Front Row™ interviews show that basing product decisions only on respondent recall can lead companies down a path of wasted marketing money and potential product failure.
Greenwich, CT USA (PRWEB) June 30, 2014
Civicom Marketing Research Services shared the power of mobile qualitative at IIeX Atlanta 2014 through introducing its marketing research tool Front Row™ in a presentation called “Qualitative Research Goes Mobile.”
The talk was delivered by Global Vice President of Marketing Research, Rebecca West, and Senior Account Manager, Jack Campisi. They showed participants the potential of mobile qualitative interviews in real-time, and how the results deliver insights that go beyond recall and get to the heart of what consumers really do when their live behavior is observed in real time. Insights collected in real time can enable researchers to find the insights that make a difference.
Mobile Qualitative Research --- More Than Just an Interview
“Qualitative Research Goes Mobile” showcased an interview conducted by a researcher from the comfort of his own office, while interviewing the respondent in her own environment. This can be done even if such an environment is halfway around the world.
The example presented showcased how a respondent first explained through a moderator’s probing and the respondent’s personal recall their procedures for handling stain removal on clothing. However once the moderator moved the respondent to a live Front Row™ mobile interview to demonstrate the respondent’s self-reported stain removal process, it turned out that the respondent in real time engaged in a much different stain removal process, using products not mentioned during the recall portion of the web-enabled interview. This was an ‘ah-ha’ insight for the researcher, with great value to the study sponsor. The lesson learned from Front Row™ interviews is that people do not always do what they say they do, thus basing product decisions only on respondent recall can lead companies down a path of wasted marketing money and potential product failure.
Attendees were excited that through the use of smart phones and tablets research study participants can now be observed as they go about their daily routines. The researcher gets to see the actual product brands that the subject uses at home without the expense and intrusion of being in the home with the respondent and potentially influencing behavior. During “Qualitative Research Goes Mobile,” marketing researchers were able to appreciate, more than ever, the power of mobile qualitative research to save brands from self-destruction through incorrect research conclusions.
Civicom was also a Gold Sponsor of IIeX Atlanta 2014.
About Insight Innovation eXchange Atlanta 2014
IIeX Atlanta 2014 was held June 16-18 at the Georgia Tech Hotel and Conference Center in Atlanta, GA. The 3-day conference featured the potential of emerging technologies that can be applied to marketing research. Participants were able to take home key concepts in thought leadership, collaboration and networking. IIeX Atlanta attendees were very receptive to the overall feel of the event. As one guest remarked, "This was an interesting and engaging conference with an upbeat and positive atmosphere throughout. We’ve all been to so many conferences, often boring, often with less stellar results. The atmosphere at IIeX has so much energy. The degree of work behind it is very evident. Thanks for creating something that is definitely worth being a part of.”
About Civicom Marketing Research
Civicom Marketing Research is a global innovator in qualitative research tools using the latest technology solutions for marketing research. The company works hand in hand with market research firms, facilitating telephone and web-based IDIs and Focus Groups using Civicom CyberFacility® to enable projects to have extensive, global reach. Front Row™ for mobile qualitative interviews is Civicom’s latest service.
Civicom operates globally in 96 countries and offers extensive translation services for marketing researchers, as well as transcriptions through TranscriptionWing™, and respondent recruiting through CiviSelect™.
To learn more, email Civicom® at mailto:email@example.com or call +1-203-413-2423