November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
Mobile Qualitative Research: Innovative ways to leverage Africa’s mobile first society
Ilka Kuhagen and Corette Haf
Cape Town 5 November 2014
Project Good Dog
Individual Smartphone Diaries
4
Group Discussion Board
Mixed Multi-Screen Idea-Building
Approach followed
Immersive dive into dog owners’ lives
Immersive dive into dog owners’ lives
Identify problems to solve
Getting dirty, shedding, grooming
Reliable dog care
Barking
Chewing damage
Identify solutions found for problems
• Created own tool with stick and liver sausage
Training dog to heel when
walking
• Created feeding toy – water bottle containing biltong
Dog does not eat well
Dog Feeding Toy
Creative ideation mobile: SCAMPER
Co-creation of dog wash station in Germany
Mini-communities can be very
effective with mobile
diaries!
Differences between face-to-face and mobile/ online: Questions
Can explain during process
Ask one question – and ask follow up question later
Can repeat most important info
Can play with voice
Very clear and detailed
Say it short – but explain enough
Split-up follow-up questions
All info needs to go into the question
Instructions below question
Highlight most important parts:
Use colors, underline, bold
Pretest & Improve q‘s after first entries
Differences between face-to-face and mobile/ online: Process
Repeat rules during process
Affirm positive participation
Motivate to build on other ideas
Ask for more
Repeat rules in the question
Affirm positive participation - early on
Use dummy respondent
Email:
All important information goes into the first email with their logins
Reminder emails
Alerts
Differences between face-to-face and mobile/ online: Probes
No need to probe
But: Motivate to build on others
Motivate to extend
Ask for more detail
Need to better understand
Use all who have answered this question
but not too often
When you want to get more ideas around one topic
When you want others to see that specific post and to motivate and direct the respondents to build on it
To give an example of how you want this to be answered – shift gears if needed
Question yourself!
Would I be prepared to do what I’m asking my
participants to do?
Could my mum understand and respond to the
questions, activities and discussions that I am setting?
Have I avoided technical jargon and used plain English?
Have I made it clear when I want them to discuss, and
when I just want them to share a picture?
Have I given my participants enough time to do what I
want them to do?
Am I valuing my participants time and would I accept the
same reward if it were me?
Am I ready and prepared to get to know my participants
personally?
Source: http://dubishere.com
Speakers contact information
Corette Haf Corporate Research Consultancy (Cape) CC P O Box 651 Malmesbury 7299 South Africa Tel.: +27(0)82-5665055 E-Mail: [email protected] Skype: corette.haf
Ilka Kuhagen IKM Ludwig-Ganghoferstr.33 D-85551 Kirchheim b. München Deutschland Tel.: +49(0)89-90468300 E-Mail: [email protected] Skype: ilkakuhagen
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by