Using Mobile Qualitative Research for Event Studies
With the explosion of cell phones and text messaging, mobile qualitative research allows you to collect real-time data and engage participants in ways never before possible. It’s an excellent way to capture longitudinal/diary-type responses or augment online qualitative research you’re already doing. What’s more, because it’s research at the point of consumption, it’s the most authentic because you get feedback as it happens.
And using QualAnywhere, the mobile qualitative research platform from 20|20 Research, your efforts to reach the billions of people worldwide with mobile phones will be effortless. Our robust platform is both easy to use and flexible. Studies can last up to 30 days and can accommodate up to 100 participants, and all responses are automatically gathered and sorted by question and participant and delivered to you daily.
Check out a few of the neat ways 20|20 Research clients have used our mobile qualitative research platform for their event research:
Music event
Client: The organizers of a four-day, outdoor music event (90,000 attendees) wanted to get feedback from the attendees about the event.
Traditional method: In the past, they had tried two methods, but neither worked perfectly. They tried crowd intercepts, but interviewers were considered bothersome, and at times it was dangerous for the interviewers. Post-event surveys also were done, but they found that much of the detail from the event had been forgotten—even just a day or two afterward.
Recommended method: Since the attendees, mostly 18–35 years old and camping on the premises, had their mobile phones with them, we recommended using QualAnywhere to get their real-time reactions about the event. From the list of ticket purchasers, we selected a group of approximately 100 attendees who were recruited to participate in a QualAnywhere study and be compensated for it. Two types of questions were asked—timed and untimed. At a certain time, the attendees were asked a specific question (e.g. at noon – “What are you eating for lunch today?”). For untimed questions, participants were asked to send a text when an event occurred (e.g. “The first time you use a concession stand today, please write and tell us about your experience.”)
Results: The client received more authentic, detailed feedback than ever before— about the musical acts, the amenities (concessions, rest rooms, parking, etc.) and suggested improvements for the following year.
Sporting event
Client: Owners/managers of a professional sports franchise wanted to get input on game-day experiences from their top customers—season ticket holders.
Traditional method: Previously, the client had conducted post-game telephone interviews, often with low percentage participation and “short memories.”
Recommended method: Invite the season-ticket holders to participate in a QualAnywhere study, in which they’d receive a handful of timed questions well before the game, just before kickoff, at half-time and after the game ended.
Results: The client received strong top-of-mind feedback on their pre-game preparation (tailgaters and non-tailgaters), getting to the venue and to their seats, amenities at the game (concessions, restrooms, etc.) and recall of sponsor advertising (after the game).
Check out three more ways researchers can use mobile qualitative research. Ready to put our online research software to work for you? Read more about QualAnywhere and its many online qualitative research uses.
