Lately many online market research webinars, articles, and blog posts (including this one) are about mobile market research. It doesn’t require a lot of research to support this notion. A quick perusal of a few industry newsletters and plenty of data is at my fingertips. While there is no shortage of information on the topic, I started to wonder, is this just one of the latest buzz words, a passing trend perhaps? Or is it the new normal? As with most new innovations, time will tell.
In the meantime, like with all research methods, we need to make sure to use mobile market research for the right reasons. We should not choose this technique simply because it is new. We must choose it because it will uncover new insights, not just because it’s new methodology.
Before embarking, consider the following:
1. Will it offer an effective bridge to consumers?
2. Will it provide unique insights?
3. Will the results inform strategic decisions for clients?
In addition, don’t lose sight of the research objectives. Is mobile a technique that can be part of the solution? Neither researchers nor clients lack data; and neither want to end up with data that fails to answer the original objectives. We need to be sure that we are collecting data that is ultimately going to provide clients with actionable insights and help them make strategic decisions.
As I was posting this, I came across Paul Conner’s Greenbook blog post, The Newest Research Technologies Need Solid, Traditional Thinking Toward Their Use. He refers to what he calls the “purpose-process disconnect” and says, “new techniques are often chosen because they are new rather than because they address a specific, well-thought-out, reasonable set of criteria.” He goes on to say, “They are wonderful techniques, but let’s take the time to choose them correctly.” I couldn’t agree more.
Mr. Conner’s sentiment, along with the three factors I list above, can help us choose research methodologies for the right reasons. Once technique has been established, blending non-traditional methods with traditional ones will enhance the results and produce better solutions. Perhaps in the not too distant future this “non-traditional” research method will be as traditional as in-depth interviews.