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Saturday, 28 November 2015

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The next big small thing in fieldwork


Great article. I think that the opportunity for mobile is huge as pointed out, but I think we need to totally rethink how research is conducted on mobile to yield real insight. It's not just a case of finding a new channel to push surveys, but a whole new way to unearth insight. It's not even about just pushing surveys that are short either. I believe we can get the same level of data/insight out of a 25 minute survey when it's chunked and served up in small bursts of activity that intuitively taps into the way people use their phones already. It's the total integration of qual and quant approaches too, not either/or. If we think about everything from the point of the user, not the researcher we can make the most out of what mobile offers.

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