Why Mobile Research?

Why not? A response some of you might want to say, and surely many will agree that mobile research is the next big thing in marketing research.



Mobile phones have become the extended part of our lives. It is not considered a luxury to own a mobile phone but a necessity. Almost 100% of young people, businessmen, housewives, and even the jobless have mobile phones. To each one, their mobile phone has a level of importance that goes beyond just messaging and calling. It is their planner, their phonebook, reminder, alarm clock, mp3 player, gaming device, etc. It is not surprising to see people with no other tech at hand except a mobile phone.


Companies nowadays provide mobile phones to their employees for work purposes. Not hard phones – mobile phones. Most businesses are now conducted via mobile phones because of its handiness and convenience making it the primary means of which to communicate with others at any time and any place.


Mobile phone connectivity is not limited to one area. It is global. With the use of mobile phone applications like Facebook, Twitter, LinkedIn, Pinterest, What’s App, Tango and Skype make talking to someone on the other side of the globe feel like they’re not far at all.


Everyone knows how to use a mobile phone. Not knowing how to use a mobile phone would sound like you’re from another planet – even senior citizens know how to use a mobile phone now. Because of mobile technology, everyone knows how to make a call, download an application, take a photo or video, record audio, search through the net, and do many other things online making respondents able and knowledgeable in using those tools for research or collecting information.


Information is accurate. For researchers, they can be sure that the information they receive are real time, up to date and fresh. No more made up or inaccurate information. Everything is fast, convenient and accurate making mobile research the most chosen form of conducting research today and in the near future it will only double or triple in number or percentage.


Nobody is unreachable. Respondents that are difficult to reach are definitely reachable through mobile research. The pool of potential respondents has become enormous. Nobody will be too busy to participate in a research. Even respondents who live in more remote or difficult to find locations can now be accessible.


In that sense, many marketing research companies are creating and improving their mobile research tools to get ahead in the market research industry.


Mobile Takes You to a More Intimate Level with Your Respondents

The aim of qualitative marketing research has always been to dig deeper. It endeavors to find the answers to why, when, how, who or other questions that can not be answered by just a number or percentage.

Mobile Takes You to a More Intimate Level with Your Respondents
Since each research may vary from simple products or services to more advanced or complex ones the responses roused are naturally, also diverse. Aside from the pursuit of gaining information about certain queries, the validity of the information collected is just as important as to how it will affect the result of the entire study.
Often times, a respondent would give an answer they think is expected by the interviewer – especially if they feel quite uncomfortable about the actual answer in their mind. After all, they are still talking to a stranger.

This is common when the focus of the study is quite sensitive or if the personality of the respondent is really withdrawn. Of course, as time passes and the respondent gets more comfy with the researcher their feedback about certain topics become more open or direct as to when they first start.
Mobile marketing research has expanded into the privacy of the respondents. However, it does not make them uncomfortable because they have the tool in their hands which they can use anyhow and anytime in their convenience. This gives them a sense of independence although they have tasks needed to be fulfilled. This also makes them open up more since not everything they send back to the researchers has to be done in person but through mobile connections.

There are times when the research requires the respondents to take a video of themselves using a certain product or acquiring a specific service. Instead of having someone follow them around with a camera or voice recorder, they could just take the video or recording themselves and submit it to their facilitator through their chosen mode of communication. Not only does it remove the goose bumps of someone literally breathing down your neck but also the tendency for answers to be faked for the sake of ‘getting it over with’.

For shopper insights and mystery shopping, mobile research makes them feel like a real critique or expert. This gives them a sense of pride and importance which brings out more natural comments. Of course they are aware of why and what they are doing but the more freedom they have in accomplishing those chores, the better and the more interesting the results are.

Beyond Online Survey, How Qualitative Research Gives You More Insights

Surveys. Everybody knows what that is, right? Only nowadays, instead of the traditional way of conducting surveys, which is, on paper, it is done through the ultimate creation of technology – the World Wide Web. You might say it levelled up to becoming an online survey system.


Here are a few reasons why many researchers opt to give online surveys rather than the conventional one:

  • Speed – performing an online survey makes acquiring results twice or thrice faster than one that is not online
  • Practicality – apparently the most inexpensive way to pass out surveys is online. Instead of spending numerous hours out in the field which requires some inevitable extra expenses, online surveys save up on fees spent unnecessarily.
  • Convenience – not only is this more convenient for the researchers, but also for the respondents.
  • Accuracy – online surveys come with clearly stated instructions and can be attached to websites that can attract the target market of the canvasser.

For those familiar with marketing research, taking a survey is one of the methods used in qualitative and sometimes, even quantitative research. Online surveys help gather data needed by researchers with more specific queries. There is one thing that qualitative research does with the results of an online survey – it takes it a few steps further.

With qualitative research, it doesn’t focus on the numbers or percentages. It digs deeper in to what creates those numbers or percentages. Qualitative research gives us answers to questions that can not be answered by a digit.

It sheds light on the answers to WHY, WHAT NEXT, WHAT’s WRONG? You might ask why it is important at all. Well, mostly it’s because knowing why could help understand what the greater public is thinking of too. It could help predict what the next trends could or would be. It could also enlighten companies as to what’s wrong or right about the products or services they are selling.

If you knew today what would happen tomorrow, you could invest in advance and make a living off of that knowledge. It’s the way businessmen look at the market world today. They rush to spend millions on technology that could help them predict what would be most profitable tomorrow by learning about it today. Isn’t that a thought?

Surveys are only one step in the entire process. It’s a must to move up some more to gain information that is useful, and of course, promising.

Article Source: EzineArticles

Defining Qualitative Market Research

What is Qualitative Marketing ResearchWhen one is asked to conduct market research, whether it be traditional or mobile market research, there is always two methodologies that researchers would go with – Qualitative or Quantitative.

Researchers that choose qualitative methods of conducting research are more focused on getting an in-depth background of the way a consumer thinks and feels during the decision making process.

When it comes to the methods used in qualitative market research, the most popular choices would be In-depth Interviews and Focus Group Discussions. Other methods of qualitative involve usability testing, brainstorming and mind mapping sessions and VOX Pop surveys.

In Depth Interviewing is where the main focal point of the qualitative research is on the business markets. Here the researcher acts an interviewer and spends time with the respondents, engaging them in a one on one interview to find out what their particular circumstance is and get their individual opinions with regards to a particular product of service.

In-Depth interviews are conducted in person. This provides an added benefit to the researchers, as they are able to visit the respondents’ location and is able to obtain data not only provided during the interview itself but also of the environment. This allows the researcher access to the way they “do” things within the respondents’ natural eco-system. One downside though is that if a study of this kind where to be conducted across borders and more so across continents, telephone or other electronic means of in-depth interviews would be more appropriate.

Focus Group Discussions

Focus group discussions are the most favored due to the amount of data that can be obtained in a short manner of time, but it can become quite taxing and costly compared to the one on one In Depth qualitative research method. However, online technology has evolved in such a way as to deal with this particular research method’s issues. Focus Group Discussions is a discussion that is lead by a researcher, called moderator, to discuss and explore a particular topic such a product of service and obtain and also to encourage creative ideas from the participants.

It is quite rare for large business to go through this method using the traditional way of focus group discussions were done, but with the mobile technology such as smartphones and feature phones, it has allowed larger companies and even small to medium enterprises to conduct these easily, increase data efficacy and obtain group feedback in real time. This allows it to become an even more effective method of understanding what customers would be looking for and help it at the creative stages of product of service research.

Civicom’s ShopTalk Makes Its Debut at the Mystery Shopping Providers Association – Asia Pacific in Manila

Greenwich, CT USA, November 15, 2012. Marketing Research Services & Mobile Mystery Shopping Solution Global Leader Civicom speaks and exhibits at the Mystery Shopping Providers Association – Asia Pacific (MSPA-AP) in Manila, Philippines November 19th – 21st in support of the mystery shopping community in exploring new technology and methodology to bridge gaps in Mystery Shopping.

Rebecca West, Civicom’s Global VP of Marketing Research Services and Mystery Shopping Solution, leads the presentation on “When Talk Isn’t Cheap – Richer Insights from Mystery Shopping through Live Mobile Moments”.  The presentation features mobile qualitative applied to mystery shopping and how the mobile solution can provide clients with a deeper understanding of the thoughts, opinions, and sentiments mystery shoppers can provide while out on an assignment.   Rebecca is Civicom’s marketing research services practice leader. She is a specialist in applying mobile qualitative research technology in research and business strategy for shopper insights and mystery shopping.

Many companies have turned to mystery shopping to ensure that standards are met and also to learn more about potential improvements.  Deploying mystery shoppers to assess your brand, store, service, or product presents the potential of gaining more insights beyond your typical evaluations.  This is where integrating mobile qualitative can greatly improve the data you gather from your mystery shoppers.

Civicom is a leader in global market research tools, providing audio services in almost every country on the globe, enabling mystery shopping studies to take place in multiple international locations simultaneously.  Civicom’s primary mobile mystery shopping solution is Civicom ShopTalk™which enables your mystery shoppers to use their own smart phone or feature phone to get the job completed successfully. It gives companies the ability to get actionable insights into real world consumer behavior through mystery shoppers using mobile devices.

ShopTalk™ is a mobile qualitative tool that lets mystery shoppers use their cell phone to report in-the-moment experiences and answer the evaluation for their assignment.  Going mobile paves the way for a less noticeable, paperless and hassle-free mystery shopping activity letting them focus on the things they have to observe and rate.  They can freely comment and share their thoughts as they fulfill their mystery shopping tasks.

The Civicom team looks forward to their first MSPA conference.  This is the 8th Annual Conference of MSPA-AP.  The event is set in Makati City, the business district of Manila, Philippines, surrounded by many large shopping centers, big brands, popular hotels and businesses.  This is the first of two events Civicom is attending in the Asia Pacific region.  The second event is in January for Marketing Research in the Mobile World (MRMW-AP) in Malaysia.

Importance of Drug Choice Tracking via Mobile Platforms Such as Smartphones

Drug Choice TrackingEver had a headache and all you wanted was to simply get something that works quickly to get that nasty pain away without having to sacrifice on your productivity for the day? You would have to go to a pharmacy to ask for an over the counter medication that would do just the trick, but because of the many choices that the pharmacists would give you let alone have to sift through the shelves going over several choices and reading through many descriptions making your headache even more unbearable. That’s what many people go through everyday and not just with a simple headache, there are many more situations where people are left dumbfounded with the number of choices and lack of time to answer long questions and waiting in line just to get the right medication that might not even be effective.

Wouldn’t it be great to have something right there at the palm of your hand that would provide you with the information on the medications you could take based on your symptoms with the necessary step by step procedure of how to take them and if not effective show you else you could do about it? Plus allowing doctors to be ready on call to answer your queries if ever the choices are unclear and are making you weary. That magical tool is now available through applications that have been developed and are constantly being updated in the current smartphones. If applications are not available the internet is most certainly there to help out all with just a few clicks of the thumb.

People have long been using the internet as a medium to research about particular drugs and their information for as long as the internet has hit the masses. With Google, Bing and many more search engines, have made searching for information so easy and that is now present in everyday smartphones. The beauty if it is that people are doing it at the comfort of their own homes or bringing it with them as they go to their daily tasks. Because of this, it is becoming more and important for the medical group to start tracking what is being used for each particular ailment at any given time. This is important for two reasons – Medical Research and Marketing Research.

Medical Researchers should take into account the widespread dangers of people starting to self-medicate themselves without proper medical consultation. From the abuse of the analgesic to treat symptoms of pain which could more or less be a symptom of something even much worse to wrongly self-prescribed dosages that would utterly cause the user’s body to break down and get poisoned unintentionally. By tapping into the current technologies available, such as the smartphone applications, and using that to reach out and check on what these people are buying and taking, the medical researchers are able to track what medications would need stricter policies to those that would be safe for use. It would also allow them to reach out to those that would be attempting self-medication and enable them to communicate with them to thus educate them on proper use right at the time when they would need it the most preventing unnecessary harm that the consumer may encounter if not intervened.

Marketing researchers on the other hand have the power to make a product even better and more effective based on user feedback and real time studies. People that have ailments that require particular attention can log their information easily and with the presentation of choices can be tracked on a per occasion basis as well as log in the effectiveness of the drug and its duration. This information allows the drug companies to data that would help them develop something much better and more efficient than what is currently being utilized out there. All this with just a matter of a few clicks of a button via the users Smartphone.

