Mobile in MROCs: Towards the Next Frontier in Market Research (by Filip De Boeck)
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The document discusses the importance of mobile in qualitative market research, emphasizing its personal and contextual aspects. It suggests that mobile data can enhance engagement and enrich research findings by facilitating deeper insights into human behavior. The author advocates for leveraging mobile technologies to improve qualitative research methods and explore the dynamics of consumer behavior more effectively.
Mobile in MROCs: Towards the Next Frontier in Market Research (by Filip De Boeck)
- 1. Mobile in MROCs: Towards the Next Frontier in Market Research Filip De Boeck Managing Partner @filip_deboeck
- 2. We agree, Mobile is important. MRMW
- 3. But what do we do with mobile in qualitative research? MRMW
- 4. From wikipedia: Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. MRMW
- 5. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when.
- 6. It’s about digging deep. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates thewhy and how of decision making, not just what, where, when. MRMW
- 7. The 21st century method of digging deep: MROC’s MRMW
- 8. Engagement & Longterm & social dynamics Asynchronous Unsolicited, maturated feedback MRMW
- 9. Gamification MRMW
- 10. MRMW
- 11. 15 inch 3,5 inch MRMW
- 12. 15 inch 4,3 x less engagement? 4,3 x less richness? 3,5 inch MRMW
- 13. Ever tried to *tap* a really long and sensitive message to your girl or boyfriend? MRMW
- 14. MRMW
- 15. Let’s solve that through technology. MRMW
- 16. Time to abandon the idea of mobile qual. MRMW
- 17. Wait a second. MRMW
- 18. No environment is 100% device-free anymore MRMW
- 19. 64% shopping 20% bike 25% bathroom 62% family MRMW
- 20. It’s personal MRMW
- 21. It’s contextual It’s contextual. MRMW
- 22. We love personal & contextual #mrx! MRMW
- 23. Breaking the barriers of time and space MRMW
- 24. So should we abandon mobile qual? MRMW
- 25. MRMW
- 26. It’s about knowing where to dig. It’s about digging deep.
- 27. The right inflow at the right time enriches the MROC and shows us where to dig MRMW
- 28. Mobile data – what? MRMW
- 29. Mobile data – where? MRMW
- 30. Mobile data – why? MRMW
- 31. Communities benefits: 1. Reflective probing 2. Social currency 3. The social pressure 4. MRMW Crowd interpretation
- 32. 1. The basics to stay in touch 2. Facilitate sharing MRMW
- 33. MRMW
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- 35. It’s almost like the facebook model. “People that use Facebook on their mobile devices are twice as active on Facebook than non- mobile users” MRMW
- 36. Wrap-up • Mobile = personal & contextual • Mobile data = visual & quick • Mobile & MROCs: friends with benefits • MROC’s enrich the data, create social currency and boost engagement
- 37. Thanks! Find me via @filip_deboeck or [email protected] Elias Veris