Life through the small screen mobilising online qualitative research via smart phones

Life through the small screen: mobilising online qualitative
research via smart phones
Ian Ralph, Divisional Director, GfK Business & Technology
Steve August, CEO, Revelation

Merlien MRMW 2010 Life Through The Small Screen: Ian Ralph & Steve August December 2010
1 Smartphones as a research tool
• Rationale for the smartphone as a research tool
2 Big screen versus little screen
• Case study using PC & smartphone for online qualitative research
3 Embracing the 3rd screen
• Best practice for using the smartphone
Theagenda

Smartphones as a research tool1

4
“My phone is my telly, my PC, my
diary, my scheduler, my phone, my
e-mailer, my social networking
provider, my pedometer, my
calculator, my ebay mechanism, my
grocery shopper, my Amazon
access, my music player, my
everything. It tells my three year
old niece bed time stories for
goodness sake!”

5
Why smartphone qualitative research?
Growth in non-traditional techniques & rise of smartphone adoption
Online qualitative fastest growing area of research industry
Development of web 2.0 tools and adoption of social
networking behaviour among consumers
Smartphone penetration growing
rapidly
Improved technical abilities of
devices and dominant operating
systems
* Data from Gartner
Smartphone shipments Q3 ‘09 v Q3 ‘10

6
Key considerations for mobile
Understand respondent issues
Consider the technology
Lowest common denominator
Localise approach

7
Revelation
Integrated PC and smartphone platform for online qualitative research

8
Why smartphone qualitative research?
GfK & Revelation R&D
Internal pilot to test
capabilities
Revelation developed
smartphone app-based
portal
Full consumer pilot to
build case for
methodology

9
Project set-up
US/UK smartphone owners
10 users of each handset type were recruited in both the UK and
US (40 in total)

10
Tasks completed over 5-days:
• Bulletin board: selection & purchase
• Consumer diaries: day-in-the-life
• Image uploads: where & with whom
• Quick polls: value of apps
• Bulletin board: app selection & usage
• Group discussion: eulogy exercise
• Group discussion: research
experience
Respondents completed activities via a
combination of Smartphone and PC browser
Project set-up
Online qual session using both PC and smartphone

11
Revelation iPhone app available towards end of study.
New task added to test impact of app and gauge first impressions.
Project set-up
App-based tasks

Big screen versus little screen2

13
The researcher’s perspective
Seamless delivery of input to respondents and delivery of output to researchers

14
Viability of methodology
3 key considerations for smartphone qual research
Information
captured
must be of
sufficient
quality
Respondents must
be engaged Phone
specific
strengths
and
weaknesses
must be
considered

15
Quality of data obtained
Despite device limitations, respondent behaviour is encouraging
Response length as good
More frequent responses
Limited use of text-speak
But small keypad and
screen provides limits

16
18:17
Email from
Mat, still at
hospital.
16:14
We are waiting in the hospital for doctor to see my
partner
14:38
My mother rang me, I was at home watching TV
14:31
I was at home, received an email from Mat explaining
how to complete today's activity
14:02
I was at home, eating breakfast, when my mum called
me to say about the plane crash in my country, where
half of our government died.
A day in the life of a smartphone
Essential tool during peak times of the day
13:35
The alarm rang so
that’s the first
activity – I got up
23:28
Playing a
game. I am
in bed.
14:14
I was looking for some news about the catastrophe. I
am still at home, but getting ready to go out.
14:17
Texted two of my friends back home. I am still at
home, looking for some more information about how
are people in my country coping after receiving the
news of President's death.

