3 Uses for Mobile Qualitative Research
Mobile qualitative research—using mobile phones to collect feedback from research participants—is an excellent way to capture longitudinal/diary-type responses or augment online qualitative research you’re already doing. Participation rates are generally high, and engagement levels are through the roof: Since text messaging reaches participants anytime and anywhere, you can contact them at common purchase and consumption times to get “in the moment” responses. Plus, anonymity makes participants feel more free and open with how they share information. Mobile qualitative research is great for event studies (see examples), but there are plenty of other uses, too. Check out some recent projects 20|20 clients completed using QualAnywhere, our mobile qualitative research platform:
1. During common meals/snacking times
Client: Packaged food manufacturer, with a large line of snack foods targeted at teens.
Research objective: Understand thoughts, attitudes and behaviors of teens when snacking.
Traditional method: Focus groups, but participants always had a difficult time remembering (with much detail, at least) what snack foods they consumed over a period of time.
Recommended method: The target audience was teens—a group to whom snacking is a part of life. During the school year, the big snack time for most teens is when they get home right after school. We recommended the use of QualAnywhere to communicate with teens (a group known for carrying cell phones) right in the midst of their heavy snacking time. Beginning at approximately 3:30 p.m., local time, the participants received a series of text messages with questions related to the their snacks of choice. (e.g. Are you snacking? Where are you? What are you snacking on? Why did you choose that? What else did you have to choose form?)
Results: Because the teens were responding as they were actually consuming their snacks, the researchers gathered more detailed data and better insight then ever before. In addition, because the teens were spread across the country, geographic and cultural preferences were also included.
2. To support other online qualitative research
Client: A large research agency who wanted to gather pre-homework from respondents prior to their participation in a focus group. This information was used to help the moderator frame some of the discussions during the group.
Research objective: Gather respondent attitude and behavior information prior to their participation in a focus group.
Traditional method: Small workbooks/diaries distributed to the respondents four weeks prior to the focus group. The respondents were asked to bring their completed books with them to the group. Two big problems: 1) There was little time to review the content prior to the start of the group; and 2) Many of the participants were literally filling out the workbook in the parking lot of the focus group facility before going inside – providing not very accurate information.
Recommended method: We recommended as series of text messages delivered via QualAnywhere to the participants over a four-week time period leading up to the focus group.
Results: Not only were the participants responsive via cell phone on a timely basis, but because the responses were coming in over time, the researchers had plenty of time to review all of the text messages and more effectively plan their group discussion.
3. At the point of sale
Client: Fortune 500 Oil company, with a chain of retail gas stations/convenience marts across the Midwest, that was noticing a drop-off in their gasoline sales.
Research objective: To gather behavior and motivation information surrounding a gasoline purchase.
Traditional method: Survey cards available next to the gas pumps that could be handed to the cashier or mailed in later. Not only was the oil company not receiving many cards back, but they were limited in what they could ask (the cards were small) and most questions were quantitative in nature.
Recommended method: We recommended a QualAnywhere study in which the participants were asked to send in a text message every time they purchased gas over a four-week period. During that period, the participants would receive reminder texts. Specifically, they were asked to answer questions like “What brand did you buy?” “Where was the store located?” “Why did you buy there—location, cost, loyalty program, use of the mini-mart, service?”
Results: The oil company learned that in certain markets, they were losing business to grocery store chains with gas pumps out front. Not only were they convenient (the participants were grocery shipping anyway), but the stores also offered gas discounts tied to grocery purchases. As a result, the oil company implemented a company-wide loyalty program.
Find out more about QualAnywhere, our mobile qualitative research platform.
