The use of the iPad in and for qualitative research

ì  QRIC – Malta 07th April 2011

From the perspective of a classic qualitative researcher

Overview

ì  Background

ì  Implications for research

ì  The iPad as a tool for qualitative research

ì  Outlook

It‘s a digital world

ì  People live digital and online.

ì  People use digital devices.

ì  Since the launch of the iPhone digital communication devices have become a constant companion and are used for all aspects of everyday life.

Involvement in every day life

The classic PC era ends

ì  As a mobile phone is not anymore only a mobile phone so is and will be the change on the (personal) use of computers.

ì  Digital mobile devices are a part of everyday life and replace classic PC.

More than just a new device

ì  40 million iPads to be producted in 2011 (compared to 15 million in 2010). ì  And this is only the iPad. Other tablets are/will be

launched on the market soon.

ì  Tablets are and will be changing the personal use of the internet.

Change from stationary to mobile

ì  Mobility out-of-home (macro-cosmos)

ì  Mobility in-home (micro-cosmos)

ì  Natural environment context

ì  And often a more relevant context

Role of the PC and the Internet are changing

ì  The era of classic web- and computer based (qualitative) research will end.

ì  Market research via Internet = online will be even more important and relevant - but used in a different way.

It makes a difference if you have to go where your computer is or if your device/computer is where you are.

ì

Why the iPad?

Intuitive interface

ì  Closer to and closer with the respondent.

ì  Even small children can use it.

ì  Apps help to get a better access and are tailored for the use with the iPad.

ì  Using one of the most versatile tools we have : your fingers.

Embedded into everyday life

ì  Seamless integration into personal lifestyle.

ì  Main usage of the iPad is in a private context ... ì  At home – 80% of the usage of the iPad is private ì  In the evening - taking the time and having the time ì  For everyday routines

ì  Read, search, play, inform, communicate, purchase ...

Higher involvement of the respondent

ì  Far beyond from just being another functional technical device.

ì  The iPad is a personal tool (much more so than a PC/laptop).

ì  It‘s a piece of fascinating technology.

ì  Respondents have fun using the iPad. ì  This might wear out as an effect but will remain

relevant.

ì  People love their iPad (or tablet).

Why?

ì  The iPad, as soon as you have it, becomes part of the daily lifestyle and routine. ì  „It has become a part of my life“. ì  Regardless of the age.

ì  An easy to use and simple piece of technology that makes technology (more) tangible.

ì  Seamless interaction with the device where-ever you are.

ì  Allows easy creation of ways to express yourself in a creative way.

ì  Allows respondents to be creative.

Interactivity anytime and anywhere

ì  Online ì  Flexibility

ì  Time and place ì  Provision and update of content

ì  GPS ì  Tracking (legal issues)

Importance for marketing (and research)

ì  Tablet use will be ‚established‘ in the future.

ì  iPad to become more and more important for marketing and communication.

ì  Relevant and important as a tool and a subject for research. ì  Tool and subject are one

a.  Mobile

b.  Creative

c.  Authentic

Best pre-conditions to allow creative insights/response and better, richer and more versatile ways to express opinions,

attitudes and insights.

Versatile

ì  Full access to the www.

ì  Paperback-sized display. ì  1024 pixel pages can very well be read and create a very realistic

environment.

ì  Images (viewing and re-viewing, editing, shooting, screenshots).

ì  Audio/Voice.

ì  Video (play back and record).

ì  Sound.

Multimedia interviewing

ì  In a direct and intuitive way.

ì  With possibilities that are beyond current technologies.

ì  Combining allows more creative response and input.

ì  Different to providing and responding on a PC or Laptop.

Expanding target groups and samples

ì  Easy and intuitive use.

ì  From 3 years up to ? years.

ì  Positive about the use of the iPad.

Activities and tasks

ì  Behaviour ì  Journals and diaries ì  Reporting and commenting ì  Capturing moments

ì  Understanding the context ì  Photos and videos (of myself or to explain the context)

ì  Expressing ì  Collage ì  Storytelling

New possibilities by adapting to tablets

ì  Adaption into digital could create richer input

Drawing

Collage

Brainstorming

Mapping

Polls & Surveys

Updated content

Using apps

ì  High quality and allowing good results ì  Collages

ì  Use of own photos ì  Photos from the largest photo

library in the world! ì  Brainstorming ì  Drawing - the most natural and direct

way: with your fingers!

ì  Creativity is a great motivator.

ì  Saving and mailing

ì  Can be used as incentive

Mobile research

ì  Specific tools and solutions (e.g. Revelation Mobile, QualVu and more to come)

ì  Street surveys

ì  Face-to-Face interviews (for practical reasons)

Smaller scaled quant-/web surveys

ì  Use of the iPad as a client ì  Via Web ì  Specific clients (e.g. via

Polldaddy app)

ì  Ideal for ì  Smaller scaled web-surveys ì  In face-to-face interviews and focus

groups

ì  iPad can be used by moderator as well as by respondents themselves

Face-to-face video conferencing

ì  Much more effective compared to paper and pencil and with regards to data entry. ì  Can make the interview a multi-media event – allows to use a

bigger set of stimulus material; e.g. video etc. ì  Screen-sharing and screen shots. ì  Material can be modified easily if necessary – real-time or

from a remote location. ì  Rotation and skip patterns are embedded.

ì  Allows control for the researcher.

Online questionnaire interviewing evolves

ì  Can record voice or video in questionnaires with open-ended questions (instead of writing the response).

ì  Allows real time video online interviewing. ì  Respondents use and evaluate products where they would

normally

In classic qualitative research

ì  Group discussions, workshops ì  Pre-tasks ì  Questionnaires ì  Provision of stimulus material ì  Use in groups

A ‚rich‘ way of conducting groups

ì  Results (polls, surveys, brainstorms etc.) in real-time - can be used straight away.

ì  Facilitates individual work

ì  More control ì  E.g. bei sizing images due to their importance

ì  Better and more easy analysis ì  Word analysis tools ì  Easy printing of respondents input

Practical issues and limitations

ì  No Flash (iPad; not Android).

ì  Limited mobility. ì  Size. ì  Weight. ì  Battery life. ì  Bandwidth (no online access out of home)

ì  Lack of physical keyboard might be irritating (but it works better than expected).

More (but however) limited mobility

ì  Due to its size only in certain ways relevant as a mobile research tool

ì  Main usage of the iPad is at home

ì  Used differently than a PC or laptop

ì  E.g. surfing the web, media consumption (newspapers, magazines), searching for information, social media, email.

The iPad as a subject of research

ì  App testing

ì  Testing of marketing and communication activities via the iPad ì  Advertising ì  Website testing ì  ...

Outlook

ì  Qualitative research is evolving.

ì  A reflection of changing consumer attitudes, habits and behaviour.

ì  The iPad should be seen as interesting and relevant additional tool.

ì  It enriches the tool set and allows deeper insights.

ì  It is an invitation for a more active participation and involvement of the respondent in the research process.

ì  But it gives the researcher a certain degree of control too.

ì  Analysis is partly easier ... or much more complex.

For us ...

ì  Using the iPad and its new possibilities is a real challenge for qualitative research and qualitative researchers.

ì  And a fascinating journey ‚insight‘ a better understanding of consumers.