When to Use Mobile Qualitative Research

It seems like everyone has a mobile phone these days. Well, not everyone, just 5 billion people (or 70 percent of the world population). And that number is growing every day. With the proliferation of mobile devices and text messaging, researchers are discovering a new way to collect real-time data and engage participants—through mobile qualitative research.

Mobile qualitative research means using mobile phones to collect feedback from research participants. Participation rates are generally high, and engagement levels are through the roof: Since text messaging reaches participants anytime and anywhere, you can get “in the moment” responses. Plus, anonymity makes participants more likely to openly share information.

So when should you pull mobile out of your online qualitative research toolbox? Mobile qualitative research is great for event research. But there are other uses, too: It works well when assigning your participants homework — whether it’s before, during or after a bulletin board focus group. It’s also the perfect platform when you need feedback at the point of sale or point of consumption (during meal or snack time).

What have we left off? We’d love to hear how you’re using mobile qualitative research to reach participants in new and exciting ways. Please share your tips and ideas in the comments below.

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