Mobile Qualitative Workshop - 2020

October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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Mobile Qualitative

Workshop MRMW London

Three Rules for

Today

1. Ask Questions – PLEASE

2. Please interrupt me to

ask questions

3. Ask any questions you

have

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Introductions

The ONE thing you hope to learn today

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Introductions

Isaac Rogers, CIO 20|20

1. More confident in when and how to apply mobile qual

2. Realize that we are ADDING mobile qual, not MOVING to it

3. “Doing mobile” is easy. Understanding how best to do it doesn’t come naturally

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20|20- What We Do

‣ We partner with researchers around the

globe to help them execute online projects

‣ One of the largest providers of online qual

tools and service in the world

‣ We’ve trained more researchers to use online

qual than anyone else on the planet

‣ A passion for Helping you do better research

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Your Research Partner

Nationwide Recruiting

True, Qualitative recruiting

Measurably some of highest quality recruiting (96% show rate vs. 70%

average)

400k in our proprietary nationwide panel

Project Management and Support

Single point of contact for project management

24x5 logistics support

Reduce your cost/time commitments by

offloading tasks and logistics

World Class Research Software

Innovative online platforms

International and designed for global

research needs

Full training and technical support

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Global Experience

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QualBoard Implementations, 2012

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“Discussion

Forum”

Asynchronous

Deep Insights

Longer Term

“Online

Interview”

Real-Time

Shorter, more direct

Conversational

Both are Mobile Compatible

Evolution of Mobile Qual Research

Basic Technology (2008)

Evolution of Mobile Qual Research

Basic Technology (2008)

First iPhone (2007)

Dedicated Platforms suited for Qual (SMS)

(2009)

Evolution of Mobile Qual Research

App-based solutions for Qual

(2010)

Evolution of Mobile Qual Research

Widespread adoption (2011)

Evolution of Mobile Qual Research

Variety of mobile qual methods

Evolution of Mobile Qual Research

Mobile Qualitative Today

About 25% of our studies have a

significant mobile component

45+ countries in last six months

30,000 mobile insights a month

Most are “convenient access” insights

300% increase in mobile projects annually

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Types of Mobile Qualitative

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Mobile Discussions

• App-based

• Picture/Video uploads

• Offline Mode

• Typically 3-10 days

Mobile Journals

• App-based

• Activity based (think Homework)

• Typically 5-10 days or more

Real-Time Ethnography

• 1-hour moderated mobile “walk along”

• In-Home and In-Office moderated one-on-one

SMS/Text Diaries

• Less common today

• Question>Answer activities

• Smartphone NOT required

Types of Mobile Qualitative

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Mobile Discussions

• App-based

• Picture/Video uploads

• Offline Mode

• Typically 3-10 days

Mobile Journals

• App-based

• Activity based (think Homework)

• Typically 5-10 days or more

Real-Time Ethnography

• 1-hour moderated mobile “walk along”

• In-Home and In-Office moderated one-on-one

SMS/Text Diaries

• Less common today

• Question>Answer activities

• Smartphone NOT required

Apps SMS/MMS

What’s working

Multimedia

Pictures/Video are a trademark of a good mobile project

Asynchronous (3-10 day experiences)

i.e. Mobile Journals and Discussions

Real-time mobile methods (in-home ethnos, etc) are in their infancy

Hybrids

Blend of traditional online and mobile

Probably 90% of all designs today

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Key Benefits of Mobile Qual

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• Easy way to gather in-home/mobile shop-along pictures and videos

Easy Pictures/Videos

• Participants choose to access research from mobile when on plane/train/couch Convenience

• Researcher’s activities no longer tethered to the desktop

Untethered Feedback

What’s Not Working

Expecting participant behavior to change Weekends/late nights still challenging

“Every time you see an ad, take a picture” does not work…

Poor recruiting for mobile Device/technical issues slow project fielding

Mobile-Only Qual Less than 5% of designs are mobile only

Mixed traditional online + mobile is 95%

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What’s Surprising

It’s really EASY to do

Tools and platforms are simple for any

researcher to use

Too easy?

New Data is barely being used

Huge opportunity with today’s technology

Example: DayStreaming

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Includes participant Geo-location, allowing you to add a brand-new dimension to how you understand participant behavior (permission-based)

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Missed Opportunities!

Map View in QualBoard

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We still have much to learn…

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Researchers have just started scratching the surface of how to tell the deeper story from mobile data

Three Levels of Mobile Research

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The Mobile World

Fact: Your Participants are expecting your research to be

“mobile enabled” today

~25% of all QualBoard participants are on a mobile device

So you have a choice: You can either-

Know mobile is here and be OK with it (it is!)

Plan for mobile and benefit from it

Demand mobile insights

Mobile is here. Participants expect this. How big a part will it play in your research?

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The Mobile World

So who are these mobile participants?

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• Of US Current Cell Phone Subscribers

• US is 17th among Smartphone penetration ~62%

• iPhone/iPad/iPod Touch (Apple™)

• Android (large number of devices)

2 Thriving Platforms

• 80% of phone sold today are “smart devices” And Growing

The Mobile World

As a Qualitative Researcher:

You can Know this shift

You can Plan for this trend

You can Demand mobile interactions

Ignoring will not work!

