Presentation Charts. QRIC conference in Malta; April 2011

1. The use of the iPad in and for qualitative research
ì QRIC – Malta 07th April 2011
From the perspective of a
classic qualitative researcher

2. Overview
ì Background
ì Implications for research
ì The iPad as a tool for qualitative research
ì Outlook

3. It‘s a digital world
ì People live digital and online.
ì People use digital devices.
ì Since the launch of the iPhone digital communication devices have
become a constant companion and are used for all aspects of
everyday life.
Involvement in every day life

4. The classic PC era ends
ì As a mobile phone is not anymore only a mobile phone so is and will be
the change on the (personal) use of computers.
ì Digital mobile devices are a part of everyday life and replace classic PC.

5. More than just a new device
ì 40 million iPads to be producted in 2011
(compared to 15 million in 2010).
ì And this is only the iPad. Other tablets are/will be
launched on the market soon.
ì Tablets are and will be changing the personal use of
the internet.

6. Change from stationary to mobile
ì Mobility out-of-
home (macro-
cosmos)
ì Mobility in-home
(micro-cosmos)
ì Natural
environment
context
ì And often a more
relevant context

7. Role of the PC and the Internet are changing
ì The era of classic web- and computer based (qualitative)
research will end.
ì Market research via Internet = online will be even more
important and relevant - but used in a different way.
It makes a difference if you have to
go where your computer is or if your
device/computer is where you are.

8. Why the iPad?
ì

9. Intuitive interface
ì Closer to and closer with the respondent.
ì Even small children can use it.
ì Apps help to get a better access and are tailored for the use
with the iPad.
ì Using one of the most versatile tools we have : your fingers.

10. Embedded into everyday life
ì Seamless integration into personal lifestyle.
ì Main usage of the iPad is in a private context ...
ì At home – 80% of the usage of the iPad is private
ì In the evening - taking the time and having the time
ì For everyday routines
ì Read, search, play, inform, communicate, purchase ...

11. Higher involvement of the respondent
ì Far beyond from just being another functional
technical device.
ì The iPad is a personal tool (much more so than
a PC/laptop).
ì It‘s a piece of fascinating technology.
ì Respondents have fun using the iPad.
ì This might wear out as an effect but will remain
relevant.
ì People love their iPad (or tablet).

12. Why?
ì The iPad, as soon as you have it, becomes part of the daily
lifestyle and routine.
ì „It has become a part of my life“.
ì Regardless of the age.
ì An easy to use and simple piece of technology that makes
technology (more) tangible.
ì Seamless interaction with the device where-ever you are.
ì Allows easy creation of ways to express yourself in a creative way.
ì Allows respondents to be creative.

13. Interactivity anytime and anywhere
ì Online
ì Flexibility
ì Time and place
ì Provision and update of content
ì GPS
ì Tracking (legal issues)

14. Importance for marketing (and research)
ì Tablet use will be ‚established‘ in the future.
ì iPad to become more and more important for marketing and
communication.
ì Relevant and important as a tool and a subject for research.
ì Tool and subject are one

15. a. Mobile
b. Creative
c. Authentic
Best pre-conditions to allow creative
insights/response and better, richer and
more versatile ways to express opinions,
attitudes and insights.

16. Versatile
ì Full access to the www.
ì Paperback-sized display.
ì 1024 pixel pages can very well be read and create a very realistic
environment.
ì Images (viewing and re-viewing, editing, shooting, screenshots).
ì Audio/Voice.
ì Video (play back and record).
ì Sound.

17. Multimedia interviewing
ì In a direct and intuitive way.
ì With possibilities that are beyond current technologies.
ì Combining allows more creative response and input.
ì Different to providing and responding on a PC or Laptop.

18. Expanding target groups and samples
ì Easy and intuitive use.
ì From 3 years up to ? years.
ì Positive about the use of the iPad.

19. Activities and tasks
ì Behaviour
ì Journals and diaries
ì Reporting and commenting
ì Capturing moments
ì Understanding the context
ì Photos and videos (of myself or to explain the context)
ì Expressing
ì Collage
ì Storytelling

20. New possibilities by adapting to tablets
Brainstorming
Updated
content
Drawing
Polls &
Surveys
Mapping
Collage
ì Adaption into digital could create richer input

21. Using apps
ì High quality and allowing good results
ì Collages
ì Use of own photos
ì Photos from the largest photo
library in the world!
ì Brainstorming
ì Drawing - the most natural and direct
way: with your fingers!
ì Creativity is a great motivator.
ì Saving and mailing
ì Can be used as incentive

22. Mobile research
ì Specific tools and solutions
(e.g. Revelation Mobile,
QualVu and more to come)
ì Street surveys
ì Face-to-Face interviews (for
practical reasons)

23. Smaller scaled quant-/web surveys
ì Use of the iPad as a client
ì Via Web
ì Specific clients (e.g. via
Polldaddy app)
ì Ideal for
ì Smaller scaled web-surveys
ì In face-to-face interviews and focus
groups
ì iPad can be used by moderator as
well as by respondents themselves

24. Face-to-face video conferencing
ì Much more effective compared to paper and pencil and with
regards to data entry.
ì Can make the interview a multi-media event – allows to use a
bigger set of stimulus material; e.g. video etc.
ì Screen-sharing and screen shots.
ì Material can be modified easily if necessary – real-time or
from a remote location.
ì Rotation and skip patterns are embedded.
ì Allows control for the researcher.

25. Online questionnaire interviewing evolves
ì Can record voice or video in questionnaires with open-ended
questions (instead of writing the response).
ì Allows real time video online interviewing.
ì Respondents use and evaluate products where they would
normally

26. In classic qualitative research
ì Group discussions, workshops
ì Pre-tasks
ì Questionnaires
ì Provision of stimulus material
ì Use in groups

27. A ‚rich‘ way of conducting groups
ì Results (polls, surveys, brainstorms etc.) in real-time - can be
used straight away.
ì Facilitates individual work
ì More control
ì E.g. bei sizing images due to their importance
ì Better and more easy analysis
ì Word analysis tools
ì Easy printing of respondents input

28. Practical issues and limitations
ì No Flash (iPad; not Android).
ì Limited mobility.
ì Size.
ì Weight.
ì Battery life.
ì Bandwidth (no online access out of home)
ì Lack of physical keyboard might be irritating (but it works
better than expected).

29. More (but however) limited mobility
ì Due to its size only in certain ways relevant as a mobile
research tool
ì Main usage of the iPad is at home
ì Used differently than a PC or laptop
ì E.g. surfing the web, media consumption (newspapers,
magazines), searching for information, social media, email.

30. The iPad as a subject of research
ì App testing
ì Testing of marketing and communication activities via the
iPad
ì Advertising
ì Website testing
ì ...

31. Outlook
ì Qualitative research is evolving.
ì A reflection of changing consumer attitudes, habits and behaviour.
ì The iPad should be seen as interesting and relevant additional
tool.
ì It enriches the tool set and allows deeper insights.
ì It is an invitation for a more active participation and involvement
of the respondent in the research process.
ì But it gives the researcher a certain degree of control too.
ì Analysis is partly easier ... or much more complex.

32. For us ...
ì Using the iPad and its new possibilities is a real challenge for
qualitative research and qualitative researchers.
ì And a fascinating journey ‚insight‘ a better understanding of
consumers.