What’s the most promising aspect of mobility in market research? Mobile ethnography—not pushing surveys to mobile devices.
Mobile Ethnography: Innovation in Progress
While there are only a few tools available so far, this area is developing quickly. Imagine being able to ask people to basically research themselves. They can opt-in to a research experience using their mobile phones, take pictures and videos of where they are, capture sound bites as they’re happening, scan barcodes or QR codes of interest, and so forth. Cool? Yes.
So what’s the downside? This market research technique isn’t perfectly controllable. Participants will vary in their adherence to instructions, volume of contributions, and time spent. There will be inconsistencies, and surprises.
So like anything else, it’s a trade-off. Yes, there are inconsistencies—but for some research needs, mobile ethnography offers superior speed, respondent engagement and ultimately insights. It’s not as structured as a “conventional” survey, but that’s ok.
Healthier Market Research?
I like organic produce. But it tends to be more inconsistent in appearance than “conventional” options. Similarly, some new ‘organic’ market research tools (like mobile ethnography), are a bit more inconsistent—but perhaps more nutritious. We researchers need to raise awareness with our clients, be they internal or external, that the flaws of some new methods are really cosmetic; that at the heart of new methods, we’re getting something that’s potentially a lot tastier.
Check out some of the early products. Three are below and, when you check them out, you will see they are very different from one another.
- QualMeetings from 20/20 Research
- EthOS from EthOS App, a UK-based firm
- And the folks at MyServiceFellow are offering a free demo (as of January 2014—this may change at any time).
[Want to read more about organic market research options? Download our white paper here.]