Mark is presenting virtually from Atlanta, which got snowed in yesterday. I know Mark as a fellow quallie, but he is current Exec Director of the Mobile MR Association. MMRA.
Smart phones are the big enabler of mobile MR, both surveys and qualitative. [I recently completed my first true mobile qual project, and it was great. Technology worked well, participants loved it, and we got a video diary of moments through a week in their life, plus Q+A discussion.]
Some other parts of the trend in mobile:
- voice possibilities, live video chats
- passive data collection possibilities
- location-based data
- app-centric communities
- QR and scanner codes to engage and classify
- real time and asynchronous
- Augmented reality - superimposed imagery in the real world (Vision Critical has done some of this apparently)
- gamification - survey questions inserted into the game in order to earn in-game rewards like lives
As wearable computing comes in, many more possibilities for data gathering will be possible, including biometrics.
The challenges now are actually in design, because you get a lot of data from studies of this type. Images, videos, etc.
- responsive design to fit screen size
- user experience and on-boarding (training)
- keeping participants engaged - balance engagement with bothering people
- participant privacy
- validity of self-reported data, client trust in findings, and participant trust in using the apps
- device ID and interface optimization for specific devices -- there are so many different mobile devices
Relatively few companies are using mobile. General Mills is an industry leader.
MMRA has developed a new set of guidelines for privacy (full standards plus a short form that can be shared with participants in research). These integrate with existing ESOMAR standards, but expand them.
- be transparent and respect respondents - share intent, expectations, in advance.
- avoid participant burn-out. Not too many questions. Respect time zone - don't send notices out in the middle of the night
- make the study appropriate for the screen size
- channel dictates question type (channel being native app, SMS, WAP, etc.)
- use micro-surveys, shorter length of questionnaires (e.g. 3 to 5 questions) Use data stitching techniques to bring these together.
- use mobile friendly tools - sliders, dials, graphic interface. Avoid typing where possible.
Mark's slides can be downloaded from mmra-global.org