17
A day in the life of a smartphone
Less frequent but more intense usage
15:23
Went to Disney and had
my nephew take a picture
of myself with my phone.
I also texted my fiancé all
day.
The reason behind my
phone usage and picture
taking was the memories.
I always text and take
photos to keep in touch
with my family, we are
scattered everywhere, and
I love posting stuff on to
Facebook.
15:25
Checked
emails
21:41
Calls/Texts/Social
networking/playing
on games that have
been downloaded

18
Added benefit of time, location & visual information
Using the
Smartphone
camera gaveus extradetail not
only about
the time &locationsthat theywere
completingtasks…
… but also showed us how they use their
phone. This visual information would not
have been easily available otherwise

19
Respondent engagement
Methodology fits the way consumers behave
Fun way to do research
Fits with their way of life
Phone always with me
Less engaging for
discussions

20
A eulogy for my phone
We have a connection with our smartphones
“… She also kept me up to date
with the latest news in my
community and the surrounding
world....”
Karma Lennon, US, Android
“…you were unique to me and part of me and
always knew how to get me back home…”
Slw001, UK, iPhone
“…when I am lost, lonely or
bored, you always show me
the right direction. …”
weby007, UK, iPhone

21
A eulogy for my phone
But its what they do for us that we love, rather than the device
“… I will be alone in the wilderness...
until tomorrow when my new phone
arrives in the post and I am connected
back up... “
ojevons, UK, Android
“…I will download all the same apps as
we used to use in loving memory of
you…”
Niki1281, UK, iPhone
“…goodbye dear friend. I will miss you
HORRIBLY and don't take it personally but
I'm going out RIGHT NOW to buy your
replacement …”
msmedic, US, Android

22
High quality
Camera
Well suited to
short
‘time wasting’
tasks
Smartphones
are Portable
Phone specific strengths to focus on
Phone
specific
strengths
“…In John Lewis, waiting for wife…”
HoZe, UK, Android
“…I had to visit the launderette…”
Endre, UK, Android
“…I was relaxing on the couch…”
Pamela80, US, Android

23
One of our respondents
had his phone damaged
during the study, and was
unable to continue.
“This response
takes ages to
send, through 3g
network!...Quite a
few times my
responses have
timed out.” HoZe,
UK, Android
“… the above was
completed on my
computer as my
phone was dead. Its
annoying the little
battery life I have
with this phone”
HoZe, UK, Android
Phone specific weaknesses
Phone
specific
weaknesses

24
Communication
Role of the smartphone
Smartphones are our lifelines
Lifeline
Keeping informed/up to date
Entertainment
Staying connected
Games Music
Travel
Navigation
News
Social
networking
Text Calls Emails
Diary Contacts
Social
networking
Camera
Apps
Apps
Apps
Apps

25
Mobile research must follow
Why an app for research?
Traditional mobile limitations:
• Mobile browsers
• SMS/MMS
• Poor participant experience

26
Embracing the 3rd screen3

27
The mobile as a window to the PC
Online research should move seamlessly between the PC & mobile
“I usually check
Facebook on my
phone and if there is
something I need to
respond to then I will
switch on my laptop.”
Dungerbunda, UK,
iPhone
“Most activities are now
mirrored on both phone and
laptop...”
miss_tomo, UK, Android
Consumers want mirrored
functionality & content between
their PC & mobile...
... although behaviour differs between
monitoring & browsing via mobile and
acting via PC

28
The mobile as a window to the PC
PC & mobile as complimentary research tools
PC used for
screener and
sign-up
PC used in
case of visual
stimuli being
used
Phone used
in activities
requiring
quick,
repeated
information
Phone used
to capture
images
PC used for
activities
requiring
longer
responses or
discussions
Phone used
when
information is
required at a
specific time
or location

29
Ideal uses of smartphone qual
Ideal where location, time, interaction or immediacy are key

30
What next
Could/should I be using smartphone qual?
Mobile is the final 5 yards into consumer experience
Mobile is technology not methodology
In five years, everyone will have it
The big challenge will be sense-making

Presented @ International conference on
Market Research in the Mobile World
2 & 3 Dec 2010, Berlin
For more information
Please visit: http://www.merlien.org

Life through the small screen mobilising online qualitative research via smart phones

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