Neues Buch von Mafolution Blogger Edward Appleton: In the Moment. Perspectives on Mobile Market Research.

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Der Mafolution Gastautor Edward Appleton hat eine Fachbuch über „Mobile Research“ geschrieben. Für die Mafolution gibt es eine Leseprobe aus dem letzten Kapitel.

Mobile Marktforschung ist in aller Munde – aber wie bedeutend ist sie wirklich im Forschungsalltag? Edward Appleton hat das Thema unter die Lupe genommen, um eine Antwort auf die Frage – „Mobile Mafo – eher Hype, oder begründete Aufregung?“ – zu geben.

Das Ergebnis seiner Forschung hat er in einem neuem Buch veröffentlicht „In The Moment. Perspectives on Mobile Market Research“. Das Buch beinhaltet zahlreiche Interviews mit Experten weltweit, aktuelle Fallbespiele, Zahlen und Fakten aus dem Sekundärbereich, sowie ein Kapitel über das optimale Studiendesign für eine mobile Umfrage. Im letzten Kapitel geht er auf die Frage ein: wenn Mobile Datenerhebung offenbar eine klare Rolle im multimodalen Forschungsansatz einnehmen kann und soll, warum ist die Akzeptanz und Nutzung von mobile anscheinend so schleppend?

Ein zentraler Aspekt sieht er im Studiendesign: zu häufig werden für das Laptop konzipierte Online Studien (lang, komplexer Aufbau, viele Grids….) eins-zu-eins auf Mobil übertragen – ein fataler Fehler. Mobiles Forschen fordert ein neues Denken im Studiendesign, so Appleton. Hier dazu ein Auszug aus dem letzten Kapitel:


“Mobile Survey Experience – How Optimize?

Mobile is a fleeting medium, and closely linked to Social Media – mobile users jump from one activity, one App, to the next very quickly. We don’t dwell for long on any one thing in the way we might say a printed newspaper article (remember them?) or a book.

Research design needs to mimic mobile usage habits – and as mobile behavior usage changes, we need to move in synch.

“Keep it short” is the most important guideline for any mobile design. Mobile is eminently well suited to the micro-survey. Google Consumer Surveys is a natural for mobile MR, as no doubt they are aware. Optimal survey length: estimates range from between 3 – 10 minutes. Anything above that needs very careful preparation – to ensure participants don’t break off. If your Research Brief stipulates multiple knowledge needs, but mobile makes sense as a medium, consider “chunking” – breaking a larger survey into multiple micro-surveys, each lasting possibly no longer than 5 minutes. Ask your provider to cost-it-out for you, challenge them not to add cost just because of this chunking.

An interesting side-benefit of forcing oneself to think “shorter survey” is the need to focus on a very few, relevant questions – in contrast to common online survey practice, which often forces participants to answer all sorts of questions with little or no relevance for them. This can actually improve data quality and accuracy – respondent fatigue is diminished radically. Research conducted by TNS suggests that shorter surveys, such as those conducted on mobile, can have a higher predictive validity by focusing on fewer, more relevant questions and by removing questions that have low or no correlation to actual behaviour.

Mobile could be a Trojan horse – encouraging us to address legacy designs, abandon our willingness to ask any amount of questions with little true regard for respondent engagement levels, and embrace “short-is-sweet” as a mobile benefit. Alongside the need to keep it short, mobile surveys are best when fun, playful. The medium is often used socially, for entertainment purposes – MR needs to mimic that, especially if we wish to reach out to people who would otherwise maybe reject participating in a survey.

Soft, cost-neutral gamification techniques should be explored – leader boards, introducing “rules”, framing tasks as fun activities that reveal context, for example. To recap Revelation’s example: asking respondents to record and share their “cake moments” will likely yield richer insights than simply asking people what they like about cake.

Question wording is another important issue – researchers need to make an extra effort to be crystal clear, and using as few words as possible in the process. Fancy yourself as a part-time poet? Try your hand at mobile questionnaire design. Complex routing is inadvisable. Reminding people of something they may have said a few minutes ago may cause the mental shutters to come down.”

Autor: Edward Appleton, In the Moment. Perspectives on Mobile Market Research. 2014.

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