Mobile Qualitative Research

By Jay Zaltzman and Betsy Leichliter

As access to broadband and wifi expands, and adoption of mobile devices — especially internet-enabled smartphones and tablets — continues to climb worldwide, researchers are finding more and more ways to use mobile-enabled qualitative research.

Mobile devices can be used many ways for qualitative research:

• They can enable quick messaging back and forth between participants and moderators, using SMS texting, instant messaging, or email. Such exchanges can take the form of Q & A dialogues, more free-flowing conversations, notes, diary/journal entries, attachments, or moderator instructions, probes, reminders, and affirmations.
• Mobile devices can also be used for more in-depth one-on-one dialogues using voice, voicemail, IM or email — including the types of mobile conversations people have naturally in their everyday work or personal lives.
• Participants can use smartphones or tablets to access mobile apps or the mobile web to see and respond to on-screen questions or activities, and submit files easily.
• Participants can also use their mobile devices to input information to an online forum or other central place, then log in later to engage in more activities or conversations, individually or as a group. Compared to handheld cameras or recorders, mobile devices make it much easier for participants to quickly capture and share photos, video clips, or voice recordings, by emailing them directly from their mobile device without the need to transfer them to a computer first.
• For many qualitative projects, participants use their mobile device in multiple ways — just as they do in their everyday lives.

Some mobile-enabled projects use just one or two types of communication such as SMS or voice capture. This may be the best or only option in situations where target participants cannot access the internet easily or affordably, but can access mobile networks with their feature phones.

• Voice capture can be done with any phone. Participants are given small printed cards with instructions for how to share what they do during a shopping trip or other activity. They dial in periodically to a private line where they are asked to record their spoken responses. Recordings are assembled in a central location online, where researchers or clients can log in to listen or request transcripts.
• SMS/texting was among the first methods adopted for qualitative research because many people use it in their daily lives on their feature phones or smartphones. SMS can work well for situations where quick top-of-mind short messaging (160 characters per message) is a natural way to communicate. Managing the flow of text messages and special phone numbers or 5-digit short codes (“text to 99999″) typically requires an online research platform specifically designed for use with SMS, or a multi-purpose qualitative platform that can accommodate SMS, plus technical support. Some of these solutions can display the SMS flows almost instantly for researchers or clients to view online, while others must process them in batches or overnight, and export them in spreadsheets. When using SMS, it is important to be aware that even though texting typically “feels” instantaneous, the actual timing of SMS messages can vary as they move between mobile carriers. Also, participants cannot always reply quickly and may lose track of text messages. If your project topics or activities must be completed in a specific order or in more depth, then voice, email or online might be better choices.

“Qualitative researchers are busily exploring how new multi-purpose qualitative platforms and apps can be used to share participants’ experiences and perceptions in more ways than ever.”

Multi-purpose “one stop” qualitative platforms now make it possible to use multiple types of mobile and online communications within the same project — including online or mobile-enabled voice capture, video capture, texting, IM, posting online, and inputting or uploading photos, video clips, or other files. One multi-media approach that is becoming popular is to ask participants to use their mobile devices to share thoughts and photos/videos while they are engaged in an activity (such as baby care or paying bills), then log in later to an online forum to provide more individual reflections or engage in group discussions. Moderators use the platform’s online dashboard to manage these communications, and client observers can log in to view the flow and interact with each other and the moderator without being visible to participants. These multi-purpose qualitative platforms make it possible to…

• Manage mobile and online participants in one place (assigning usernames/avatars, assigning user characteristics (demographics, product/brand usage, attitudes, etc.) for filtering or subgroups, monitoring their progress, provide reminders/prompts/encouragement/support via email or SMS
• Manage mobile and online input in one place for analysis, including content searching, tagging, and filtering by user characteristics; converting, editing, and archiving photos and videos; exporting transcripts
• Accommodate multi-country or multi-language projects “under one roof” enabling easier access and collaboration among global researchers and client observers

Some multi-purpose qualitative solutions also offer app-based versions.

Qualitative researchers are busily exploring how these new multi-purpose qualitative platforms and apps can be used to share participants’ experiences and perceptions in more ways than ever. Here are some recent examples:

• Sharing time-sensitive experiences with participants as they occur, such as holiday celebrations and sports and entertainment events.
• Monitoring a “day in the life” of media experienced by busy office and home-based workers, using mobile email with photos/videos, and postings online. Connecting via mobile voice and photos with business travelers as they encounter advertising while crossing borders through busy airport terminals.
• Sharing key steps taken in major decisions over the course of weeks or months, such as choosing a car or a college.
• Having professional women take their smartphones to their closets to narrate short video clips about outfits they like to wear to work, and take their smartphone to work to capture what they and their colleagues actually wear to work.

