Mobile penetration and the adoption of smart phones have expanded to the point where it is possible to conduct a broad spectrum of market research in Canada using mobile phones.
Greenwich, CT (PRWEB) May 15, 2014
Civicom Marketing Research Services continues to spread the word on the booming influence of mobile research as the company led two engaging workshops entitled, “Conducting Mobile Projects Successfully from A to Z.” The Marketing Research and Intelligence Association (MRIA) of Canada, Prairie Chapter, hosted Civicom for the workshops that took place in Regina, Saskatchewan on May 6, 2014 and in Winnipeg, Manitoba on May 7, 2014. Each session cultivated gripping conversation about the ever-growing mobile research industry.
Grasping the Possibilities of Mobile Research
Insights harvested during the workshops revealed that the percentage of the population that are mobile users is constantly expanding, both globally and specifically in Canada. “Mobile penetration and the adoption of smart phones have expanded to the point where it is now possible to conduct a broad spectrum of market research in Canada using mobile phones,” says Annie McDannald, a Civicom Senior Account Manager, who co-led the workshops.
Civicom’s global expertise provided valuable learnings about the capabilities and challenges with international research needs. Some Canadian researchers readily identify mobile research as a quantitative solution, while others view the potential for qualitative data collection. While mobile research methodologies are readily available for both quantitative and qualitative needs, a key take-away learning was becoming aware that not all mobile research tools are able to deliver the same results. One of the most important things a researcher can do is to know from the start the balance they want in collecting both quantitative and qualitative data. This enables researchers to more readily identify the approach that is needed and what they can expect from the mobile tools they use during the course of a project.
Gathering Invaluable In-The-Moment Insights
One of the hot topics discussed repeatedly, was the versatility that mobile research provides for in-the-moment revelations. Reaching respondents in the precise moment that influences decisions as they are made has never been more organically possible than it is today. Mobile devices are proving to be an ever-present extension of a person, providing a window to peek into nearly any moment of respondents’ daily lives.
Growing into the Future of Mobile
Advancements in mobile research technology are surfacing every day. Civicom has recently unveiled Civicom Front Row, allowing for live, two-way remote interviews directly from a respondent smart phone or tablet. Utilizing tools such as Geolocation, Geofencing, and barcode scanning is becoming more frequent. New, cutting edge advancements are being developed that continue to tantalize researchers’ imaginations. Haptic technology, wearable electronics, screenless displays, and more technical evolutions elevate the realm of possibility in how we will be able to innovate mobile research methodologies in the future.
A primary theme of the workshops was the growing concern over ethical and privacy guidelines as they pertain to mobile research and data. The geographic location where respondent data is hosted is becoming a primary theme. Civicom strongly believes that now is the time for defining how to protect researchers and respondents alike amidst the changing tide of the marketing research industry.
Civicom Marketing Research Services continually strives to be on the cutting edge of mobile research. The level of excitement surrounding the numerous mobile developments keeps the research world eager to see what the future brings.
To learn more, email Civicom at inquire(at)civi(dot)com or call +1-203-413-2403.