In Australia the smartphone landscape has experienced rapid growth, with ownership per head of population now placed at plus 80%. For most of us mobile permeates and our daily lives in a deep and functional way, to such an extent that the ability to conduct integrated and broad-based mobile research is now a reality.
At I-view we are delivering an increasing number of projects where the research data, all or in part, is collected directly via the respondent’s mobile smartphone. This article is a quick outline of our capabilities in this regard, beginning with the types of research activities it’s lending itself to.
Why Mobile? Owing to Australia’s global highs in terms of smartphone penetration it allows us to conduct robust research that is:
- In the moment, as close to the primary experience as possible
- At the right place, interviewing at the actual location of interest
- Adding rich context through integrated technology
Typically the types of research exercises being executed are:
- Longitudinal diaries and ethnographies
- In-store research and/or impulse reaction studies
- In-home usage studies
- Place and event-focused studies
- Any projects requiring a fast turnaround
- Brand awareness, especially receptivity and interaction measurement studies
- Any type projects where offline data collection capability is needed
- Media capture or geo-location based studies
How Does Mobile Change Research? Mobile technology by its nature facilitates:
- Continuous access to respondents – at home, on the go, in the store at a specific time or location
- More natural responses – visual (video/photo), in the respondent’s exact words (voice-to-text), or at the time and place they buy, see, encounter etc.
- Going beyond simple responses to target behavioural profiling and geo triggering
- The mobile projects we field can be:
- Less like research – more like real life
I-view’s Mobile Toolkit!
At I-view our toolkit exists across 4 distinct options, which allows us to apply the best platform solution based on the research objectives our clients are pursuing. The best research outcome is always our goal, so conversations as to the actual approach utilised is based on a review of the below considerations.
Reporting & Question Types:
The following is an illustration of the various question types and reporting interfaces available via the I-view mobile offering.
Just chat to us at any stage regarding your options to include mobile as valuable component of your next research project.
Contact: John Leahy – Commercial Director at I-view – firstname.lastname@example.org – +61 2 9333 6533
I-view Mobile, less like research – more like real life