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— nativeye (@nativeye) October 12, 2016
People for Research recently teamed up with nativeye, an innovative platform that allows researchers to test their products and understand the customer experience in a smart, effective and affordable way. After asking founder Ben Claxton to write about why mobile research should always be an option on the table for any researcher, we have also begged Ben to share some expert tips so you can run the perfect mobile study.
Welcome to our second post in our two-part series on mobile research. For the purpose of clarity, here we are mainly talking mobile qual or ethnography, rather than mobile surveys.
Broadly you can run two types of mobile study – a diary or a series of individual tasks. With a diary, you are asking people to complete the same questions daily, weekly or whenever the moment arises. A series of tasks is useful when you are interested in testing different aspects of a brand, product or service.
Over five years of mobile research studies, we’ve seen a few factors that constantly emerge as explainers and predictors of a successful project. Now, I’ve condensed them all below to help you run your own kick-ass mobile studies!
Keep It Simple
Like a lot of research, simple works best on mobile. This doesn’t mean you won’t get rich data; it just means you won’t confuse your participants. A great example is the recent “How we pay today” project for a fintech company, which asked people to simply ‘post every time you pay’.
Taking a photo and noting the purpose of payment captured the context, asking people how they felt, tying an emotion to the event. Repeat with 30 people over the course of two weeks and you have a powerful body of data.
Good briefing is essential whether you do it or your recruiter does it. If your recruiter is in charge of briefing, make sure they really get the project and get mobile (someone like People for Research, for example!).
Make Sure Your Project Has A Natural Evolution
A good evolution to a project is where you start with a simple diary task and then move on to more in-depth tasks, if required. For example, in “How we pay today”, the project went from a diary task, to a ‘video tour of your wallet’, and then to ‘how would you improve payments?’.
Engage With Participants
As I mentioned in the first post in this series, commenting and liking people’s posts makes a real difference in mobile. Firstly, it helps to keep people engaged – providing that little serotonin reward that makes it feel worthwhile because someone is listening to and validating what the participant does. Secondly, it can help you course-correct or probe further into the detail.
As you can see, these are mostly standard good practice applied to a new context. Hopefully this will give you the confidence to explore mobile as a new tool in your kit.
Interested in finding our more about mobile? Or maybe you have questions about this type of research or the technology? Get in touch with Ben at firstname.lastname@example.org
This post first appeared at http://www.peopleforresearch.co.uk/blog/2016/10/how-to-run-successful-ux-mobile-research/
— Jessica Lewes (@JesseLewReviews) October 5, 2016
— People for Research (@people4research) October 4, 2016
— nativeye (@nativeye) October 5, 2016
Speed and affordability have been drivers for mobile research’s adoption, but the desire to really understand the customer experience is also at the heart of mobile’s success.
Mobile research can mean a few different things. It covers surveys, mobile user testing and ethnography, to name a few. At nativeye, our focus is on qual and ethnography and what interests us most is how technology can help understand people’s experiences better, so we can help improve the products and services they use.
We think of mobile as providing a window into people’s worlds. As a research technology, it has two really great features: it has a camera and you take it everywhere.
This means that people can report on their activities and experiences as they happen (e.g. with photos, videos and text). There’s no forgetting things after the event – they can show you what’s occurring and tell you how they feel about it in the moment –, details that easily become lost otherwise.
Our phone is such an integral part of our routine that it’s the perfect tool to capture the everyday – things like grocery shopping or posting a parcel.
Three Reasons That Make The Case For Mobile
So Reason #1 in the case for mobile is that, by fitting in with people’s lives, it helps you get closer to the customer / audience experience.
Reason #2 is that it lets you gather rich data from around the world without leaving your office.
You could argue that you get purer data by being there in person, but 1) it’s less cost-effective; 2) you can’t practically keep a diary on someone else; and 3) it takes longer because you have to research subjects one after the other. If you are doing a national or international project, these factors really add up.
With mobile, a photo diary is surprisingly revealing and video tasks add further depth.
Reason #3 is that mobile research is a fun and natural process for participants.
Selfies, love them or hate them, are an indication of people’s comfort of posting about themselves. Mobile research is as easy and as natural for people as posting to social media. When participants can see their posts and others’, or where the researcher can react and comment (all of which you can do with nativeye), they feel heard and appreciated and, therefore, are more likely to stay engaged in the project. So, to recap:
1. Mobile helps you get closer to the customer / audience experience
2. You get rich data from around the world without leaving your office
3. It’s a natural and fun process for participants
In the next post we’ll look at the key elements for running a successful mobile research study, so watch this space. If you are interested in finding our more about mobile or have any questions, please get in touch at email@example.com
This post first appeared at http://www.peopleforresearch.co.uk/blog/2016/09/why-choose-nativeye-mobile-research/
— People for Research (@people4research) September 30, 2016
— Evan Kirstel (@evankirstel) September 28, 2016
The No.1 challenge facing executives (71%) is understanding behavior or impact of the new customer @altimetergroup https://t.co/1hB0x1vrte
RT @altimetergroup: What’s the catalyst for #digitaltransformation? 55% of those surveyed say #CustomerExperience leads the change:… https://t.co/a15gx3m53f