As a qual researcher we often have to find ways of going beyond direct questions. We have to find subtle ways to ‘tease’ out the information we need. This opens up the opportunity for ‘unearthing’ different responses than would be gained through simply asking a direct question.
If you are considering including mobile as a medium for data collection you need to ensure there is a benefit for the participant (be it easier, interesting, social or just fun).
Following the public outcry, a recent media release from Gerry Harvey reveals he is stepping away from the campaign, saying it was ‘suicidal’ to have been involved. The backlash to him personally and his chain of franchises, Harvey Norman, has been too strong.
However, despite apps being a legitimate and increasingly powerful distribution channel for content, services and brand experiences, iPhone users are seemingly reluctant to spend a lot of money to access paid apps.