When it comes to getting information, it has and is always important to get data which is up to date. Meaning it is vital that whatever the facts or figures are, it has to be fresh.
From the conventional ways of qualitative research where everything was done mostly in a face to face set up, another method has proven to be less stressful and more useful in the research world – that is mobile research. Nowadays, the use of mobile phones has evolved from simply keeping loved ones and business partners available to call or message anytime, it has become a means for other companies, or individuals to achieve certain matters, mostly to obtain information.
In the real world, there is one gadget that everybody has – cell phones. It doesn’t matter if it’s a smart phone or an analogue phone, as long as it’s mobile, everybody has it and researchers have taken advantage of that handy piece of technology.
Mobile research poses a lot of advantages and here are some:
1. Reaching Higher Level Respondents – It’s not easy to get an appointment with people who are busy being the boss of their own company or what have you. They talk to so many people face to face which leaves only their mobile phones for people they need to speak with but don’t really need to meet. Calling them on their most convenient time or simply following up on responses to stimulus sent to them online, removes the hassle of trying to make an appointment in person.
2. Hard to Reach Respondents – Admit it. Sometimes, it’s hard to find people who are always on the move due to the nature of their job or lifestyle. Network connections aren’t always stable in some places and what better way to interact with them than through their mobile phones. No waiting needed, no online connection needed, just a number. Convenient, eh?
3. Not So Technology Savvy Respondents – researchers gather information from everyone, and not everyone is savvy with computers or smart phones. Some respondents may also be elderly, which means even with their mobile, they are familiar with calling not texting. Mobile researchers can reach out easily to these group of people without letting them feel left out or forgotten because of their shortcomings in technology.
4. Immediacy of Responses – this is the main reason why mobile research is advantageous. The reactions and impressions the respondents have on certain products or services can be read through messages or heard through calls. Their response or the lack of it tells so much to the one conducting the research. It also allows the researcher to observe and grasp other factors that can help in their analyses of the data gathered afterward. With the instant responses received, they can also see the new patterns and behaviors of their target market or target audiences.
Researchers already have much to run with through mobile researchers, how much more can they do with mobile research apps?