Directions has been a strong advocate of mobile research for some years now, as it provides us with unparalleled observational insight capabilities. It essentially allows us to get up close and personal whilst maintaining a safe social distance!
It has unsurprisingly been a vital and heavily relied upon research methodology for us during the pandemic when face-to-face research could not take place. In recent months, we’ve employed our mobile App to explore how beauty regimes, DIY planning, meal preparation, shopping behaviour, and general wellbeing attitudes have shifted. It has enabled us to ‘live with’ research participants during the pandemic, in some cases over an 8 week period, and truly experience everyday events through their eyes.
It offers five key valuable benefits:
1. Delivers authentic and real insights as participants ‘record’ behaviour as it happens.
2. Enables us to be with participants 24/7 but without the bias of a researcher being present.
3. Allows us to consult with people across UK, even in remote areas.
4. Provides compelling multimedia footage to help bring research findings to life.
5. And finally it's great value for money!
We don’t claim that it is a complete replacement for field based ethnography, however our mobile approach enables us to capture rapid observational insights, provides us with a wealth of contextual documentary data, and gives research participants greater ability to engage in research on their own terms and when it suits them using their own voice.
We’re seeing the easing of lockdown restrictions this week; people are excited about venturing back out into society, but at the same time may be nervous about social interactions. In the current climate, mobile research has never been more relevant as it enables us to ‘accompany’ participants in their daily lives both inside and outside of the home and can provide an alternative way of engaging in research for those who are initially reluctant to commit to face-to-face approaches.
You may find it’s the perfect solution to answer questions such as how your customers are feeling now shopping in your stores, whether food choices are starting to shift as a result of easing restrictions, how hybrid working models may impact on people’s future wardrobes and beauty regimes etc. If you haven't already experienced our newly branded mobile App, then get in touch to find out more…