Technology has truly brought a lot of advantages and disadvantages in the medical field. With proper education and effective use of research and marketing strategies through this given medium the public is guaranteed a much safer and effective treatment in real time at any given time.

Mobile Research Shows Path to Purchase

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.

Mobility and Right in the Moment: Advantages of Mobile Research

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?

Composition of Effective Marketing Research Apps

Isn’t this what every researcher wants to know – The composition of effective marketing apps? Of course, now that the gift of technology provides us with every way possible in making time consuming, traditional methods into timely and unconventional ones, effectivity becomes the deal breaker.

One of the most competitive marketing research apps providers is Civicom. It has taken most of the needs of the researcher and the respondent into consideration and has made very convenient apps as a result.

As a researcher, they need to keep track of respondents. Their responses to the inquiries via recordings or sent messages have to be kept and stored as they formulate theories, solutions or come up with new ideas. Not only should they have easy access to it, but it should be easily organized.

As a respondent, in order for you to participate, you need convenience. You need the resource in order to respond instantaneously. On top of that, you need choices, choices of how you can reply to what is asked of you. The most popular way people interact nowadays is through their smart phones.

Companies have created apps available to anyone with a cellphone, of course the app is applicable to smart phones – both Android and iPhones. Researchers just need to post their queries for respondents to answer in through their phones.

To answer, they can record their thoughts, impressions or opinions in an audio diary as they go about their daily activities. To begin recording they simply need to press a button. In the same way they can upload videos, messages, documents or images helpful in the research. Each respondent’s recordings or interaction with the app are stored in their profiles according to the dates and times of postings. Each profile allows the researcher to tag keywords, highlight important ideas as they collect more and more data on a day to day basis.

When respondents reply, they can do it at any time of the day, for as many times as they wish without the need for the researcher’s participation. This software is so easy to use it is available to anyone with a mobile phone or land line. If the more people need to view the data collected, the researcher can easily invite others to view them online or form their smart phones.
Most of the features in this app is user-friendly and accessible enough for most people. Although that has been said, companies still has their technical support group ready to assist anyone, from anywhere with whatever technical issue they encounter with their mobile app – again with just the dialing of their number. The company has proactively focused on the convenience of both sides, to enhance effectivity and productivity.

Lather, Rinse, Repeat – Getting into the Shower and other Private Places with Mobile Qualitative

What does a bath puff have to do with mobile qualitative research?  
The message is that mobile qualitative can go anywhere you need to! There are tons of opportunities available to you right now to use mobile qualitative tools in your research projects, in almost any language, in almost any country.

Join Us!
Sign up for our Webinar “Lather, Rinse, Repeat: Getting into the Shower and other Private Places with Mobile Qualitative.” Tuesday, October 23, 5am EDT and 1pm EDT.  We’ll confirm your time zone so you’ll be sure not to miss this FREE telephone and online event.


This webinar is an invitation-only recap of the program we delivered at Marketing Research in the Mobile World.

Why Mobile Qualitative?

When faced with challenging ethnography assignments, mobile qualitative tools can be the perfect answer. With mobile, you can go where qualitative has never gone before! Practical examples of real world applications will include examples of how mobile qualitative tools have been used in unusual situations.

Learn More!

Sign up for our webinar on “Lather, Rinse, Repeat: Getting into the Shower and other Private Places with Mobile Qualitative,” Tuesday, October 23, 5am EDT and 1pm EDT. Limited Seats Available!


Learn More About How:

Mobile ethnography creates privacy options that free consumers

Mobile qual provides insights into repeat purchase decisions

  • Consumers open up when they are given control
  • Sentiment becomes clearer with mobile qualitative tools

Be Part of this FREE Learning Forum! 

Sign up for our FREE webinar on “Lather, Rinse, Repeat: Getting into the Shower and other Private Places with Mobile Qualitative,” Tuesday, October 23, 5am EDT and 1pm EDT. Limited Seats Available! 

Be part of our learning forum on understanding the importance of mobile tools and how to make them work for you!