Editor's note: This webinar has now aired. Watch the recording for free in our resources centre.
Mobile market research is not a new concept. For a few years now we have heard the benefits. Reaching consumers on the go, improved engagement rates, in-situ feedback. But in reality, while the rate of mobile research adoption has slowly increased, we are only beginning to scratch the surface. By far the most important benefit of smartphone and tablet research is that it can be completed anywhere. Currently, this is widely used as a way to increase survey completion. By offering more flexibility over location, consumers can complete (short) research tasks at their own leisure.
But this ignores the power of the mobile platform. Research tasks should not be designed to reach consumers anywhere but in the right place at the right time. This, however, is trickier than it first appears. Most mobile research, while completed on a mobile device, is still completed in the home. Though this does improve completion rates, in behavioural terms it is only as relevant as desktop or in-person research.
Traditional market research has always suffered from a time problem. Asking participants how they felt or behaved in a previous situation is a reflective activity. Even using stimuli throughout research creates an artificial environment. The only way to create a true representation of participant emotion is to reach them in-the-moment (or in-situ as it is otherwise known). Mobile research is the perfect conduit to this, but requires significant thought and planning.
So how do we encourage research participants to complete more research throughout their daily lives? This is the art of the intercept. Getting the right message, to the right people, at the right time. Once you have perfected that, the next step is to make sure the research activities can be completed with ease, accounting for time and effort. Then the final piece of the puzzle is rewarding participants with an incentive that is relevant to them at that precise moment to encourage completion on the go.
Throughout the session you will hear from Charlotte Pearson (Client Services Manager) & Louisa Thistlethwaite (Insight Manager). With years of experience managing client projects, Charlotte and Louisa have witnessed the evolution of mobile research. Having worked with a variety of in-situ, online and mobile techniques, these two are perfectly placed to provide insightful and relevant observations on the future of on-the-go research.
During the course of the 45 minute webinar, our experts will explain the most common issues with mobile research as it is currently conducted. They will focus on three key areas of improvement: how to intercept consumers effectively in-the-moment, how to target research based on location rather than geography, and a brief summary of best practices for ensuring in-situ completion.
In addition, you’ll hear about the range of mobile research techniques you can employ. Moving beyond surveys, we’ll examine consumer diaries, communities, journals and instant polls as alternative mobile research methods. The final 15 minutes will be dedicated to answering your questions, giving you a chance to ask our experts about the topics most important to you.
Access the free webinar recording in our resources centre. Or, find out more about our diverse range of research tools.