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The client feedback I get from using
dedicated mobile research apps suggests I
am better able to bring the consumer to
life. I believe this is because while we can
probe on all platforms, we can’t always get
into the reasons things are happening as
immediately as in a mobile access study.
Rules of Thumb for Creating
Appropriate and Fun Mobile Activities
• Since my primary objective for using a
mobile app or a mobile access tool is to
gather authentic in-the-moment video/
photos/audio, I consider which social
media accounts my target consumer
uses and how they are using them
(some targets are into Snapchat and
Vine, while others are exclusively
Facebook or Twitter users). Based on
this understanding, I look to create
activities that work in similar ways to
those the respondents are familiar with.
• Just because someone is using a social
media account does not mean they are
using it in the same way others do. I try
to understand what is appropriate for
my audience by doing a little recon-
naissance on social media before creat-
ing my discussion guide. Age and com-
fort with technology often play a role
in how much someone is willing to
share. For instance, mom and kid audi-
ences use mobile tools often, so asking
them to post a video about their break-
fast preparation isn’t too much to ask.
Yet, if the target is retirees looking for
the perfect vacation spot, use fewer
personal shopping-related questions.
• I keep an eye out on what promotions
consumers are liking and sharing on
their accounts. This allows me to know
I’m asking them something that is not
too difficult or uncomfortable. Since
consumers are asked to share things on
social media in exchange for coupons,
etc., our qualitative research apps feel
quite similar to how the retailer promo
apps are engaging them (e.g., offering
cash for uploads).
Be prepared to explain to your client
that your target audience can do your
exercises because you have done your
research. And if they can do it, they will
have fun doing meaningful, well-designed activities.
1
Look at What Activities Your Target Is
Currently Doing Online
Look at What Activities Your Target Is
Currently Doing Online
3
Test Your Mobil Activities with Similar
Age/Ideal Audience to Ensure They Work
2
Explore Online and Mobile Promotions
Your Friends in Target Know and Like
Explore Online and Mobile Promotions
Your Friends in Target Know and Like
Mobile Tested & Ready To Go
Mobile Tested & Ready To Go
Moderator Tested & Approved
Moderator Tested & Approved
1
2
3
Test Your Mobile Activities with Similar
Target Audience(s) to Ensure They Work
“Dos” for Getting Rich Media
Deliverables with Mobile Projects
Here are my most important “must
dos” to ensure you get great media
uploads the essential for producing
media-dependent deliverables.
1. Recruit those who are comfortable
uploading video and pictures online
using their mobile device. In screening,
directly ask if they already upload
video and pictures to social media sites
using their smartphone and/or tablet.
2. Include “how-to-post media on this
platform” instructions. Even though
many do a lot of social-media posting
via a mobile device, every platform has
a different posting process. Make sure
you have instructions easily accessible
in your introduction section.
3. Post your own fun selfie example. If it
will not influence participants, show
participants how you might post as an
example of what you are expecting
from them. Be sure to be yourself. For
me, it’s easy and also warms them up to
my upbeat style.
4. Be conscious of privacy. Each country
has privacy laws. Yet aside from these
laws, consider what people might be
willing to share based on cultural
norms and how you would feel if you
were asked to do the activity. Would
you share photos of your six-year-old
bathing to strangers? Would you show
yourself shaving your legs in the
shower? (For me, probably not!) Better
to gently push back on your clients
with more appropriate activities that
can still achieve to their desired media
deliverables than to risk being disre-
spectful of consumers and not get the
quality responses you need.
5. Have fun. The world of mobile is a fun
one for many respondents who see
their smartphone and tablet as sources
of entertainment. Create activities that
feel fun to do. There’s always a way to
have fun and deliver the client great
insights that meet their objectives. I’m
a huge fan of fun!
KISS: The Great World of Mobile
Research Can Be Yours
To offer you some final advice on enter-
ing the world of mobile research, you
should keep it always simple. KISS is my
motto (Keep It Simple Stupid), but it’s a
hard one to follow. In mobile research,
many websites are becoming mobile-
friendly, but it takes a lot of scrolling to get
to read an article or to see the product you
want to buy. Think about the real estate of
a mobile screen, for smartphones espe-
cially, and also the smaller tablets. Keep
your activities easy to do and short: a little
bit longer than a Tweet and more like a
Facebook post. Then, the world of mobile
research is yours to conquer!
Understanding
the Every Day
Straight from
Consumers’Mouths
Mobile
Confessions
Deep Dives as
Stand-Alone
Mobile
Safari
Shop Store
Shelves/Home
Tour
Mobile
Diary
Homework
Peek Before
You Meet