Mobile Qual – opening new ways to leverage Africa’s mobile first society - IKM & The Corporate Research Consultancy

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

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Mobile Qualitative Research: Innovative ways to leverage Africa’s mobile first society

Ilka Kuhagen and Corette Haf

Cape Town 5 November 2014

Project Good Dog

Individual Smartphone Diaries

4

Group Discussion Board

Mixed Multi-Screen Idea-Building

Approach followed

Immersive dive into dog owners’ lives

Immersive dive into dog owners’ lives

Identify problems to solve

Getting dirty, shedding, grooming

Reliable dog care

Barking

Chewing damage

Identify solutions found for problems

• Created own tool with stick and liver sausage

Training dog to heel when

walking

• Created feeding toy – water bottle containing biltong

Dog does not eat well

Dog Feeding Toy

Creative ideation mobile: SCAMPER

Co-creation of dog wash station in Germany

Mini-communities can be very

effective with mobile

diaries!

Differences between face-to-face and mobile/ online: Questions

Can explain during process

Ask one question – and ask follow up question later

Can repeat most important info

Can play with voice

Very clear and detailed

Say it short – but explain enough

Split-up follow-up questions

All info needs to go into the question

Instructions below question

Highlight most important parts:

Use colors, underline, bold

Pretest & Improve q‘s after first entries

Differences between face-to-face and mobile/ online: Process

Repeat rules during process

Affirm positive participation

Motivate to build on other ideas

Ask for more

Repeat rules in the question

Affirm positive participation - early on

Use dummy respondent

Email:

All important information goes into the first email with their logins

Reminder emails

Alerts

Differences between face-to-face and mobile/ online: Probes

No need to probe

But: Motivate to build on others

Motivate to extend

Ask for more detail

Need to better understand

Use all who have answered this question

but not too often

When you want to get more ideas around one topic

When you want others to see that specific post and to motivate and direct the respondents to build on it

To give an example of how you want this to be answered – shift gears if needed

Question yourself!

Would I be prepared to do what I’m asking my

participants to do?

Could my mum understand and respond to the

questions, activities and discussions that I am setting?

Have I avoided technical jargon and used plain English?

Have I made it clear when I want them to discuss, and

when I just want them to share a picture?

Have I given my participants enough time to do what I

want them to do?

Am I valuing my participants time and would I accept the

same reward if it were me?

Am I ready and prepared to get to know my participants

personally?

Source: http://dubishere.com

Speakers contact information

Corette Haf Corporate Research Consultancy (Cape) CC P O Box 651 Malmesbury 7299 South Africa Tel.: +27(0)82-5665055 E-Mail: corette@qualonline.co.za Skype: corette.haf

Ilka Kuhagen IKM Ludwig-Ganghoferstr.33 D-85551 Kirchheim b. München Deutschland Tel.: +49(0)89-90468300 E-Mail: ilka.kuhagen@ikmarketing.de Skype: ilkakuhagen

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by