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How your Discussion looks

on a Smartphone

All your moderator questions appear

on the Mobile App--- just like in the

normal QualBoard® system!

Any pictures/video stimuli is also seen

on the device

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Multimedia is KEY for Mobile Qual

Simple, EASY way to submit pictures

and video (and required commentary)

Collect DOZENS of images within

minutes

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Multimedia is KEY for Mobile Qual

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How Mobile Posts appear in

the QualBoard® system

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Just like normal posts, but with a “mobile indicator”

Small icons to show geo-location

We Still Have Challenges (In Qual)

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Shorter Responses

• Responses are typically 60% as lengthy (text)

• Less likely to answer multi-part questions adequately

Unique Engagement Patterns

• Participants typically come/go twice as often

• Troubling for concept tests and studies with more attention required

Technology Limitations

• Video is a problem with HD cameras

• Screen sizes/capabilities are constantly changing

We Still Have Challenges (In Qual)

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Everyone talks about this end of the chart

We Still Have Challenges (In Qual)

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Many ignore this one…

These countries have

less than 1/3 penetration

We Still Have Challenges (In Qual)

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Devices are NOT perfect for all activities yet

We Still Have Challenges (In Qual)

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Mobile Path To Purchase

Significant Falloff as

more input/data collection required

My Home Screen

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My Home Screen

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23 total apps 6 that my creation of content even comes CLOSE to my consumption

We Still Have

Challenges (In Qual)

‣ This data paints an important picture for mobile qualitative

‣ Qual Research is highly dependent on content creation

‣ Text

‣ Images

‣ Video

‣ Devices still have more ground to make up before we have parity with Desktop/Laptop

Takeaway:

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Mobile isn’t quite there yet…

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And we need to be OK with that…

Mobile isn’t quite there yet…

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It’s just a tool. No one tool is perfect at everything.

Mobile isn’t quite there yet…

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Let’s be this guy

How to use the Mobile Qualitative

Tool

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Three Levels of Mobile Research

In today’s world, Mobile research isn’t a

an either-or decision (mobile vs. non-

mobile)

That decision was made FOR YOU!

It’s how MUCH mobile interaction you

want to promote in your research

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Three levels of mobile qualitative

Seasoning

• Knowing mobile will happen and benefiting from it

Appetizer

• Planning to integrate some mobile insights

Main Course

• Expecting mobile to deliver the “meat” of your research

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Three levels of mobile qualitative

Seasoning

• Knowing mobile will happen and benefiting from it

Appetizer

• Planning to integrate some mobile insights

Main Course

• Expecting mobile to deliver the “meat” of your research

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This will happen (no matter

what!)

This is simple (just a few

changes to your thinking)

This is hard (lots of logistics and

recruiting required)

Seasoning (Knowing mobile will

happen)

Participants will expect some type of mobile capability in your online research

Just choose a platform with an accessible mobile application (iOS or Android)

Direct participants to traditional computer when more thoughtful/interactive answers required

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Appetizer (integrating mobile in to

your research)

Recruit participants knowing many/most have a smartphone (use an existing mobile panel like 20|20 or others)

Enable LifeNotes™ for mobile “in-the-moment” journals alongside your core group discussion

Create discussion sections dedicated to mobile responses (in-store sections, weekend shopping sections, etc)

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Main Course (expecting mobile to

deliver the meat of your research)

Design MOST of your questions to

be answered from a mobile device

Typically, these studies are

focused on:

Mobile Shop Alongs

Video/Image Daily Diaries

Mobile Ethnography

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Mobile Qualitative Best Practices

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1. Understand the Boundaries of Mobile

2. Recruiting for Mobile

3. Optimize Mobile Benefits

Understanding the Boundaries of

Mobile

Understand limitations of mobile devices

Short videos (<2min)

Rough images (not professional photographers!

Small Keyboards (or SIRI voice-to-text)

Consider participant lifestyles

Don’t expect much on weekends

The PC is your friend

Allow participants to ALSO post from PC to the

web-based discussion (the backup plan)

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Mobile Vs. Desktop/Laptop

Mobile Answers:

Shorter

More image/video based

More in-the-moment (when participant is away from PC)

Location-based (can view post location on a map)

Desktop/Laptop interaction

Longer answers with more discussion

More reflective

More detail

More group interaction

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Recruiting for Mobile

Depending on your target demographic, anywhere from 20% to 80% will have a smartphone

Participants don’t always know what kind of smartphone they own (you need good recruiters!)

