MOBILE QUALITATIVE RESEARCH
Mobile qualitative research allows respondents to engage in a discussion session from their mobile phones through text (SMS) responses. Participants are able to send both text responses and images to respond to questions posed by a moderator. We are able to target both by constituency through the use of preset “panels” and by geography using GPS locators.
Over a period of days or weeks, participants respond to pre-written questions that are sent to them throughout the day. A mobile qualitative study can be a small as a traditional focus group (approximately 8-10 respondents) or as large as 100 respondents.
Mobile qualitative studies are highly customizable. They are particularly well-suited to project or track respondents’ behavior or reaction to events as they occur. Mobile qualitative allows us to test advertising regardless of location of respondent, with nearly immediate turn-around time. These kinds of studies allow respondents to quickly and easily log their behavior and day-to-day experiences.