What is it that consumers need? What do they want? How do they want it? Why are they looking for it? Why won’t they try this, or that? When do they need these, or those? How can we make them check this or that out? What were they thinking before they changed their mind about this? And the list of a researcher’s ramblings goes on and on.
The process showing how a person becomes a customer, an enquirer, a buyer and even at times, an evaluator is found in the Path to Purchase. Traditionally the path looks like this:
Awareness refers to the how much the consumer knows about what they need or want to buy. People normally go around checking brands, prices, functions, and options. After learning all they can about the product or service, they think about it. They mull over what to pick. When the choice has been made the purchasing is done too. Then after trying out what they chose, they either try it again or they don’t. Either way, they talk about it with friends, relatives, blogs, etc which makes up the evaluation.
Mobile research, gives the researcher the chance to go through the entire process with the respondent. As you see, the table above doesn’t really show what happens in reality, in between and during all those processes. If the interaction is done on the go, other factors important in helping the researcher understand what goes on in the path to purchase also helps them formulate a more genuine, practical analyses of the situations different respondents may have with one or more product or service being tried, tested or re-evaluated.
For instance, when a consumer goes around searching for information about something they want, constant updates through mobile research would answer underlying factors that influence their selections. Sudden changes in their decisions may also be explained in an immediate and detailed manner. Many details, small or large, are overlooked when a qualitative research is done traditionally. It prevents innovation, improvement and entails repetitive inefficiency in solutions or theories formed from the data gathered.
Think about it. If someone took a conventional thing, then innovated it to better serve its purpose and its user, more people choose it because it was improved. A very simple and perfect example would be the telephone. The concept of having a telephone is plainly to reach people without having to physically be there. Someone took that idea, and made it mobile, thus the mobile phones. Look where we are now, because of one little innovative idea. The same notion can be expanded into the idea of maximizing the use of mobile research.