As we discussed in a QualBlog post earlier this month, mobile qualitative research methods are becoming a necessary component of market research. With mobile’s ability to reach a diverse, global sample of participants in their real-time context, market researchers are avidly seeking ways to best use its capabilities to their advantage.
A recent TechJournal article, Social and Mobile Interplay a Major Consumer Trend, cites a Pivot Conference study that may provide a new way to approach mobile qualitative research efforts. According to the research, smartphone users are spending a large amount of their mobile-focused time on social media apps. Specifically, 30% of the apps accessed on an Android are social, while iPhone users devote a whopping 44% of their mobile access to social apps. Of all the apps available, Facebook Mobile dominates consumers’ time, with 83% using it. And the most commonly shared information among all social app consumers is music and video, with location check-ins as a close second.
What does this mean for market researchers? Consumers have now made it clear that they want their mobile space to revolve around engaging their social network, learning from others’ content and interacting directly with brands through a social exchange. And what’s more, they have proven that they will devote time to apps that meet this criteria.
Transferring these needs to qualitative market research could be the key to more successful mobile research. By creating an app that engages a participant’s social network, encourages the sharing of related content and gives incentives directly from the brands that the participant discusses and evaluates, market researchers may be able to position mobile users in their preferred mobile environment. The resulting app could provide a more interactive message board to keep participants actively engaged in the research studies in a way that would provide more valuable data and insights.
What else could we learn from to enhance mobile qualitative research’s capabilities?