Download - Taking Qualitative Research to the Cloud - Ericsson Consumerlab

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

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Jasmeet Sethi Regional Head- Ericsson Consumerlab

TAKING QUALITATIVE RESEARCH TO THE CLOUD

Ericsson Internal | 2013-11-01 | Page 2

1930

DIs & Focus

Groups

A journey through time

2013 1980

Ethnography and

Semiotic approaches

accepted

1960 Motivational

research

Qualitative research has a much broader toolkit now than

ever before.

1990 Internet

mediated

research

Bulletin Boards

Online Groups

Digital Diaries

MROCs

Social Media

Neurological

…….

……..

2000-

http://www.brandautopsy.com/site/wp-content/uploads/2013/08/Dichter_post.jpg


Our life's are now mobilized!

14 year old in India

At school In bed morning Early evening

During dinner

In bed Late evening

40% check

Facebook first thing

in the morning

6% check horoscopes

32% sent an

email from phone

while in toilets

30% use apps

while driving!

20 % chat before

going to sleep at night.

Source: Ericsson ConsumerLab


Our dilemma

Key

Performance

Indicators

? MISMATCH

HIGH CONSUMER

SATISFACTION SCORES

QUANTITATIVE

RESPONSES BASED ON RECALL,

EMOTIONS MUTED OVER TIME

QUALITATIVE

REDUCTION IN CHURN

Operational data

Passive metering

Transactional data



Boy meets girl, parents object to the marriage, family is torn apart

- a few fight scenes, dance routines later there is a happy ending.

Same old dance and song my friend!

Turning the traditional film formula on its head


http://www.indicine.com/img/2013/01/DDLJ-900-Weeks.jpg

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5mduMXlEBiP2MM&tbnid=4M2oBn8dlJyiSM:&ved=0CAUQjRw&url=http://phimhd.vn/quoc-gia/an-do/trang-8.html&ei=riGDUs2kFYi4rAfKyICADQ&bvm=bv.56343320,d.dGI&psig=AFQjCNFExxXfO2wwFKQyFmz9c9LaMUGzPA&ust=1384411920739545


a need to find a new script

Uncover THE TRUE IMPACT OF POOR

CONSUMER EXPERIENCE

ALL IN THE MOMENT


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?

My eureka moment! Learning qualitative research from a 12yr old

https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=YYDT9DVGGeSf1M&tbnid=KOpKf2EaqdWrWM:&ved=0CAUQjRw&url=https://play.google.com/store/apps/details?id=com.whatsapp&ei=htiwUfv7MYePrQerlIGYCg&bvm=bv.47534661,d.bmk&psig=AFQjCNFKWKi-MzrVJebl3_vXndJCSTTq3g&ust=1370630651964132


So can we take research to the cloud?

30% OF TIME

SPENT ON

SMARTPHONE IS

ON CHAT APPS!

Whatsapp even bigger than Twitter

You need to invest in a mobile MROC!



Traditional

approach

In-depth

interviews

Our approach a blend of traditional and mobile

Incident

Reporting

Mobile App

Respondents pre-recruited

from depth interviews

Mobile Group

Chat

Cloud Apps

Same set of pre-recruited

respondents are invited

Respondents pre-recruited

based on screening criteria



› 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 compliance

Incident reporting app



Whatsapp REPLACES FOCus groups

https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=YYDT9DVGGeSf1M&tbnid=KOpKf2EaqdWrWM:&ved=0CAUQjRw&url=https://play.google.com/store/apps/details?id=com.whatsapp&ei=htiwUfv7MYePrQerlIGYCg&bvm=bv.47534661,d.bmk&psig=AFQjCNFKWKi-MzrVJebl3_vXndJCSTTq3g&ust=1370630651964132


In-depth

interviews

Cloud Group Chat Incident Reporting

Mobile App

The Outcome

Issues arose lot of

stress and frustration

among users

However rational

decision making took

over emotional

outburst, no action

taken!

Users 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

• Quite content with

current mobile

experience

• Low recall of issues

• High stated

satisfaction and

advocacy


Not an alien environment;

What clicked for us?

Cost

RICH INSIGHTS

SPEED

Freemium MROC

35% reduction

No need for a

dedicated mobile

qual platform

On-demand insight

community generation

Reduction in travel and

set-up time

Target Difficult-to-

Reach Respondents

Expanding the data-collection

window; 2hr F2F-> 3 day

mobile project

Capture in-depth reaction to

actual events as they occur

Emotional Measurements and

causal relationship identified


› 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

Some learning’s



› Imagine recruiting/screening on

the go! on-demand!

The future of cloud

› Emotional Measurements

› Hybrid approaches

› Studio in your pocket Explory- a

mobile

storytelling app

Polling via

cloud chat apps


http://thenextweb.com/apps/2013/10/24/explory-multimedia-storytelling-app-creators-flash/f-120/


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!

APPS


So lets write the next blockbuster script!

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore