5 Tips for Taking Qualitative Analysis Mobile

5 Tips for Taking Qualitative Analysis MobileThe following is a guest contributed post from Brian Fletcher, the vice president of consulting services for Insights in Marketing (IIM).

Mobile technology has evolved into a revolutionary market research tool. Mobile research allows for instant and interactive engagement, with the ability to reach anyone with a smartphone or tablet. Convenient and cost effective, mobile research leads to high response rates that deliver insightful metrics.

Here are five tips for using mobile technology in your research approach.

  1. Timing is everything. 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. It doesn’t demand an “all or nothing” approach. Rather, 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 factors such as the research objectives and consumer target.
  2. Don’t put it off for the future, start now. Consumers have already shown they’re on board. While mobile is still a relatively new approach for many on the client side, consumers across a variety of demographics have become accustomed to engaging in this manner. For many consumers, this is already a natural, convenient and, in fact, preferred way to interact.
  3. Be thoughtful and succinct. Keep in mind that quick interactions are key when it comes to mobile. Think about the screen size on which consumers will be viewing and responding; if it feels like too much scrolling and typing for you, it certainly will be for them.
  4. 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.
  5. Simplicity is key. Make participation as easy as possible for consumers. Is there an app that makes responding easier? The simpler participating is for consumers, the more engaged they’re going to be. And the results will be that much richer.

While mobile technology has the potential to be a game-changing market research tool, the key is still consumer participation. With that, your findings will multiply.