This document discusses using mobile qualitatively to transform insight generation. It outlines benefits of mobile qual such as greater access, immediacy, and convenience. However, it also notes pitfalls like short responses and need for instructions. The document recommends using mobile as part of a hybrid design, giving concise instructions, and allowing varied response types. It predicts increased focus on app-based solutions and integration with other tools by tech providers.

1. Using Mobile Qualitatively
to Transform
Insight Generation
Kristin Schwitzer Dana Slaughter
Beacon Research Slaughter Branding

2. Communication methods
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3. When Mobile Qual makes sense
• In the moment
• Unscheduled
• Reoccuring
• Unobtrusive
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4. Teen spenders
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5. SuperBowl watchers
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6. Shoppers
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7. Youth lacrosse

8. Emotional moments
Jaclyn, July 2010
This moment in particular was me and my
hubby. Today’s he’s off, so we got to wake up
and spend time with each other while the
baby was still asleep, and I asked him if he
was hungry. He said yes, so I made him a little
something to eat here in the apartment . . .
it’s always good to have one-on-one time with
him, especially when the baby’s asleep,
because I can have all his attention, then
he can have all of mine and it’s definitely
something that makes me feel very, very
happy because I do like spending time with
him alone.
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9. Benefits of mobile qual
• Greater access
• In the moment
• Immediate
• More accurate
• More convenient
• Less intrusive
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10. Pitfalls of mobile qual
• Not for everyone
• Short responses common
• Probing essential
• Behavior tracking/prodding needed
• Instructions difficult
• Interfaces not strong (yet)
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11. Our recommendations
• Use mobile as part of a hybrid design – not alone
• Give concise yet specific instructions
• Avoid rapid action requests
• Allow varied response types
• Send reminders often and redirect as needed
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12. The future of mobile qual
• Top focus of tech providers
– More app-based solutions
– Easier and more advanced UI for researchers
– Greater integration with other tools
• Increased consumer acceptance
• More GPS location / promotion research
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13. Our contact info
Kristin Schwitzer Dana Slaughter
kristin@beacon-research.com dana@slaughterbranding.com
410.263.3934 214.395.8364
Beacon Research Slaughter Branding

14. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org
Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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