Greenwich, CT USA, May 18, 2015. Civicom Marketing Research Services a leading global marketing research company, will feature Civicom FrontRow™ – the latest among the its selection of mobile qualitative solutions – in a webinar entitled, “Mobile Ethnography – Observe Respondent Behavior Live in Real Time with Civicom FrontRow™.”
Companies are increasingly interested in how their mobile app is used, and if it results in new business. Understanding app usability has become key.
Civicom is known for being one of the industry’s trailblazers when it comes to making use of the latest in mobile telecommunications technology to offer the most practical set of tools for research applications. And Civicom FrontRow™ is an exciting new service that gives researchers the best “in the moment” experience for researchers and their clients.
Best Seat in the House
Civicom Front Row™ establishes a real time online, audiovisual platform for conducting live research. The researcher engages in the interview from their own mobile device, or computer, via Civicom audio and web technology. The respondent joins the interview from their mobile device, such as their smartphone or tablet, and engages in an activity directed by and observed by the moderator. The result is live, two-way interviews between the respondent and the researcher, where the researcher is able to see the respondent engage in activities, rather than just viewing the respondent’s face through a webcam. The respondent is in the location designated for the activity; the moderator is anywhere the moderator wants to be, because they are observing the respondent activity remotely. Observers can be anywhere, because all they have to do is dial in and log in.
For example, in a study about personal care brand preference, the interviewer can actually view in real time, along with the respondent, what products are in the respondent’s bathroom cabinet or shower, and also in real time, ask the respondent questions about those products. The resulting data from this kind of setup can leads to a clear understanding of how a particular product fits into the consumer’s personal care regimen. In another example, an interviewer can observe how a consumer is interacting with a stain remover product while using it to remove a stain. The interview can ask questions while watching, and the respondent can answer them. This provides valuable insight into how a product is actually being used.
Civicom Front Row™ enables multiple interviews to be accomplished in one day. In addition, clients can watch streaming media files of the respondent activities, and show these in meeting groups when there is a need to further understand what consumers actually do with a product. Interview clips can also be strung together to show a group of consumers engaging in behaviors that are responses to researcher’s questions.
Civicom Front Row™ opens up a whole new world of what can be accomplished on a global level. The technology is dependent only on respondent bandwidth. As a result, it can be used in almost any country, and in any language. Researchers can be located across the world from their respondents, who might be in multiple countries in the same study.
Attendees at the webinar will be able to see that “mobile ethnography” can be a more effective alternative than deploying a videographer team to document consumer behavior through an in-home ethnography experience. Researchers understand that what happens when a live ethnography team enters a home with a video crew, it is impossible to fully overcome the issue of intrusion. In addition, when a video crew and a researcher show up at the door, the respondent no longer acts normally. Behavior is undoubtedly influenced by the presence of others asking questions and recording the activity. Civicom FrontRow™ interviews are much less intrusive because there is no one present on site with the respondent. Respondents act much more naturally. The whole process is also much quicker and less time consuming and less expensive.
The “Mobile Ethnography – Observe Respondent Behavior Live in Real Time with Civicom FrontRow™” webinar will be presented on the following dates and times:
May 19 at 11AM PT and 2PM ET
May 21 at 6PM PT and 9PM ET (Spanish Version)
May 22 at 9AM Singapore
About Civicom Marketing Research
Civicom Marketing Research Services is a global innovator in qualitative research tools using the latest technology solutions for marketing research. The company works hand in hand with market research firms, facilitating marketing research projects both locally, as well as those with extensive global reach.
Civicom Marketing Research Services offers many options to enhance the research process for marketing research professionals. Civicom is the global leader in facilitating telephone and web-enabled IDIs and Focus Groups using Civicom CyberFacility®. Civicom also offers Civicom Chatterbox®, an online community platform that operates globally, and Civicom InSitu® Mobile Research, a qualitative tool for audio diaries and patient journeys.
Civicom operates in over 96 countries and offers extensive translation services for marketing researchers, as well as transcription services through TranscriptionWing™, and respondent recruiting through CiviSelect™. All of these services are available in Spanish, as well as English.
Civicom Marketing Research chooses to be as dynamic as it is innovative; always listening to and acting on clients’ ideas and requests as they see fit. This kind of relationship has paved the way for the development and rollout of new services.