Archive for the ‘Mobile Qualitative Research’ Category



The Role of the Qualitative Strategist in Mobile Research

Posted on: January 16th, 2019 by doyle

The widespread adoption of mobile phones is a great advantage for marketing researchers.  Mobile qualitative research gives us the ability to observe the customer experience when and where it occurs, providing in-the-moment reporting that helps surface rich insights. How much better to have the consumer record themselves each time they get a midnight snack than the alternative of waiting days or weeks and relying on recall when discussing their behavior with more traditional techniques.

Of course, mobile qualitative relies on participants operating somewhat independently of the researcher and outside of a research facility. So, what do we – as researchers – actually DO now that respondents are completing assignments without us?

In reality, respondents aren’t completing assignments without us. The role of the researcher in mobile qualitative is even more important precisely because the respondents are more independent. To complete qualitative research without losing participants midway through, and to keep participants engaged and thoughtful, researchers are needed to:

  • Design effective assignments that optimize the capture of critical moments. Identifying and then reacting to these moments is the key to successful mobile qualitative.
  • Provide instructions and guidelines for participation that keep the participant interested, willing and able to complete the research.
  • Build rapport and trust with the respondent. We have learned that it is always best to talk to the respondent before sending them out to complete the research assignment.  This creates a personal connection and encourages more robust engagement for the participants.
  • Capture and observe mobile responses (videos, photos, texts) from respondents and probe for additional information or modify subsequent assignments to reflect new learning.
  • Actively monitor responses for depth, accuracy and quality – and skillfully encourage maximum participation.
  • Engage stakeholders with highlights from ongoing respondent input. Periodic topline reports, daily briefings, or even high-level interim reports (depending on the length of engagement) can all be used to develop optimal outcomes.
  • Conduct follow-up interviews. After the mobile data collection, a follow-up phone or webcam interview to debrief with each respondent, as well as ask general follow-up questions, provides the opportunity to probe into specific observed behaviors.
  • Analyze responses to identify findings, implications, and meaningful insights.
  • Provide rich, multi-media final reports that bring the insights to life.

So while we are no longer in the presence of the respondent, or interacting with them in real time, our engagement is still significant and critical to the success of any mobile research study.  Questions? Contact Kathy.doyle@2020research.com

Three Reasons Why Mobile Qualitative Should Be Part of Your Research Arsenal

Posted on: October 19th, 2017 by doyle

From the desk of Kathy Doyle

Mobile qualitative has been a viable method for over 10 years.  But as the technology has improved so have the possibilities.   If you haven’t considered mobile research—or considered it recently — I’d like to give you three reasons why you should:

The Ubiquity of Smartphones

According to a Pew Research study, 77% of Americans now own a smartphone, and among Millennials that number climbs to 92%.   People consider their phone a natural extension of themselves, and rarely if ever leave home without it.   Mobile methods capitalize on the fact that we are not asking respondents to do anything unnatural or unfamiliar.   It’s become a selfie culture, and many smartphone users already obsessively record every moment of their lives.  So why not consider harnessing this behavior to better understand your customer?    Short of moving in with them, you can’t get better access!

Behaviors In-the-Moment and On-the-Go

Mobile research provides an unprecedented opportunity to observe and capture behaviors when they are naturally occurring– in-home, in-store, in-car, or anywhere else.   Not because we asked them to do something and report back to us, but because they were authentically doing it in their own time for their own reasons.

For one of our clients, we intercepted potential respondents as they entered a geo-fenced location–in this case, a car dealership– and invited them to participate in a phone interview immediately following their visit with the goal of understanding and enhancing the consumer experience.   As you can imagine, the level of detail and emotion as they reported on their experiences was far greater by talking to them in-the-moment than it would’ve been had we asked them the same questions six weeks later.

Behaviors Over Time

With in-person ethnography we usually observe behaviors at a single point in time, primarily for practical reasons.   While there is no substitute for spending time with your customer, and seeing their lives in context, mobile ethnography gives researchers the ability to capture behaviors as they occur over time.   This allows us to pinpoint patterns and triggers that often do not surface in a single visit.    A good compromise is to conduct a hybrid study:  an initial visit with the respondent in-person, followed by a mobile assignment over time.

Imagine asking a respondent to keep a week long mobile journal to “show and tell” each moment related to making daily dinner decisions:  the planning (what triggers a dinner decision), shopping (use a list?  make an impulse purchase?  shop a sale?); preparing (challenges); serving (what “makes” the meal); and even daily self-reflections (wouldn’t it be great if…).    How much richer the insights would be than asking a respondent to recall this information in a traditional research setting.

If these are not reasons enough to consider incorporating mobile into your research plans, here are three more.   When participating via mobile, respondents:

  • Are less apt to censor or filter their opinions and actions because of a sense of anonymity
  • Can be less self-conscious than when a moderator is present
  • Can complete assignments anywhere, at any time of day (and can receive text alerts to remind them to do so)

Want to learn more?    Download our free eBook on mobile research.

And if you’d like to discuss whether your research objectives could be addressed utilizing a mobile method, email me at kdoyle@doyleresearch.com.

 

 

 

 

 

 

What do Millennials, Procurement, and Mobile Qualitative Have in Common?

