Mobilizing Market Research: Moving Forward & Using The Mobile Toolbox

Editors Note: This was originally planned to be the 7th post in a 9 part series by Carrie Robbins, a recent Master’s Degree recipient who did her thesis on Mobilizing Market Research: The state-of-the-art, future evolution and implications of mobile data collection methods in the field of market research. I’ve decided the remaining sections work best as a single post, so I have combined 7-9 into this, the final post in the series.

Here are the links to the previous sections:

Part 1: Why Go Mobile?

Part 2: Industry Insights

Part 3: Benefits & Current Uses

Part 4: Limitations & The Future

Part 5: Going Forward – The Mobile To-Do List

Part 6: Best Practices and What’s Next?

We’re at the end of this great series and we’re going out with a bang! This final post explores some of the variables to consider when determining what mobile research is appropriate for your study, dissects what the mobile revolution means fro market research industry, and gives a series of examples of the major applications for mobile research today. It truly is the “meat” of the series and will enable everyone interested in deploying mobile research to have a solid base to start from.Many references are cited in this piece. For a complete list of all of the references click here.

Since the GreenBook is also a Co-Sponsor of the Market Research in the Mobile World Conference, we have been posting a new section of Carrie’s report here to serve as a primer for the industry on the topic of mobile research. Registrants of the event will get access to a complete version that will be available via download. Carrie will also be attending MRMW11 and participating on one of our expert panels at the event!

This truly is a comprehensive review of the current state of the industry, the views of many industry thought leaders on what the future holds, and of current best practices being used. It should serve as a great resource for anyone interested in or actively engaged in utilizing mobile technologies for research-based initiatives.We hope you’ve enjoyed it reading it as much as we have presenting it for you!

Why does a shift towards mobile methods matter, and what are the direct implications of this emerging new methodology? Luck explains that it challenges researchers to think harder and more creatively about how they gather information. The way in which sampling is addressed may become more flexible (Murphy). While an increase in participation and improved data quality may occur (McCrary), more direct interaction between consumers and companies could potentially threaten the field of market research (Whaley). The face of market research will surely shift, as it becomes increasingly integrated with marketing (Bhaskaran), advertising, gaming and other industries and as the business model changes and it must compete with new sectors  (Murphy). Market research will have to work across new industries  (Murphy) and will potentially gain a more global scope and insight (Whaley, Schwitzer). These methods will allow us to tie behavior and activity to attitudes, an exciting prospect for the future of market research (Whaley).

Guidelines to Mobile Method Selection

The following is a quick synopsis to guide the selection of a mobile method, based on a series of common research aims and assembled from the interviews and background research:

Conclusion

The advent of social media and the convergence of methods of communication and media on mobile devices have altered the way in which people communicate and the devices they use. This has caused rapid and considerable change in the field of consumer research. A shift in market research towards the consumer experience seems to be taking place, as is a merging of market research with other fields of business such as marketing, advertising, and gaming. As Hobson observes, “There’s less focus on the methodology and more focus on being a strategic partner and business adviser,” or gaining actionable insight in innovative ways, such as via mobile research. Mobile is not ideal for one-time users as it is difficult to gather enough information from one interaction with a single consumer to say anything relevant or representative of a group. However, a move towards ongoing dialogue with consumers means mobile will be an effective tool for gaining contextual, in-the-moment feedback and a productive way to build a relationship with consumers over time.

Applications used by communities or panels are the best way to create ongoing dialogue, and if they can be transformed into entertainment or social experience through location-based game-like platforms, users will be more likely to embrace and use them repeatedly. In this way, mobile market research can change the face of market research to be more enjoyable and engaging. This will guarantee a high level of participant satisfaction while also obtaining insightful and actionable data.