The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

4 Mobile Qualitative Research

INTRODUCTION

Qualitative market researchers were initially faster and more creative, than quantitative researchers in incorporating mobile market research in their toolkit. The growth in qualitative mobile market research has often been in newer and more collaborative areas of research. For example, market researchers have recruited participants to be active collaborators in research projects by using their phones to capture pictures and recordings from their everyday lives – a form of ethnographic data. Many qualitative researchers have also been quick to use mobile devices as part of pre and/or post tasks around conventional qualitative exercises or as stimulus material during conventional sessions.

This chapter provides an overview of the current uses of mobile qualitative market research, highlighting the main topics, opportunities, challenges, and practices. The following two chapters look at two key forms of mobile qualitative research in more depth, mobile online discussions and online focus groups, and mobile ethnography and diaries.

THE BENEFITS OF MOBILE QUALITATIVE RESEARCH

Market researchers have highlighted a number of benefits that they are gaining by using mobile devices in qualitative research projects. Key mobile benefits include:

• Participants are able to enter their responses, thoughts, and observations during the day, as they go about their normal lives. This ‘in the moment’ recording of experiences is in contrast to traditional ...