Over time, it would not be surprising to see qualitative platforms move in two directions:

• Some will focus on being the best tool for a specific situation with high demand — such as capturing and analyzing diaries and journals for remote shop-alongs. These solutions will promise high efficiency with a low learning curve.
• Some will aim to be seamless “one-stop” toolkits where researchers can choose or combine whatever tools and techniques they need for each qualitative project.  Their promise will be maximum versatility and flexibility for many situations.

Some researchers have hesitated to try mobile-enabled qualitative methods because “not everyone in our target uses smartphones or tablets”. But for many targets today, smartphone and tablet penetration is high and continues to grow. Rather than limiting yourself to the lowest common denominator when it comes to communications channels, consider giving participants some choices about how to communicate during your research — for example via computer, or mobile device, or voicemail.

When planning and conducting mobile-enabled research for the first time, make no assumptions about what you can or cannot do. Communicating via computers and the internet has become quite standardized worldwide over the past two decades — Mac/Windows/Linux users can communicate with each other, over different browsers, with few difficulties. Unfortunately the same is not yet true for mobile communications. The mobile world is full of many different devices, plans, carriers, and browsers that are not yet compatible with each other or with computer browsers. Capabilities and costs can vary greatly from one country to another. Over time, standards will evolve, but until then, keep an open mind about methods and seek advice from researchers and technicians with mobile qualitative experience.

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Find Platforms

1. Mobile Qualitative Research (18) +

   1. 20|20 Technology

      

      Offering QUALBOARD® – for bulletin board focus groups, QUALMEETING™ – for live, webcam interviewing, QUALJOURNAL™ – for online journaling and immersive research, QUALANYWHERE™ – for mobile qualitative research and QUALLINK™ for quant-to-qual hybrid studies. Continue reading »

   2. ActiveGroup Ventures, Inc.

      

      ActiveGroup products were developed to give clients the ability to Be Anywhere, Research Everywhere™. Connect, extend, express and collaborate in your qualitative research with new mobile solutions for the next generation of qualitative research.
      Continue reading »

   3. BlogNog / Accelerant Research

      

      BlogNog™ is used to uncover people’s feelings and experiences with the products and services they purchase or the jobs and careers they have. It is an online platform for people to express their innermost feelings, attitudes, and opinions about their relationships with different organizations and describe their real-life experiences. Continue reading »

   4. Civicom, Inc.

      

      Civicom is a global leader in serving the marketing research community with advanced virtual communications solutions for the world’s top organizations, with a strong industry presence in facilitating virtual IDIs, focus groups, online forums, private online communities, and mobile telephone and video research technologies. Continue reading »

   5. FocusForums

      

      Integrated, easy to use and instantly familiar online platform that includes Discussion (Bulletin) boards, Journaling, Mobile and Analysis tools. Continue reading »

   6. Gongos Research

      

      Gongos Research uses a hands-on yet consultative style in employing innovative and foundational approaches to consumer research. Continue reading »

   7. GQTool Pty Ltd (GroupQuality)

      

      Launched after three years of research and development GroupQuality® is a qualitative and quantitative online market research tool for researchers, marketers, agencies & businesses. Continue reading »

   8. GutCheck

      

      GutCheck is a qualitative research technology company that provides clients near instant recruitment of their specific target audience, and a platform for them to conduct one-on-one interviews or group discussions. Continue reading »

   9. InsideHeads

      

      The intuitive and simple design of the InsideHeads virtual focus facility and the smooth scrolling nature of real-time text chat create an exciting environment for testing concepts, names, print ads, package designs, videos, sound spots and websites. Continue reading »

   10. KL Communications

       

       Our newly developed IC2 (Insights Communities – 2) platform takes a holistic approach to the insights process, specifically aimed at generating the new ideas that drive innovation. KL Communications develops customized solutions that incorporate social media, crowdsourcing, insights communities & panels, as well as traditional research methods. Continue reading »

   11. MarketTools, Inc.

       

       MarketTools’ custom market research services are supported by our groundbreaking Advanced Analytics team and our suite of market research software including Community Manager, Panel Manager and Survey Manager. Continue reading »

   12. QualTopics

       

       QualTopics specializes in online, text-based qualitative research in the form of one-on-one chats. These conversations allow a live moderator to converse in real-time, using a platform similar to instant message, and gain deeper insight into respondents’ opinions and perceptions. Continue reading »

   13. Qualvu

       

       Qualvu is changing the qualitative research industry through an innovative video-based platform that enables companies to connect with their customers, gather rich insights, and make better business decisions. Continue reading »

   14. Ramius Corporation

       

       Ramius is an award winning developer of online community systems and enterprise social networking platforms. Continue reading »

   15. Revelation, Inc

       