Work with experienced recruiters who can set good expectations

They MUST describe study requirements in detail, especially for mobile-focused projects

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Recruiting for Mobile

Incentives

Vary, depending on length of study 3-day mobile project is typically the same as 2-hr F2F

focus group

If purchase/travel required, must include cost

Engagement

Repetitive tasks do not work; vary the activities

Engage group via online (desktop) discussion to increase overall activity

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Optimize for Mobile Benefits

Try out your questions on a device before

sending them to participants Test for length and readability

For in-the-moment feedback (picture

journals, in-store questions, etc), prepare

participants BEFORE it’s required Post notices telling them what’s ahead

Use “Push” notifications

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Mobile Vs. Online

Mobile

• In the moment

• More experiential

• More personal

Online

• Richer feedback

• More reflective

• More discussion-based

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Online vs Mobile Design

Considerations

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Activity Length Participant posts are 60% as long

Time-in-research 50% 2x as many total visits per day

Result? Mobile designs should “slice” the discussion into

smaller pieces

Refresh concepts/themes more often “Remember, this is concept C, which describes a product

with a price point of…”

Online vs Mobile Design

Considerations

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0

5

10

15

20

25

Desktop Mobile Tablet

Pages/Visit

Visit Duration

N=50,000 visits each

Online vs Mobile Design

Considerations

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Pictures as Projectives

Participants find adding pictures/video easy from mobile device

Result?

Ask for a quick photo, then have participants describe why they chose that photo “Quick, take a picture of the first thing that

reminds you of shampoo”

Online vs Mobile Design

Considerations

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Mobile is more individual

Participants less likely to interact when there are more mobile activities

Result?

Blend your project between online + mobile Day 1, online discussion with group

Day 2, mobile shop-along

Day 3, online discussion with group

Case Studies

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Case #1: “Naturally” Mobile

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Design Type:

Pre-discussion Mobile

Journals

Mobile was a key

component, but

secondary to the

discussion (Appetizer) Study Design:

• QualBoard Discussion with 35 women from across US who eat a mostly healthy diet

• 20|20 recruited women from our existing mobile panel

• 1 week meal journals followed up by 3-day discussion

Study Goal: • Understand how consumers are including

organic/healthy choices in their diet • Document where the healthy compromise

hadn’t fully taken hold (snacks, guilty pleasures, etc)

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Case #1: “Naturally” Mobile

Recruitment 1 week Mobile

Journaling of Daily Meals/Snacking

3 Day Group Discussion

Document Real Behavior

Discuss as a Group

Case #1: “Naturally” Mobile

Learning?

Week-long journal activities capture each

meal in pictures

Group discussion to reveal “healthy habits”

vs. “guilty pleasures”

Honesty in images allowed researchers to

see actual behavior

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Case #2: Shopping Safari

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Design Type:

Weekend Shopping

Self-Ethnographies

Mobile was primary

focus (Main Course)

Online discussion for

probing/debriefing

Study Design:

• QualBoard Discussion with 20 men age 18-40 who shop both in-store and online

• 2 week study: • Pre-weekend questions for group • Weekend Shopping Excursions • Post-shopping follow-up

Study Goal: • Understand how electronics consumers were

price-comparing stores vs. online

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Case #2: Shopping Safari

Recruitment

Pre-weekend

discussion

SHOPPING SAFARI

WEEKEND

Post-shopping wrapup

Case #2: Shopping Safari

Learning?

Sent shoppers to 3 electronic retailers to price-compare an item of their choice

Picture/video documentary of their shopping experience

Also documented their online shopping/price comparisons each day

Chance to observe in-store behavior and how they price-compared to online retailers

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Case #3: In-Home Mobile

Ethnography

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Design Type:

Real-Time In Home

Mobile Ethnography

Mobile was secondary

focus (Appetizer) Study Design:

• Hybrid Ethnography • 5 Face-to-Face Traditional • 15 Nationwide Mobile Ethnographies

Study Goal: • Understand in-home usage behavior in FMCG

category (Soft Drink/Soda)

In-Home Mobile Ethnography

5 Traditional F2F Ethnographies (2

markets)

15 Mobile In-Home Ethnographies in 10

different states

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QualMeeting: In-Home

Mobile Ethnographies

Mobile Ethnography

• Moderator leads participant through engagement

• More opportunity for insight Moderated

• Clients can observe

• Recorded instantly

Client Accessible

• 5 cities in 5 hours (vs days)

• Fast to field Fast

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Session Flow

Session Start from Desktop

• 5-10 min moderator webcam interview

Transition to the Mobile device

• Participant on camera

• Audio from cell phone

Walk around home/office

• 15-20 minutes

• Streaming from mobile device

Back to PC

• Final thoughts

• Wrapup

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45 minutes, 15 min break between

Today’s Ethnography Options

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Traditional

Moderator On Site

$$$$$$$

Time/Travel

Small Sample

Mobile

Ethnography

Moderator Driven

Inexpensive

Exploratory

Medium Sample

Participant Digital

Journals/Diaries

Participant Driven

No Moderation/exploration

Inexpensive

Large Sample

Case #3: Hybrid Mobile

Ethnography

Learning?

Best of both worlds: F2F and Mobile

Ethnography

Stretches client budget to more interviews in

more regions

Much faster turn-around for researchers

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Takeaways

1. Mobile Qual is really easy

2. Effective designs are hard

3. Think about the experience and what a

participant will provide from a mobile

device

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Roll Up Our Sleeves

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WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

WORKSHOP SPONSORS SILVER SPONSORS

PREMIERE SPONSOR

APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR

WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry