This document summarizes a research project conducted by Ipsos MORI for the NSPCC using a mobile app. Ten child protection professionals participated in digital ethnographies over a week, responding flexibly about information sources. Key findings include professionals' reliance on various online resources and challenges accessing up-to-date guidance. The mobile method provided rich insights into daily routines and validation of typical issues while being accessible and low-burden for participants. However, depth was limited and moderation challenging with an unpredictable response pattern.

1. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW

2. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

3. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

4. Ipsos MORI / NSPCC
Steve Ginnis • September 2014

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Overview
What we
wanted to
find out
What we
did
Key
learnings
Technical
review
A word
from the
NSPCC

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What we
wanted to
find out

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An overview of the
project
Commissioned by the
NSPCC – a leading
children’s charity in
the UK
To understand the
working lives of
professionals with
a role in safeguarding
children
Focussing on their
information, advice
and support needs
on child protection issues
Mobile app chosen as
it gave professionals
the flexibility to
respond in their
own time and at their
convenience
App used to collect
photos and
screenshots,
particularly around
how they access safeguarding
information and advice
Complemented a
social media
listening element
of the project

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Original brief vs our approach
vs
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What we
did

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What we did
• Ten ‘digital ethnographies’ with child protection professionals
• This included nurses, teachers, social workers and participants with
administrative roles in health, education and local government
• A 30-minute ‘entry’ interview to ensure the participants’ familiarity
with the app
• 5 days participating in a mobile digital interview using our app
• A 45-minute ‘exit’ interview, following up on issues uncovered in
the app fieldwork

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Digital Ethnography using Ipsos Applife

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During the week we asked questions about which sources of information and
advice they used and trusted
Participants could respond by posting text, screenshots or photos:

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Client
Feedback

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Key
Learnings

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It worked well
with busy,
frontline
professionals
 App gave busy and pressured professionals
flexibility to respond in their own time, at their
convenience
 Participants found it straightforward to
download and use (even those who had never
used an app before)
 Some participants reported they had
unexpectedly enjoyed taking part
But, the app relied on self-completion, even
when responding to prompts
Unpredictability, participants responded in
different ways
Challenge to keep participants engaged
throughout the week
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Moderators were able to collect
insightful findings and develop rich
case studies
Using the app gave
us in-the-moment
insights that we
followed up with
traditional telephone
depths.
Participants not
reliant on recall,
were able to reflect
on behaviour.
Gave us insights into
everyday, routine
experiences and
activities.
We could establish
patterns, and
validate regular
behaviour /
challenges.
App encouraged
participants to post
photos and
screenshots (about
how the access
information and
advice) – provided
rich visual data to
present in the report.

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Technical
Review

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A cost efficient, feasible and
appropriate tool for the context
key benefits of using a mobile app
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An accessible and
flexible research tool …
Accessible – just need
a smartphone and
internet connection
Can respond in own
time and at your
convenience
No complex set up:
front end – downloading
the app; and back end –
simple to post questions
either on a computer browser
or via a smartphone
Can set restrictions to
who can view
responses and see
prompts
Can set timings on
when questions are
launched.
Can be flexible and amend
tasks and moderation as the
project evolves
Can have group
discussions

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Other applications…
• Works particularly well with
children and young people
• Diary, pre, post tasks
• Joining private and group
discussions
• Geographically dispersed

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However, not suitable for all projects…
Scalability
may not
always be
achievable
Depth of
insight can be
limited
Burden / time /
labour intensive
for moderators.
Limited number of
participants.
Limited number of
self completion
interactions
possible / prompts
for ‘why?’
Some
reluctance to
post photos
and/or
videos
Hard to foster
a group
dynamic
Just like a focus
group,
participants want
to engage in
different ways
How do you
encourage
‘strangers’ to talk
together?

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Client
Feedback
Client
Feedback

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Thank you
Sept 2014
steve.ginnis@ipsos.com | 020 7347 3332

24. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

25. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

26. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW