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Using Mobile Qualitatively
                   to Transform
                 Insight Generation



                  Kristin Schwitzer   Dana Slaughter




Beacon Research                                        Slaughter Branding
Communication methods




Beacon Research                       Slaughter Branding
When Mobile Qual makes sense

                  •   In the moment
                  •   Unscheduled
                  •   Reoccuring
                  •   Unobtrusive




Beacon Research                       Slaughter Branding
Teen spenders




Beacon Research                   Slaughter Branding
SuperBowl watchers




Beacon Research                        Slaughter Branding
Shoppers




Beacon Research              Slaughter Branding
Youth lacrosse
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.



Beacon Research                                      Slaughter Branding
Benefits of mobile qual

                      •   Greater access
                      •   In the moment
                      •   Immediate
                      •   More accurate
                      •   More convenient
                      •   Less intrusive




Beacon Research                             Slaughter Branding
Pitfalls of mobile qual

                  •   Not for everyone
                  •   Short responses common
                  •   Probing essential
                  •   Behavior tracking/prodding needed
                  •   Instructions difficult
                  •   Interfaces not strong (yet)




Beacon Research                                           Slaughter Branding
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




Beacon Research                                      Slaughter Branding
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




Beacon Research                                               Slaughter Branding
Our contact info


          Kristin Schwitzer             Dana Slaughter

          kristin@beacon-research.com   dana@slaughterbranding.com
          410.263.3934                  214.395.8364




Beacon Research                                           Slaughter Branding
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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Using mobile qualitatively to transform insight generation

  • 1. Using Mobile Qualitatively to Transform Insight Generation Kristin Schwitzer Dana Slaughter Beacon Research Slaughter Branding
  • 3. When Mobile Qual makes sense • In the moment • Unscheduled • Reoccuring • Unobtrusive Beacon Research Slaughter Branding
  • 4. Teen spenders Beacon Research Slaughter Branding
  • 6. Shoppers Beacon Research Slaughter Branding
  • 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. Beacon Research Slaughter Branding
  • 9. Benefits of mobile qual • Greater access • In the moment • Immediate • More accurate • More convenient • Less intrusive Beacon Research Slaughter Branding
  • 10. Pitfalls of mobile qual • Not for everyone • Short responses common • Probing essential • Behavior tracking/prodding needed • Instructions difficult • Interfaces not strong (yet) Beacon Research Slaughter Branding
  • 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 Beacon Research Slaughter Branding
  • 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 Beacon Research Slaughter Branding
  • 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 Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter