Marketing Research delegates from Asia, Europe and North America were challenged to solve a complex marketing research problem using mobile research technology exclusively at a workshop organized by the Mobile Marketing Research Association (MMRA) for the Market Research in the Mobile World Asia Pacific Pre-Conference in Kuala Lumpur. The workshop, led by Marketing Research Services Global Leader Civicom, guided participants in designing a marketing research project solution using only mobile methodology.
Civicom was invited to lead the workshop given their expertise in mobile qualitative. The company is one of the pioneers in providing a reliable mobile solution for marketing research. Civicom’s Global Vice President of Marketing Research Services, Rebecca West, and the company’s Global Mobile and Online Qualitative Specialist, Amor de Castro, were the workshop leaders. To prepare the workshop attendees, the workshop leaders recapped the different mobile solutions available in the market, catering to quantitative, qualitative, hybrid and passive research applications.
Each group was faced with a unique research challenge to brainstorm, followed by their designing a project solution using only mobile methodology.
The “hands-on session: How to conduct a mobile research project from A to Z?” was an enriching group activity, as workshop attendees engaged in small groups with fellow researchers and technology providers from different countries. Each group was faced with a unique research challenge to brainstorm, followed by their designing a project solution using only mobile methodology. Researchers then reported on their proposed suite of mobile solutions and were vetted by their peers, as they defended the benefits of going mobile for their assigned research challenge.
At Market Research in the Mobile World in Kuala Lumpur Civicom presented a case study “Hot Roasted, and Intense: Getting to Why? In the Global Coffee Culture Through Mobile Qualitative,” which showcased the advantages of using Civicom InSitu Mobile Research mobile qualitative tools to overcome barriers in the use of mobile apps, smart phones and the mobile internet.
Civicom InSitu® Mobile Research gives marketing researchers the ability to get actionable insights into real world consumer behavior through respondents using mobile devices, smart phones, and even traditional land lines. Civicom also offers an iPad and iPhone App for mobile research. Civicom plays an active role as one of the founding members of the Mobile Marketing Research Association (MMRA).
Civicom believes in creating practical innovative technology solutions to make it possible for marketing researchers to reach a broader respondent base, as well as the opportunity to reach every person with a phone. The resulting insights are greatly valued as an integral part of the bigger picture of marketing research: reaching the right target market and sending the right message.