A recent study undertaken by the University of Michigan and the New School for Social Research finds that truth is most easily found in a text message – “texting may reduce some respondents’ tendency to shade the truth or to present themselves in the best possible light in an interview – even when they know it’s a human interviewer they are communicating with via text”. The researchers attribute this predominately to psychology—distance from the interviewer, and the absence of time constraints.
Access to candid responses is a big opportunity for market research. In our recent whitepaper – Opportunities for Mobile Research – we found that researchers are finding ways to capture new and deeper information from mobile phone users. And it’s not just texting psychology that offers opportunities—mobile phones are becoming smarter by the day, and each new technological capability provides research with new opportunities for data and information gathering:
- Applications: Market research applications can be loaded onto study participants’ smartphones, allowing for easy data collection.
- Photo and Video recording: Study participants can provide researchers with photos and videos, adding additional detail and candidness to a study.
- GPS: Locational information can tell Research where study participants travel and can be used to facilitate in-the-moment surveys.
- Mobile Web: Passive data collection methods use applications to track Internet and phone usage, showing Research which websites and applications mobile users access and when.
When starting a project, research doesn’t have to use just one of these mobile opportunities. Companies are finding success using several of mobile’s attributes in tandem to drive deeper insights.
After launching a new pilot vehicle, market research at GM put together a mobile platform study to collect feedback from early owners of the vehicle. A panel used a smartphone application to collect information including in-car/in-the-moment survey feedback on amenities and features, pictures and videos of how the car’s features were being used, and ethnographic video-interviews. GM, like others that have experimented with mobile, found that the technology allowed for increased richness of information and deeper customer understanding than they would have achieved with traditional web surveys.
MREB members, learn more information about GM’s process here.
Related member resources:
- Opportunities for Mobile Research
- Unlocking Insight from Social Media
- Illuminating the Unconscious: Using Neuroscience Techniques to Gain Deeper Insight