mobile in mrocs: towards the next frontier in market research (by filip de boeck)
TRANSCRIPT
Mobile in MROCs: Towards the Next Frontier
in Market Research
Filip De Boeck
Managing Partner
@filip_deboeck
From wikipedia: Qualitative researchers aim to gather
an in-depth understanding of human
behavior and the reasons that govern
such behavior. The qualitative method
investigates the why and how of
decision making, not just what, where,
when.
MRMW
Qualitative researchers aim to gather an in-depth understanding
of human behavior and the reasons that govern such behavior.
The qualitative method investigates the why and how of decision
making, not just what, where, when.
It’s about digging deep.
MRMW
Qualitative researchers aim to gather an in-depth understanding
of human behavior and the reasons that govern such behavior.
The qualitative method investigates the why and how of decision making, not just what, where, when.
MRMW
1. Reflective probing
2. Social currency
3. The social pressure
4. Crowd interpretation
Communities benefits:
“People that use Facebook on their mobile devices are twice as active on
Facebook than non-mobile users”
It’s almost like the facebook model.
MRMW
• Mobile = personal & contextual
• Mobile data = visual & quick
• Mobile & MROCs: friends with
benefits
• MROC’s enrich the data, create
social currency and boost
engagement
Wrap-up