       Using the power of Revelation Project, qualitative researchers have the ability to access in-the-moment insights without physically being there. Revelation Project unlocks deep insights while delivering more research value. Continue reading »

   16. Toluna

       

       Toluna enables organizations to generate valuable customer insight by combining its online market research panel and industry leading technology. Continue reading »

   17. Userlytics Corporation

       

       Userlytics provides an online webcam based IDI service that combines two audiovisual streams of participant responses. Continue reading »

   18. Visionslive.com

       

       Visionslive is an ‘on-demand’ qualitative research service provider that lets you set up live online focus groups and bulletin board focus groups in seconds, anywhere in the world, in any language at a fraction of the cost. Continue reading »

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Find Providers

1. Mobile Qualitative Research (44) +

   1. Abbott Research + Consulting

      

      Abbott Research specializes in customer experience, service industries, and insight-driven innovation, utilizing online qualitative methods such as virtual focus groups, bulletin boards, online communities, video streaming, and more. Continue reading »

   2. Adelman Research Group / A Survey Service Company

      

      Our qualitative research expertise includes consulting and facilitation of traditional as well as emerging hybrid qualitative and quantitative methodologies. Continue reading »

   3. Applied Marketing Research, Inc.

      

      For our clients we provide a full range of marketing research services including: in-home product testing; web-based survey research using advanced techniques; online tabulations, analysis, chart exports, and real-time data reporting; certified focus group moderator with expertise in online focus groups, and more. Continue reading »

   4. Beacon Research

      

      Beacon Research is an innovative qualitative research consulting firm that specializes in current and emerging New Qual methods and hybrid designs in the U.S. and abroad. Continue reading »

   5. Bureau West Research Group

      We conduct in-person focus groups, as well as online discussion board groups, video-conferencing groups, one-on-one interviews, online and offline surveys, and website usability testing. Continue reading »

   6. C+R Research

      

      Our toolbox consists of in-depth discussion boards, online chats, mobile, diaries, video journaling, netnography, usability, large community panels, and more. Continue reading »

   7. Campos Inc

      

      Campos Inc is a market research strategy and consulting firm that specializes in tracking, understanding and integrating consumer trends into the services we provide to our clients. Continue reading »

   8. Centrac DC Marketing Research

      

      Virtual “venues” are now an accepted means of gathering data, thanks to an increase in researcher and consumer comfort/familiarity, acceptance and use of Internet technology. Online technologies facilitate a variety of interaction that is not generally possible in traditional settings, leading to a more robust experience, and richer data. Continue reading »

   9. Clarion Research

      

      Clarion Research offers award-winning research tools, including online & in-person focus groups, IDIs, ethnographies, and immersive diaries; online communities (MROCs); telephone & online surveys, online bulletin boards, and mobile phone studies. Continue reading »

   10. Clear Seas Research

       

       Clear Seas Research provides market research solutions to clients in over 60 industries through custom research, syndicated studies and omnibus capabilities. Continue reading »

   11. Clearworks

       

       We help you listen to and observe customers and use the insights to build products, services, messages & experiences that are relevant and compelling. Continue reading »

   12. CSS/datatelligence

       

       CSS/datatelligence is a division of CRG GLOBAL, INC. with full use of CRG’s 28 state of the art mall offices across the US, and proprietary online panel of over 400k consumers. Continue reading »

   13. Culturati Research & Consulting, Inc.

       

       Culturati is a full-service market research firm, specializing in qualitative and quantitative research, Learning-to-Action Sessions, online research solutions, and U.S. Hispanic consulting services. Continue reading »

   14. Decision Analyst

       

       Decision Analyst focuses on questions and issues of marketing and strategy significance in qualitative investigations and analyses. Continue reading »

   15. Doyle Research Associates

       

       Doyle Research methods include webcam, bulletin board, video diaries, immersion, and mobile research, as well as a variety of specialty services including ideation, social media analysis, qualitative meta-analysis and group facilitation. Continue reading »

   16. Fader & Associates

       

       Fader & Associates specializes in all forms of qualitative research projects using both traditional and right-brain/emotional insight techniques. Continue reading »

   17. Fleischman Field Research

       Top-rated, conveniently located focus facility near Union Square features flexible creative studios including comfy living room, retail store, game room, mock jury settings and the Techsploration Lab, fully loaded for usability and video games. Continue reading »

   18. Focus Pointe Global

       

       Expert focus group recruiting and luxurious focus facilities equipped with videoconferencing and streaming technologies in key US commercial centers. Continue reading »

   19. Gabriel Ashworth Limited

       

       We are a research based qualitative consultancy specializing in IT and Finance in the UK and across Europe, utilizing methods such as online communities, hybrid research, mobile phone research, online diaries, and more. Continue reading »

   20. Goodmind

       

