If a picture is worth a thousand words, how many words can a video buy you? As smartphone adoption rises in Australia, it’s only natural for research to have a presence in this arena.

Latitude has recently completed its first qualitative mobile phone study – talking to 22 mums and their kids. Over a period of two weeks we asked mums for feedback, challenged them to tasks, sent them on shopping trips and had them interview their kids (all done with smartphone in hand!). In total they generated over three hundred video clips for the project.

One of the benefits of using mobile for qualitative research is its ability to effectively collect point in time data. Through this medium we were able to observe behaviours as they happened at home, in the supermarket and during usage occasions, allowing us to better understand the decision-making process.

A new innovation for research – keep posted for more learnings about mobile qual!

Tags: Market Research, mobile research, Smartphones

This entry was posted on Monday, December 5th, 2011 at 9:40 am and is filed under Market Research, MobileMR, Smartphone, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.