This post aims to cover the basics for conducting successful mobile research with nativeye (links to more advanced topics will be added in due course).
So let’s get started. First up, what to research?
WHAT TO RESEARCH?
Mobile research is a flexible tool – it’s ideally suited to capturing data in the moment or immediately following an experience. The nativeye app will also work offline, so people can truly post whenever, wherever they are.
You can use nativeye for a variety of research. Here are some examples:
- Ethnography – ask people to report back on their daily lives and activities
- Customer journey and experience mapping – ask people to record their experiences of a particular brand or category
- Feedback in the moment (e.g. at events)
- Crowdsourcing ideas
- Co-creation projects: set people a creative challenge, as a group or individually
WHICH RESEARCH METHODOLOGIES?
Here are some examples:
- Mobile diary studies (ask people to post every time they do, think or experience something relevant to your study)
- Other “answer many” assignments (e.g. crowdsourcing, scouting and observation assignments)
- Group assignments – encourage people to like and comment on each others’ posts (tick the “Posts visible to everyone on the assignment option in the Edit assignment > Details tab)
- One-off surveys (tick the “Answer once” option in the Edit assignment > Details tab)
DESIGNING YOUR ASSIGNMENTS
When designing mobile research studies, the best thing to start with is the “mobile” aspect. This means that you should think about when and where you’d like people to post and what you want them to tell you. It also means that you should think about how much time people have to post when they are out and about (less is sometimes more!).
Some pro tips:
- Use as few tasks as possible to capture the data you need (short and sweet works best on mobile and “answer many” assignments)
- Always include a Photo task (this brings a post to life and helps you ‘see what your participants see’
- Use a mix ‘open tasks’ like Open text and prompted tasks (like Multi-choice and Slider)
- Balance the number of required and optional tasks (only make tasks required if you absolutely need that data)
- Use the Comments feature to delve deeper into what people post
- Use “Group assignments” if you want to encourage group discussion
TIPS TO INCREASE YOUR RESPONSE RATE
- Make sure you invite people in good time. Ensure your participants are set up on the app in advance of your project start. Use the Overview page to check their progress. You can use the “Re-invite” button in the Edit Assignment > Invite tab to help get people started.
- Use the Prompt feature on the Overview page to remind people to keep posting
- Use nativeye Social Features to like and comment on participants’ posts – we all like to be acknowledged for our efforts, giving participants feedback will keep them engaged in your project