Trends for Mobility Research by Mark Michelson #NetGain8 #MRX

Live blogging from MRIA’s #NetGain8 conference in Toronto. Any errors or stupid jokes are my own.


Best Practices and Trends for Mobility Research, Mark Michelson, Executive Director and Co-Founder, Mobile Marketing Research Association, Atlanta

  •  Everyone wears many hats, including mark who also plays guitar in a band
  • mobile brings all these different lives together, converges together new companies and new opportunities, as well as people who can’t get on a plane and speak live at a conference due to being snowed in
  • smartphones are only 5 years old and they have improved speed of delivery – always on, always close, real time delivery, people participate at their convenience, passive data collection via GPS or device use, longitudinal work all around the world with instant translations, pictures of products and vehicles come instantly, talk to someone on the phone while they’re shopping, dissipated workforce, QR and scanner codes to engage
  • smartphone make participation more enjoyable, more social sharing to explore each other’s lives, self-reported ethnography, live video chats anywhere, augmented reality, gamification
  • [quite neat to have a virtual presentater about mobile methods where the researcher is virtually there]
  • quant mobile mr data – survey is Q&A, passive monitoring without interaction, field conditions like merchandising brand audits or mystery shopping, sensory such as how people perceive via galvanic skin response, temperature, etc
  • qual mobile mr data – self ethnography with video photos, what people say on bulletin boards or discussion groups, emotional feelings in diarys, projective research, video chats or audio recordings in the moment
  • challenges – designs to fit the screen, user experience and training, keeping people engaged, validity of self-report, optimization for different devices, client trust in findings, participant trust
  • ethics in mobile mr – privacy is critical for legal reasons and continued open participation
  • commitments to responders – voluntary, protect privacy
  • challenges – normative data include more positive top box scores, questionnaire length, how to calibrate tracking data, how to incorporate into existing methods
  • best practices – transparency, respect, share the intent, expectations in advance, avoid burnout, keep it short, respect time zones, be screen and device appropriate, consider right question type for device
  • best practices – micro surveys, in-context for what people are doing right now, mobile friendly tools like dials sliders, graphic interface
  • share the guidelines with your staff, clients, and participants,
  • Learn more on the association site
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