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5 things to consider before measuring customer behavior via mobile

Mobile interaction allows consumers to engage more naturally at times that are comfortable and appropriate for them and to share their experiences with others unable to be in the same physical location. It also enables deeper and more thoughtful two-way discussions than simple texting would ever invite on its own.

February 25, 2016

By Jessica Ritzo, director of qualitative research, Insights in Marketing

In the past, when people heard the words "qualitative-engagement" and "mobile" together in a sentence, text messaging was the only thing to come to mind. Today, however, there are a number of rich and colorful ways to engage with consumers via mobile technology, and the convenience and ease of access can help insight-seekers learn even more about consumers and their behaviors.

For starters, smartphones, tablets and other devices allow for video sharing, which brings people and their surroundings to life quickly, the way that only in-person research sessions previously allowed. Mobile interaction allows consumers to engage more naturally at times that are comfortable and appropriate for them and to share their experiences with others unable to be in the same physical location. It also enables deeper and more thoughtful two-way discussions than simple texting would ever invite on its own. 

Thanks to the real-time engagement of mobile technology, consumers can offer instant, in-the-moment feedback.  For example, research partners can "tag along" when a consumer is creating a shopping list and then continue the interactions when that consumer is wandering the grocery aisles, making buying decisions, and then sorting through their purchases once back in their own kitchen. Similarly, research teams and their clients can "listen in" to family discussions (and, often, debates) about which restaurant to visit and why, and then view videos, photos, and detailed written feedback about the actual dining experience — getting a real sense of what it’s like sitting around the table with them. Mobile allows researchers to tune in to and understand consumers’ day-to-day challenges, like what to do for dinner on a hectic weeknight. These are the real-life considerations and experiences that are invaluable to understanding where, how and why your brands fit within consumers’ worlds. 

If you’re considering using mobile technology in your approach, consider the following:

There is no "one-size-fits-all" with mobile research. As with all methodologies, the key with mobile is to know when to use it, and  doesn’t have to be "all or nothing." Mobile is flexible; it can stand on its own or play a valuable role within hybrid approaches as a supplemental approach (before, during or after the primary approach). The manner in which to incorporate mobile technology should be determined by a variety of factors, including the research objectives and consumer target.

Consumers have already shown they’re on board. While mobile is still a relatively new approach for many on the client side and even for some researchers, consumers across a variety of demographics have become accustomed to engaging in this manner. Texting, sharing photos and video and other forms of interaction are part daily life, which lessens the learning and comfort curves when it comes to connecting and sharing with researchers.  For many consumers, this is already a natural, convenient and, in fact, preferred way to interact.

Mobile demands a thoughtful, succinct approach to the discussion. Keep in mind that quick interactions are key when it comes to mobile. When you’re adapting the questions for consumers, it’s important to make your questions and discussion points more succinct than you would in person or even with an asynchronous online platform.  Think about the screen size on which consumers will be viewing and responding; if it feels like it would be too much scrolling and thumb-typing for you, it certainly will be for them also.  If participants are tasked with too much to read or respond to, you risk losing them partway through the engagement.

Don’t forget to show gratitude. Remember that consumers are letting you into their lives and, in many cases, sharing very personal and special experiences with you. The more appreciated they feel, the more likely you are to gain additional access and insights. Be respectful of the consumers’ time and reward them well for their participation.

Simplicity is key. Make participation as easy as possible for consumers. For example, is there an app that makes viewing questions and responding easier? Can you share brief tips that would make participating more straightforward? Is there a voice-to-text option that they can use when longer responses are needed? Is a tech support team available if needed, even at odd hours?  The easier participating is for consumers, the more engaged they’ll be during the process and the richer your learnings will be in the end.

Perhaps the best thing about mobile technology is, as a research tool, it can take clients and their research partners anywhere consumers go. But that doesn’t mean it does all the work! It’s up to the team to design an initiative that will effectively deliver on the research objectives and also make participation motivating and exciting for the consumer.  While that can be challenging, considerations such as the ones above go a long way towards setting the team up for success!