Research on Research: Comparing Online and Mobile Participation in Discussion Boards
Mobile advancements and mass market adoption has generated a fast evolution of new capabilities in Online Qualitative Market Research. With these rapid advancements, there are many questions on how it impacts current online research. Similar to the adoption of online methodologies over a decade ago, we are now seeing a need for verification to validate the methodology holistically. itracks took a Research on Research approach leading to a formal study comparing online (computer) and mobile participation in discussion boards.
A summary of the findings was presented at the recent MRMW North America conference in Minneapolis. The presentation compared online and mobile device participation statistics on moderator, client observer and respondent posts; video posts; and usage trends. A case study illustrating how mobile research techniques were used to improve user engagement and research insights will be presented. The key take-away points include:
– Types of studies and population segments better suited for mobile methodologies
– Qualitative mobile technology trends
– Research best practices that embrace a mobile world
– Recommendations on improving user engagement and research insights