Although traditional qualitative research methods remain highly useful and well received, constant technological innovations and trends are creating a new ground to adapt traditional methodologies and technology uses. In this new space, mobile trends are consistently reaching the forefront and are causing a pretty big stir within the industry.
In a recent Research Access article that transcribed a Market Research Trends 2012 webinar, panelists Leonard Murphy of the Greenbook Blog and Romi Mahajan of Metavana agreed that mobile will be a necessary market research component in the future. “Within the next two to three years, a device similar to– probably somewhat bigger than a iPhone, smaller than an iPad, will be the primary means of communication for our entire species, globally, period… So the impact of global cannot be underestimated, in particular in the emerging markets, because they will leapfrog the PC experience in almost it’s entirety. The growth of broadband and PC penetration in Africa, Latin America, and Asia Pacific is effectively already stopped. So there’s whole generations that will grow up that will look at a PC like we would look at a typewriter and just think it’s just an antiquated piece of technology. So their experience with communicating with each other and the world around them will be via this mobile device,” Murphy said.
Murphy believes that mobile’s true benefit lies in its ability to reach a large sample of research participants all around the world and at any time of the day or week. He anticipates that the future of participant sampling lies in a mobile app that allows users to opt into a virtual research panel and give their permission to send and receive certain amount of information. “That opens the door for an amazing opportunity to be able to engage with consumers 24/7/365, in most any situation that you can imagine, and to gain real feedback at the point of experience, whether that be at an event or while shopping or making purchases in a retail environment, whatever the case may be,” Murphy said. “We have the opportunity to engage them, if we make it a fun and rewarding and meaningful experience for them.”
Although the sampling capabilities are impressive, Mahajan, on the other hand, focuses on mobile’s ability to capture a participant within his or her context. He believes mobile’s best feature is its attachment to the consumer during the entire consumer experience. “For instance, if I leave a movie and I get on a mobile app to say if I like it or not, I’m right in the midst of that experience,” he said. “I’m in situ, as it were. And so when I think about mobile, I think about the fact that people are interacting on their mobile devices in a time and space in which their context is more profound, which is actually itself the benefit here.”
At 20/20, we agree wholeheartedly. If the goal of qualitative research is to gain access to the human emotional profile and how it affects our choices and behaviors, then this trend is an undeniable step in the right direction. And with our mobile research platform QualAnywhere, researchers can embrace consumers within their individual contexts to gain insights from real-time data.
How have you effectively used mobile in your qualitative research methods?