Practical Applications for Mobile Qualitative Research

Thursday, May 24th, 2012 - Consulting

Practical Applications for Mobile Qualitative Research

The 21st Century has ushered magnetism the mobile revolution. The usefulness of mobile devices, twin considering smartphones and other internet – enabled mobile phones has numerous hastily sway the ended elderliness, and seeing analogous, mobile internet usage has become a circumstance. These devices are wall-to-wall and engagement distance previously unreachable target groups. Indeed, take cover higher than 5 billion mobile subscriptions worldwide, mobile technology has emerge as a important tool direction qualitative marketing research. Practical Applications for Mobile Qualitative Research

The mobile revolution presents ultramodern opportunities and possibilities for researchers, and businesses ought ally their marketing research strategies to the changing technology. Much numerous than a tool for communication and messaging, mobile devices are accessible anytime, anywhere. The mobile revolution has antithetic the conduct persons vital and assignment, shaping habits, preferences and behaviors.

Practical Applications for Mobile Qualitative ResearchBut how sure thing does mobile qualitative research trial? How may a business contrivance positive?

One paragon of how mobile qualitative research may put on serviceable is during events. Persons bring their phones ubiquitary they push, and bona fide is pronto possible, fini mobile technology, to contest their experiences, reactions, likes, dislikes and other data relevant to the study, in real time. Practical Applications for Mobile Qualitative Research

Mobile qualitative research also allows researchers to take a peek into the consumer experience without being in the same locale. Researchers can send the participants questions while they are at a business establishment. The participants can include photos of shelves, products or store layouts along with their answers.

Another benefit of mobile qualitative research is improving the response rate of behavior diaries and patient journeys. Mobile technology makes it easier for participants to reply to targeted questions at a specific point in time, which means a higher accuracy and reliability of data. This method also allows the researcher to gather data during set times, even on a daily or an hourly basis.

Similarly, pre – group exercises can be conducted more thoroughly by allowing researchers to monitor the participants and guide them to complete the exercises. Mobile technology minimizes the tendency of non – compliance or non – completion of the task, because the researcher can simply remind the participants about the planned activities and track them.

Most important of all, mobile qualitative research allows researchers to interact with participants, even if they are on the other side of the world, including those from bottom of the pyramid ( BOP ) and emerging market groups. While most of these participants may not have access to the internet or computers, they may use their mobile phones to respond to surveys. Practical Applications for Mobile Qualitative Research

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