       Goodmind specializes in innovative, custom, online qualitative research. Our research reports are used as a blueprint for action. Continue reading »

   21. Great Lakes Marketing

       

       GLM is a full-service marketing research firm that creates customized data collection plans to give our clients in-depth consumer insights. Continue reading »

   22. Halualani & Associates

       

       Halualani & Associates employs several qualitative and quantitative research methods (survey design, experiments, in-depth interviewing, focus group panels, participation observation, user research, diary studies), web panels, and triangulated designs. Continue reading »

   23. Hardwick Research

       

       Hardwick Research provides data collection, analysis and reporting for quantitative and qualitative research studies. Online qualitative methods include online chat, bulletin boards, video streaming, online diaries, and more. Continue reading »

   24. Insight Evolution LLC

       

       Insight Evolution recognizes each project for its own uniqueness and thus enables us to customize, tweak and develop data-collection methods and research techniques that will translate knowledge into actionable insights. Continue reading »

   25. Insights in Marketing

       

       Insights in Marketing is a full-service marketing research consultancy dedicated to uncovering and translating consumer insights into clear, actionable direction. Continue reading »

   26. Insights Marketing Group

       

       IMG works with companies that are facing innovation, branding and marketing challenges in a communlcatlons-saturated world. Continue reading »

   27. Just Qual

       

       Just Qual is a boutique qualitative healthcare marketing research firm with global online capabilities. Our experience with online research includes positioning, messaging and concept research, website usability testing and strategic acquisition projects. Continue reading »

   28. KGC

       

       KGC conducts qualitative marketing research, blending creativity, practicality, technology and worldwide market knowledge for vision into the minds, habits, and perceptions of your customers. Continue reading »

   29. Leichliter Associates LLC

       

       Qualitative and interactive research for new products, services, environments, and experiences. All methods – in-person or remote via phone, web, mobile. Continue reading »

   30. Online Market Intelligence (OMI)

       

       With OMI online panels you can access over 350k consumers, 100k vehicle owners, 20k IT professionals, and over 7000 Physicians. Continue reading »

   31. Primary Insights, Inc.

       

       By liberating your consumers’ Core Voice, we hear stories they may be sharing for the first time in their lives and learn how to connect with their innermost motivations. Continue reading »

   32. QRi Consulting

       

       Full service agency coming out of London, UK, specialising in International qualitative research using both in-person & online methods and insightful strategic analysis. Continue reading »

   33. Rapport Marketing Research, LLC

       

       RMR’s hybrid ethnography/technology approach leverages the consumer’s natural use of mobile and online in their everyday lives. Continue reading »

   34. Recruiting Resources Unlimited, LLC

       

       RRU has evolved through the years to be the dynamic, cutting-edge, boutique research firm it is today. Continue reading »

   35. Sabena Qualitative Research Services

       

       Sabena Qualitative Research provides custom qualitative research—across a broad range of categories—to deliver insight mining, strategic guidance, innovative solutions, and concept development. Continue reading »

   36. Saurage Research, Inc.

       

       The Saurage team applies the newest tools – online communities, bulletin boards, panels, mobile – with traditional methodologies to locate go-to-market insights for actionable strategies. Continue reading »

   37. Slaughter Branding

       

       Our national, market-leading clients rave about our broad toolkit and unique designs that help them seamlessly reach farther into their consumers world’s, without having to leave the comfort of their offices. We have extensive experience both in one-off studies, as well as in the hottest areas of qualitative research — online insights communities and panels. Continue reading »

   38. the tapestry group

       

       Tapestry group is at the forefront of innovation in qualitative research. A team of broadband thinkers and brand engagement specialists we bring diverse expertise to strategic initiatives. Continue reading »

   39. Thornhill Associates

       

       We use a full array of methodologies and tools including pre-tasks, journaling, traditional focus groups, as well as research conducted via video, on-site, online, and mobile. Continue reading »

   40. Thoroughbred Research Group

       

       We routinely program and host web surveys, conduct traditional and online focus groups, provide full coding and tabulation services, and more. Continue reading »

   41. Touchstone Research

       

       Touchstone Research has extensive expertise in youth research, digital research (online qual/quant & mobile technologies), and creating and managing custom online proprietary research panels & insight communities. Continue reading »

   42. Van Patten Research

       Liz Van Patten is a pioneer in the use of online qualitative and “hybrid” (i.e., qualitative/quantitative) research methods. Since 2001, Liz has designed and executed domestic and international online research projects in a range of industries. Continue reading »

   43. Whyze Group

       

       Whyze Group provides deep insights into influencing buyer behavior to Global 2000 companies, strategy consultants and ad agencies. Continue reading »

   44. Z. Research Services

       

       Companies looking to match the right online qual method to their marketing issues come to Z. Research Services. Continue reading »