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Taking Qualitative Research to the Cloud - Ericsson Consumerlab

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  1. 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  2. 2. Platinum SponsorMedia SponsorsAssociation Partners
  3. 3. TAKING QUALITATIVE RESEARCH TO THE CLOUD Jasmeet Sethi Regional Head- Ericsson Consumerlab
  4. 4. A journey through time Ethnography and Semiotic approaches acceptedDIs & Focus GroupsMROCs Social Media Neurological . ..1930 1960 1980 1990 2000Motivational researchInternet mediated research2013Bulletin Boards Online Groups Digital DiariesQualitative research has a much broader toolkit now than ever before. Ericsson Internal | 2013-11-01 | Page 2
  5. 5. Our life's are now mobilized! 40% check Facebook first thing in the morning6%32% sent an20 % chat beforeemail from phone while in toiletsgoing to sleep at night.check horoscopes30% use apps while driving!14 year old in IndiaIn bedmorningSource: Ericsson 2013-11-01 | Page 3 ConsumerLab Ericsson Internal |At schoolEarly eveningDuring dinnerLate eveningIn bed
  6. 6. Our dilemma QUANTITATIVEPassive meteringTransactional dataHIGH CONSUMER?SATISFACTION SCORESQUALITATIVERESPONSES BASED ON RECALL, EMOTIONS MUTED OVER TIMEMISMATCH Key Performance Indicators Operational data Source: Ericsson ConsumerLab Ericsson Internal | 2013-11-01 | Page 4REDUCTION IN CHURN
  7. 7. Same old dance and song my friend! Boy meetsthe traditional film formula on its head torn apart Turning girl, parents object to the marriage, family is - a few fight scenes, dance routines later there is a happy ending.Source: Ericsson| ConsumerLab 5 Ericsson Internal 2013-11-01 | Page
  8. 8. a need to find a new script Uncover THE TRUE IMPACT OF POOR CONSUMER EXPERIENCEEricsson Internal | 2013-11-01 | Page 6ALL IN THE MOMENT
  9. 9. My eureka moment!Learning qualitative research from a 12yr old vaibhav: Uncle wants to know what's our experience with using 3G mobile internet!rohit: Speeds are not as promised, and connection breaks while indoor! Do you need to know more?Ericsson Internal | 2013-11-01 | Page 7
  10. 10. So can we take research to the cloud? You need to invest in a mobile MROC! 30% OF TIME SPENT ON SMARTPHONE IS ON CHAT APPS!Whatsapp even bigger than Twitter Source: Ericsson| ConsumerLab 8 Ericsson Internal 2013-11-01 | Page
  11. 11. Our approacha blend of traditional and mobileTraditional approach In-depth interviewsRespondents pre-recruited based on screening criteriaSource: Ericsson| ConsumerLab 9 Ericsson Internal 2013-11-01 | PageIncident Reporting Mobile AppRespondents pre-recruited from depth interviewsMobile Group Chat Cloud AppsSame set of pre-recruited respondents are invited
  12. 12. Incident reporting app Custom Reporting Android App as an incident reporting diary 8 questions Average time taken to complete: 2-3min Average of 2 responses per day 9-10 issues reported per week Qualitative tracking: Geolocation Ability to post responses in offline mode Attach images or open comments In-app notifications to ensure complianceSource: Ericsson| ConsumerLab 10 Ericsson Internal 2013-11-01 | Page
  13. 13. Whatsapp REPLACES FOCus groupsEricsson Internal | 2013-11-01 | Page 11
  14. 14. The Outcome In-depth interviewsIncident Reporting Mobile AppQuite content with current mobile experienceIssues arose lot of stress and frustration among usersLow recall of issuesHigh stated satisfaction and advocacyHowever rational decision making took over emotional outburst, no action taken!Ericsson Internal | 2013-11-01 | Page 12Cloud Group ChatUsers exposed to results from incident reporting app Consumers felt trapped in the relationship, see no differentiation, with opcos: low or no trust on customer service
  15. 15. What clicked for us? Reduction in travel and set-up timeFreemium MROC No need for a dedicated mobile qual platformCostSPEEDOn-demand insight community generation35% reduction Not an alien environment;RICH INSIGHTSExpanding the data-collection window; 2hr F2F-> 3 day mobile project Ericsson Internal | 2013-11-01 | Page 13Target Difficult-toReach RespondentsCapture in-depth reaction to actual events as they occurEmotional Measurements and causal relationship identified
  16. 16. Some learnings Anonymity and privacy Inability to observe facial expressions and body language Moderation capabilities require comfort factor with devices and technology. Device and connectivity issues may slow you down Limited Language support and target population as data enabled smartphone users only Source: Ericsson| ConsumerLab 14 Ericsson Internal 2013-11-01 | Page
  17. 17. The future of cloud Imagine recruiting/screening on the go! on-demand! Emotional Measurements Polling via cloud chat apps Hybrid approaches Studio in your pocket Source: Ericsson| ConsumerLab 15 Ericsson Internal 2013-11-01 | PageExplory- a mobile storytelling app
  18. 18. Are you WILLING to be the researcher who will fill out your "toolbox" beyond merely traditional approaches?CLOUD IS A DEMOCRACY AND ITS FOR EVERYONE! APPSEricsson Internal | 2013-11-01 | Page 16
  19. 19. So lets write the next blockbuster script!Ericsson Internal | 2013-11-01 | Page 17
  20. 20. Platinum SponsorMedia SponsorsAssociation Partners
  21. 21. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
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