Oct 24, 2012
CiviCom MRS

Lather, Rinse, Repeat – A Webinar on Mobile Qualitative Research

Lather, Rinse, Repeat – A Webinar on Mobile Qualitative Research

Marketing Research Services Global Leader Civicom held a free webinar about Mobile Qualitative on October 23, Tuesday at 5am ET and 1pm ET. The session’s title was “Lather Rinse, Repeat –– Getting into the Shower and other Private Places with Mobile Qualitative” and showcased how Civicom InSitu® Mobile Research can take researchers to more places, topics and situations where they’ve never gone before. The webinar was an extended version of the presentation Civicom delivered at the Marketing Research in the Mobile World (MRMW) North America Event July 2012 in Cincinnatti.

Rebecca West, Civicom’s Global VP of Marketing Research Services, led the webinar as they zeroed in on mobile research case study where the research took place in an anusual scenario: while a respondent used a body wash in the shower. In the webinar, participants learnt how mobile qualitative takes researchers to the shower, the bedroom and other places that have been unimaginable in the past.

Mobile qualitative enables researchers to capture these moments in situations or scenarios deemed very private by the consumer. With mobile qualitative, sensitive topics can be openly discussed in a spontaneous monologue where a respondent can stay anonymous and attuned to his or her own thoughts. Mobile tools’ perceived anonymity brings researchers closer than ever to a respondent’s deeper thoughts and candid moments. This alternative way of data gathering brings about results from truly richer inputs derived from unadulterated and articulated thoughts in the moment.

In the webinar, researchers also learnt how Civicom manages the overwhelming amount of data collected during a mobile qualitative study. The webinar highlighted examples of mobile moments and showed how valuable data can be extracted for further analysis.

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. Civicom’s primary mobile solution is Civicom InSitu® Mobile Research which 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.

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