumer engagement
Least intrusive and most flexible way to capture the moment
Better business value
Watch the recording on demand!
To those who conquer the obstaclescome the spoils
But with any treasure hunt…
Watch the recording on demand!
So How Do We Get There?
Watch the recording on demand!
Today…. Technology addresses the issue of connecting with
consumers on the go Innovation for innovation’s sake doesn’t create real
research valueclue: What are the key elements in a mobile platform that creates real research value?answer: enable individualized or group follow-up and probing create interaction and conversation among survey
participants allow participants to view and react to other
participants’ video responses direct questions to the entire group or just selected
members leverage social media dynamics through a mobile
blog platform that prolongs participant engagement in a study
Our First Stop: The Technology
The Obstacle
Innovation for innovation’s sake doesn’t create real research value
The Challenge
We need technology that engages consumers and delivers useful research data!
The Solution Mobile app, mobile cam, pocket cam, pen cam Free mobile app for any smartphone or tablet platform
Push-button video exchange built for research
Full multi-media sharing – video, photos, texting and even integrated surveys
Social media powered – participant collaboration
Watch the recording on demand!
NEEDS MET?Does The Technology Meet Your Needs?
enables individualized or group follow-up and probing?
creates interaction and conversation among survey participants?
allows participants to view and react to other participants’ video responses?
directs questions to the entire group and/or just selected members?
leverages social media dynamics to encourage participant engagement throughout the study?
Watch the recording on demand!
Next Obstacle: Recruiting for Mobile
The Obstacle
Incidence and engagement to ANY screening criteria
The Challenge
Integrating global panel networks and engaging relevant audiences
The Solution 327.6 million active phones, tablets and laptops on cellular networks in
the U.S. 750 million smartphone-enabled consumers globally… and counting! Leveraging a blended methodology and providing technology when
needed
Watch the recording on demand!
Argentina
Canada
United StatesJapan
Hong Kong
UK
Germany
France
India
South KoreaSpainItaly
The Netherlands
Greece
Poland
Sweden
UAE
Australia
Saudi Arabia
PROMISEDoes It Work For Every Demographic?Is The Mobile App Feasible Today?
Watch the recording on demand!
Internet Users 2010 (% of population)
Mobile Penetration (% increase 2009-2010)
Western Europe Belgium 79.26% 113.46%France 80.10% 99.70%Germany 81.85% 127.04%Italy 53.68% 135.42%Netherlands 90.72% 116.23%Spain 66.53% 111.75%Sweden 90.00% 113.54%UK 85.00% 130.25%Central & Eastern Europe Greece 44.40% 108.22%Poland 62.32% 120.18%Middle East & North Africa Saudi Arabia 41.00% 187.86%United Arab Emirates 78.00% 200.00%Asia & Pacifics Australia 76.00% 101.04%Hong Kong 69.40% 190.21%Japan 80.00% 95.39%South Korea 83.70% 105.36%Latin America Argentina 36.00% 141.79%North America Canada 81.60% 70.66%U.S. 79.00% 89.86%
SourcesInternational Telecommunications Union, UAE - http://www.budde.com.au/Research/United-Arab-Emirates-Telecoms-Mobile-and-Broadband.htmlInternational Telecommunications Union - http://www.itu.int/ITU-D/ict/statistics/
Challenge: Tool or Methodology?
The Obstacle
Cool tech and promise, but how integrated and streamlined is actual execution?
The Challenge
Finding a turnkey advanced solution and implementing the right methodology
The Solution Technology fused with intense respect for Qualitative Research End-to-end, streamlined technology that elevates researchers and their
expertise
Watch the recording on demand!
RIGHT TOOLDoes The Tool Match An Efficient Mobile Qualitative Methodology?
What you need:
the ability to see what the consumer sees
the opportunity to respond when it’s convenient
the flexibility to be natural and un-choreographed
Your answer?
Mobile. Asynchronous. Video.
Watch the recording on demand!
TOP TIPSTop Tips For Effectively Capturing Insights Through A Mobile Video Research Question Guide
follow classic moderator training when writing and recording your video assignments – from broad to specific
ask consumers to do something rather than just answer questions – or answer questions while being exposed to natural emotional triggers
ask reflection questions after they have performed the activity
allow consumers to see one question at a time, where and whenever relevant
unveil assignments as they progress through the project
Watch the recording on demand!
Next Up: What To Do With All That Video?
The Obstacle
Organization of digital mobile data is done manually and time consuming
The Challenge
How to easily turn that data into meaningful intelligence and reporting?
The Solution
INTEGRATION! Instantly organized via linear collection All data types Highlight reels with mouseclicks Searchable video Interactive Transcripts
Watch the recording on demand!
BEST PRACTICESMobile Video Analytic Process
Video collected though mobile devices comes right into the research team’s desktop
The research team utilizes online video editing and qualitative analysis tools to analyze, notate, and download video responses
The video insights are organized by themes, surprises, validation, etc. and grouped into playlists
Playlists are embedded in a video report alongside actionable recommendations
How to make strategic decisions?
The Obstacle
Mobile video data is organized, but how to align it with strategic objectives?
The Challenge
Accurate and actionable reports
The Solution Advanced qualitative coding enables fast analysis Coding qualitative data for rigor and accuracy Mobile output turns into video reports
Watch the recording on demand!
DO YOU ADAPTDo You Adapt The Research Process To The Mobile Solution Or The Mobile Solution To The Research Process?
Design. Discover. Decide. Watch the recording on demand!
Will Anybody Notice?
The Obstacle
Stakeholders have yet to experience the return on mobile research
The Challenge
Empowering researchers to become thought leaders and enabling stakeholders to experience the power of the in-the-moment insights to make decisions based on the facts
The Solution Push-button digital sharing and social media-based invites
Quickly syndicated mobile video reports to smartphone and tablets
Building a data set and exponentially increasing research value
Watch the recording on demand!
Watch the recording on demand!
DREAM REALIZEDNo Longer Just A Treasure Hunt
Empower your consumers and business alike
Access a diverse mobile-enabled panel 24/7
Secure faster and more truthful insights through a turnkey solution
Gain whole new levels of accuracy in decision making
Watch the recording on demand!
To get something you never had, you have to do something you’ve never done.
“And most importantly, how can companies understand the analytics across the entire marketing mix and incorporate those results into improved marketing strategies and tactics to drive higher revenue, profit and brand share?”
- Stan Sthanunathan, Coca-Cola
Watch the recording on demand!
THANK YOU!Thank You!
Use the Q&A box to the right sideof your screen
Email us to [email protected]
Twitter @Qualvu or #IQualvu
Questions?
Watch the recording on demand!
Watch the recording on demand!