Posted on: March 28th, 2017 by doyle

5 Micro-Trends We Are Noticing at Doyle Research

From the desk of Kathy Doyle

It all started with a question from a marketing consultant we hired to work with us on targeting and positioning.   “What’s happening in the market research industry that could have an impact on your business, and why?”trends

As I began trying to answer that question, I noticed some “micro-trends” emerging.   Not the biggies, like automation and big data, but some smaller ones with a day-to-day impact.  Here are five I noted:

  • The Millennial effect. As Millennials become a greater proportion of our clients, we have noticed two trends emerging:  1) they are far more likely to find us via an internet search than a referral from a friend or colleague.    This is completely opposite of what business looked like 10-15 years ago.  And necessitates changes in how we market and sell our services; and 2) “bigger is decidedly NOT better” when it comes to deliverables.    The days of 100-page reports being a tangible sign that a client has gotten their money’s worth are long gone.    Millennial clients are far more likely to want a handful of slides that are clear, concise, and highly visual.  I can’t blame them.   Information is coming at us all at top speed.  But as a researcher, this is difficult to accept much less deliver!
  • The resurgence of qualitative research.  For a while, clients were reporting that they were relying more on big data, social media research, and desk research.   Now we are hearing that there is simply no substitute for observing and engaging with customers first hand.   The pendulum has swung again.  And “why” is where it’s at.
  • The dominance of mobile research. Almost any method or technique we’ve used over the past 30 years is now being “mobile-ized”.   And should be.  It’s the way our customers are communicating in 2017.   We are using mobile for virtual shopalongs, virtual ethnography, in-the-moment intercepts (incorporating geofencing technology), mobile diaries, mobile homework assignments.    Mobile allows us to get closer to our customers when and where behaviors are occurring and decisions are being made.
  • The rise of procurement. As procurement departments become more common, they are impacting us in two ways:  1) delaying the start of projects, just when the trend is toward faster turnaround; but also 2) challenging us to better explain our value, since apples to apples pricing comparisons are difficult to achieve in qualitative research. Learning to understand the procurement mindset, and how best to work with them to achieve mutually acceptable outcomes, is of increasing importance.
  • The need to deliver faster, cheaper AND better. I wrote a blog post about this a year ago.   It used to be standard wisdom that you could only deliver two of the three, but never all three.   That is rapidly changing.  The emergence of machine translations, text analytics, video management software, DIY recruiting, automated incentive payments, among others, are making it not only possible, but imperative, that we strive to achieve all three.

The times, they are a changin’.    And we are learning to change with them!

Kicking the Tires: The Automotive Path to Purchase

Posted on: May 14th, 2015 by doyle

From the desk of Alice Morgan

What We Did

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In the Summer of 2014, Doyle Research and DrivingSales, an automotive dealership consulting and training company, conducted a comprehensive research program to diagnose the automotive path to purchase and enhance the dealership experience.   We used cutting-edge GPS technology to intercept auto shoppers, at the dealership, to get authentic in the moment insights.   In addition, video diaries, ethnographies, dealership shopalongs and webcam interviews were all utilized to uncover the pivotal dealership communication touchpoints at each stage of the buying process.   An online quantitative survey was then conducted with 1,300 new vehicle purchasers.

What We Found

Many new vehicle shoppers find the car-purchasing experience stressful and unpleasant. Over half indicated they would buy new cars more frequently if it weren’t such a difficult, intimidating and unpleasant process.

Game Changers

Dealerships have gotten slightly better over the years. The problem is, other verticals have gotten substantially better. Other categories provide unfiltered reviews, pricing transparency and a low-pressure retail environment. Car dealerships don’t.

Poor Dealership Websites

They’re cluttered, confusing, hard to navigate, and shoppers don’t trust the information provided. Over half of new car shoppers don’t visit dealership websites at all. Shoppers rely on third party sites instead.

Outdated Communication Practices

Nowadays people don’t want to talk to their nearest and dearest, let alone to a car salesperson. Dealership contact forms requiring phone numbers and sales strategies emphasizing personal contact backfire, particularly among Millennials.

Too Little, Too Late

The result of all these barriers is that car shoppers avoid interacting with the dealership until very late in the process. When they do visit they often have a poor experience with a salesperson they just met and don’t trust.

Ripe for Disruption

The system is broken due to lack of trust and changed expectations. Car dealerships need to rethink engagement, provide greater transparency, and forge connections with new car shoppers earlier in the process. Old school car dealerships are ripe for disruption. If they don’t change to meet the needs of today’s car shoppers, they will be replaced.

Want to learn more? Doyle is presenting this research next month at IIeX in Atlanta. Hope to see you there!

 

In With the New: New Qualitative Methods, New Apps, New Year

Posted on: January 21st, 2015 by doyle

New Qualitative Methods

2014 was an innovative year at Doyle Research Associates. We continue to find and refine effective ways to use the latest technologies to enhance qualitative research methods.

  • We launched a new product called Geo-Stories,℠ real-time geo-validated phone interviews conducted at the moment of product experience. In 2014 we intercepted and talked to people as they shopped at convenience stores, grocery stores, and even car dealerships!
  • We devised a strategic framework showing how qualitative research adds value throughout each stage of the product lifecycle. Check it out here.PaulVideoGlasses
  • Ever wanted to see exactly what your customers see? Try video glasses. These glasses take shopper insights to a whole new level, as this video clip illustrates. 

New Apps

Here are some apps that we have discovered in the past year:

  • There are some good apps to help participants create collages, like Moldiv with many visually interesting layouts;  and to organize photos like Mosaik and Skitch by Evernote that allows participants to mark-up and annotate PDF images.
  • For the travelers and road warriors out there, check out Waze. It is a map with crowdsourcing or “real-time help from other drivers.” The app will reroute you around construction, alert you of accidents, police on highways and vehicles stopped on the side of the road, as reported by other users.
  • TweetDeck makes using the fire hose that is Twitter more informative and manageable by organizing followees into categories of interest.

New Year

  • Doyle Research will be presenting “Fire the Moderator! Why You Don’t Have to be There“ at The Quirk’s Event on February 23-24, 2015 in Brooklyn, NY.  We hope to see you there!