Life through the small screen mobilising online qualitative research via smart phones

Life through the small screen: mobilising online qualitative research via smart phones

Ian Ralph, Divisional Director, GfK Business & Technology

Steve August, CEO, Revelation

Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010

1 Smartphones as a research tool

• Rationale for the smartphone as a research tool

2 Big screen versus little screen

• Case study using PC & smartphone for online qualitative research

3 Embracing the 3rd screen

• Best practice for using the smartphone

Theagenda


Smartphones as a research tool1

4


“My phone is my telly, my PC, mydiary, my scheduler, my phone, mye-mailer, my social networkingprovider, my pedometer, my

calculator, my ebay mechanism, mygrocery shopper, my Amazonaccess, my music player, my

everything. It tells my three yearold niece bed time stories for

goodness sake!”

5


Why smartphone qualitative research?Growth in non-traditional techniques & rise of smartphone adoption

Online qualitative fastest growing area of research industry

Development of web 2.0 tools and adoption of social networking behaviour among consumers

Smartphone penetration growing rapidly

Improved technical abilities of devices and dominant operating systems

* Data from Gartner

Smartphone shipments Q3 ‘09 v Q3 ‘10

6


Key considerations for mobile

Understand respondent issues

Consider the technology

Lowest common denominator

Localise approach

7


RevelationIntegrated PC and smartphone platform for online qualitative research

8


Why smartphone qualitative research?GfK & Revelation R&D

Internal pilot to test capabilities

Revelation developed smartphone app-based

portal

Full consumer pilot to build case for methodology

9


Project set-upUS/UK smartphone owners

10 users of each handset type were recruited in both the UK and US (40 in total)

10


Tasks completed over 5-days:

• Bulletin board: selection & purchase• Consumer diaries: day-in-the-life• Image uploads: where & with whom• Quick polls: value of apps• Bulletin board: app selection & usage• Group discussion: eulogy exercise• Group discussion: research experience

Respondents completed activities via a combination of Smartphone and PC browser

Project set-upOnline qual session using both PC and smartphone

11


Revelation iPhone app available towards end of study.

New task added to test impact of app and gauge first impressions.

Project set-upApp-based tasks


Big screen versus little screen2

13


The researcher’s perspectiveSeamless delivery of input to respondents and delivery of output to researchers

14


Viability of methodology3 key considerations for smartphone qual research

Information captured must be of sufficient quality

Respondents must be engaged Phone

specific strengths

and weaknesses

must be considered

15


Quality of data obtainedDespite device limitations, respondent behaviour is encouraging

�Response length as good�More frequent responses�Limited use of text-speak

� But small keypad and screen provides limits

16


18:17Email from Mat, still at hospital.

16:14We are waiting in the hospital for doctor to see my

partner

14:38My mother rang me, I was at home watching TV

14:31I was at home, received an email from Mat explaining

how to complete today's activity

14:02I was at home, eating breakfast, when my mum called me to say about the plane crash in my country, where

half of our government died.

A day in the life of a smartphoneEssential tool during peak times of the day

13:35The alarm rang so that’s the first

activity – I got up

23:28Playing a

game. I am in bed.

14:14I was looking for some news about the catastrophe. I

am still at home, but getting ready to go out.

14:17Texted two of my friends back home. I am still at

home, looking for some more information about how are people in my country coping after receiving the

news of President's death.

17


A day in the life of a smartphone Less frequent but more intense usage

15:23Went to Disney and had

my nephew take a picture of myself with my phone. I also texted my fiancé all

day. The reason behind my

phone usage and picture taking was the memories. I always text and take photos to keep in touch with my family, we are

scattered everywhere, and I love posting stuff on to

Facebook.15:25Checked emails

21:41Calls/Texts/Social networking/playing on games that have been downloaded

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Viability of methodologyAdded benefit of time, location & visual information

Using the Smartphone

camera gave us extra detail not

only about the time & locations that they were

completing tasks…

… but also showed us how they

use their

phone. This visual information would no

t

have been easily available ot

herwise

19


Respondent engagementMethodology fits the way consumers behave

�Fun way to do research�Fits with their way of life�Phone always with me

� Less engaging for discussions

20


A eulogy for my phoneWe have a connection with our smartphones

“… She also kept me up to date with the latest news in my

community and the surrounding world....”

Karma Lennon, US, Android

“…you were unique to me and part of me and always knew how to get me back home…”

Slw001, UK, iPhone

“…when I am lost, lonely or bored, you always show me

the right direction. …”weby007, UK, iPhone

21


A eulogy for my phone But its what they do for us that we love, rather than the device

“… I will be alone in the wilderness... until tomorrow when my new phone arrives in the post and I am connected

back up... “ojevons, UK, Android

“…I will download all the same apps as we used to use in loving memory of

you…”Niki1281, UK, iPhone

“…goodbye dear friend. I will miss you HORRIBLY and don't take it personally but I'm going out RIGHT NOW to buy your

replacement …”msmedic, US, Android

22


High quality Camera

Well suited to short

‘time wasting’tasks

Smartphones are Portable

Viability of methodologyPhone specific strengths to focus on

Phone specific strengths

“…In John Lewis, waiting for wife…”HoZe, UK, Android

“…I had to visit the launderette…”Endre, UK, Android

“…I was relaxing on the couch…”Pamela80, US, Android

23


One of our respondents had his phone damagedduring the study, and was unable to continue.

“This response takes ages to send, through 3g network!...Quite a few times my responses have timed out.” HoZe, UK, Android

“… the above was completed on my computer as my phone was dead. Its annoying the little battery life I have with this phone”HoZe, UK, Android

Viability of methodologyPhone specific weaknesses

Phone specific

weaknesses

24


Communication

Role of the smartphoneSmartphones are our lifelines

Lifeline

Keeping informed/up to date

Entertainment

Staying connected

Games Music

Travel

Navigation

News

Social networking

Text Calls Emails

Diary Contacts

Social networking

Camera

Apps

Apps

Apps

Apps

25


Mobile research must followWhy an app for research?

Traditional mobile limitations:

• Mobile browsers

• SMS/MMS

• Poor participant experience

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Embracing the 3rd screen3

27


The mobile as a window to the PCOnline research should move seamlessly between the PC & mobile

“I usually check Facebook on my

phone and if there is something I need to respond to then I will switch on my laptop.”Dungerbunda, UK,

iPhone

“Most activities are now mirrored on both phone and

laptop...”miss_tomo, UK, Android

Consumers want mirrored functionality & content between their PC & mobile...

... although behaviour differs between monitoring & browsing via mobile and

acting via PC

28


The mobile as a window to the PCPC & mobile as complimentary research tools

PC used for screener and

sign-up

PC used in case of visual stimuli being

used

Phone used in activities requiring quick,

repeated information

Phone used to capture images

PC used for activities requiring longer

responses or discussions

Phone used when

information is required at a specific time or location

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Ideal uses of smartphone qualIdeal where location, time, interaction or immediacy are key

30


What nextCould/should I be using smartphone qual?

Mobile is the final 5 yards into consumer experience

Mobile is technology not methodology

In five years, everyone will have it

The big challenge will be sense-making

Life through the small screen: mobilising online qualitative research via smart phones

Ian Ralph, Divisional Director, GfK Business & Technology

Steve August, CEO, Revelation

Presented @ International conference on

Market Research in the Mobile World

2 & 3 Dec 2010, Berlin

For more information

Please visit: http://www.merlien.org

Life through the small screen mobilising online qualitative research via smart phones

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