QRCA member Pam Goldfarb Liss works a lot with kids, teens, and their parents — and she sees that smartphones and tablets are a very important part of the way in which they communicate. According to Pam, you might say that smartphones are a third arm for many of them.
The research territory around the smartphone and tablets is called mobile research — and it allows us to experience our targets’ lives in 3-D. Mobile research is an effective way to get windows into our targets’ world as we complete research tasks. When qualitative researchers provide this perspective for clients, in-context learning leads to powerful product and service insights and ideation.
Yet, Pam says, when we get “in-the-moment” photos, videos or even recorded audio notes, researchers may not get an explanation of the context of that moment: Consumers are willing to share it all, but are not always so good about telling us the reasons for certain actions or behaviors after they’ve posted material for a mobile study.
That’s why choosing the right research tool for your client’s objectives is the most important consideration. Pam goes on to explain several platforms for mobile research, as well as providing rules of thumb for creating appropriate and fun mobile activities.
Read the full article here.