the use of the ipad in and for qualitative market research
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Presentation Charts. QRIC conference in Malta; April 2011TRANSCRIPT
The use of the iPad in and for qualitative research
ì QRIC – Malta 07th April 2011
From the perspective of a classic qualitative researcher
Overview
ì Background
ì Implications for research
ì The iPad as a tool for qualitative research
ì Outlook
It‘s a digital world
ì People live digital and online.
ì People use digital devices.
ì Since the launch of the iPhone digital communication devices have become a constant companion and are used for all aspects of everyday life.
Involvement in every day life
The classic PC era ends
ì As a mobile phone is not anymore only a mobile phone so is and will be the change on the (personal) use of computers.
ì Digital mobile devices are a part of everyday life and replace classic PC.
More than just a new device
ì 40 million iPads to be producted in 2011 (compared to 15 million in 2010). ì And this is only the iPad. Other tablets are/will be
launched on the market soon.
ì Tablets are and will be changing the personal use of the internet.
Change from stationary to mobile
ì Mobility out-of-home (macro-cosmos)
ì Mobility in-home (micro-cosmos)
ì Natural environment context
ì And often a more relevant context
Role of the PC and the Internet are changing
ì The era of classic web- and computer based (qualitative) research will end.
ì Market research via Internet = online will be even more important and relevant - but used in a different way.
It makes a difference if you have to go where your computer is or if your device/computer is where you are.
ì
Why the iPad?
Intuitive interface
ì Closer to and closer with the respondent.
ì Even small children can use it.
ì Apps help to get a better access and are tailored for the use with the iPad.
ì Using one of the most versatile tools we have : your fingers.
Embedded into everyday life
ì Seamless integration into personal lifestyle.
ì Main usage of the iPad is in a private context ... ì At home – 80% of the usage of the iPad is private ì In the evening - taking the time and having the time ì For everyday routines
ì Read, search, play, inform, communicate, purchase ...
Higher involvement of the respondent
ì Far beyond from just being another functional technical device.
ì The iPad is a personal tool (much more so than a PC/laptop).
ì It‘s a piece of fascinating technology.
ì Respondents have fun using the iPad. ì This might wear out as an effect but will remain
relevant.
ì People love their iPad (or tablet).
Why?
ì The iPad, as soon as you have it, becomes part of the daily lifestyle and routine. ì „It has become a part of my life“. ì Regardless of the age.
ì An easy to use and simple piece of technology that makes technology (more) tangible.
ì Seamless interaction with the device where-ever you are.
ì Allows easy creation of ways to express yourself in a creative way.
ì Allows respondents to be creative.
Interactivity anytime and anywhere
ì Online ì Flexibility
ì Time and place ì Provision and update of content
ì GPS ì Tracking (legal issues)
Importance for marketing (and research)
ì Tablet use will be ‚established‘ in the future.
ì iPad to become more and more important for marketing and communication.
ì Relevant and important as a tool and a subject for research. ì Tool and subject are one
a. Mobile
b. Creative
c. Authentic
Best pre-conditions to allow creative insights/response and better, richer and more versatile ways to express opinions,
attitudes and insights.
Versatile
ì Full access to the www.
ì Paperback-sized display. ì 1024 pixel pages can very well be read and create a very realistic
environment.
ì Images (viewing and re-viewing, editing, shooting, screenshots).
ì Audio/Voice.
ì Video (play back and record).
ì Sound.
Multimedia interviewing
ì In a direct and intuitive way.
ì With possibilities that are beyond current technologies.
ì Combining allows more creative response and input.
ì Different to providing and responding on a PC or Laptop.
Expanding target groups and samples
ì Easy and intuitive use.
ì From 3 years up to ? years.
ì Positive about the use of the iPad.
Activities and tasks
ì Behaviour ì Journals and diaries ì Reporting and commenting ì Capturing moments
ì Understanding the context ì Photos and videos (of myself or to explain the context)
ì Expressing ì Collage ì Storytelling
New possibilities by adapting to tablets
ì Adaption into digital could create richer input
Drawing
Collage
Brainstorming
Mapping
Polls & Surveys
Updated content
Using apps
ì High quality and allowing good results ì Collages
ì Use of own photos ì Photos from the largest photo
library in the world! ì Brainstorming ì Drawing - the most natural and direct
way: with your fingers!
ì Creativity is a great motivator.
ì Saving and mailing
ì Can be used as incentive
Mobile research
ì Specific tools and solutions (e.g. Revelation Mobile, QualVu and more to come)
ì Street surveys
ì Face-to-Face interviews (for practical reasons)
Smaller scaled quant-/web surveys
ì Use of the iPad as a client ì Via Web ì Specific clients (e.g. via
Polldaddy app)
ì Ideal for ì Smaller scaled web-surveys ì In face-to-face interviews and focus
groups
ì iPad can be used by moderator as well as by respondents themselves
Face-to-face video conferencing
ì Much more effective compared to paper and pencil and with regards to data entry. ì Can make the interview a multi-media event – allows to use a
bigger set of stimulus material; e.g. video etc. ì Screen-sharing and screen shots. ì Material can be modified easily if necessary – real-time or
from a remote location. ì Rotation and skip patterns are embedded.
ì Allows control for the researcher.
Online questionnaire interviewing evolves
ì Can record voice or video in questionnaires with open-ended questions (instead of writing the response).
ì Allows real time video online interviewing. ì Respondents use and evaluate products where they would
normally
In classic qualitative research
ì Group discussions, workshops ì Pre-tasks ì Questionnaires ì Provision of stimulus material ì Use in groups
A ‚rich‘ way of conducting groups
ì Results (polls, surveys, brainstorms etc.) in real-time - can be used straight away.
ì Facilitates individual work
ì More control ì E.g. bei sizing images due to their importance
ì Better and more easy analysis ì Word analysis tools ì Easy printing of respondents input
Practical issues and limitations
ì No Flash (iPad; not Android).
ì Limited mobility. ì Size. ì Weight. ì Battery life. ì Bandwidth (no online access out of home)
ì Lack of physical keyboard might be irritating (but it works better than expected).
More (but however) limited mobility
ì Due to its size only in certain ways relevant as a mobile research tool
ì Main usage of the iPad is at home
ì Used differently than a PC or laptop
ì E.g. surfing the web, media consumption (newspapers, magazines), searching for information, social media, email.
The iPad as a subject of research
ì App testing
ì Testing of marketing and communication activities via the iPad ì Advertising ì Website testing ì ...
Outlook
ì Qualitative research is evolving.
ì A reflection of changing consumer attitudes, habits and behaviour.
ì The iPad should be seen as interesting and relevant additional tool.
ì It enriches the tool set and allows deeper insights.
ì It is an invitation for a more active participation and involvement of the respondent in the research process.
ì But it gives the researcher a certain degree of control too.
ì Analysis is partly easier ... or much more complex.
For us ...
ì Using the iPad and its new possibilities is a real challenge for qualitative research and qualitative researchers.
ì And a fascinating journey ‚insight‘ a better understanding of consumers.