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Ericsson Internal | 2013-11-01 | Page 2
1930
DIs & Focus
Groups
A journey through time
2013 1980
Ethnography and
Semiotic approaches
accepted
1960 Motivational
research
Qualitative research has a much broader toolkit now than
ever before.
1990 Internet
mediated
research
Bulletin Boards
Online Groups
Digital Diaries
MROCs
Social Media
Neurological
…….
……..
2000-
Ericsson Internal | 2013-11-01 | Page 3
Our life's are now mobilized!
14 year old in India
At school In bed morning Early evening
During dinner
In bed Late evening
40% check
Facebook first thing
in the morning
6% check horoscopes
32% sent an
email from phone
while in toilets
30% use apps
while driving!
20 % chat before
going to sleep at night.
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 4
Our dilemma
Key
Performance
Indicators
? MISMATCH
HIGH CONSUMER
SATISFACTION SCORES
QUANTITATIVE
RESPONSES BASED ON RECALL,
EMOTIONS MUTED OVER TIME
QUALITATIVE
REDUCTION IN CHURN
Operational data
Passive metering
Transactional data
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 5
Boy meets girl, parents object to the marriage, family is torn apart
- a few fight scenes, dance routines later there is a happy ending.
Same old dance and song my friend!
Turning the traditional film formula on its head
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 6
a need to find a new script
Uncover THE TRUE IMPACT OF POOR
CONSUMER EXPERIENCE
ALL IN THE MOMENT
Ericsson Internal | 2013-11-01 | Page 7
vaibhav: Uncle wants to know what's our
experience with using 3G mobile internet!
rohit: Speeds are not as promised, and
connection breaks while indoor! Do you need
to know more?
My eureka moment! Learning qualitative research from a 12yr old
Ericsson Internal | 2013-11-01 | Page 8
So can we take research to the cloud?
30% OF TIME
SPENT ON
SMARTPHONE IS
ON CHAT APPS!
Whatsapp even bigger than Twitter
You need to invest in a mobile MROC!
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 9
Traditional
approach
In-depth
interviews
Our approach a blend of traditional and mobile
Incident
Reporting
Mobile App
Respondents pre-recruited
from depth interviews
Mobile Group
Chat
Cloud Apps
Same set of pre-recruited
respondents are invited
Respondents pre-recruited
based on screening criteria
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 10
› Custom Reporting Android App as an
incident reporting diary
› 8 questions
› Average time taken to complete: 2-3min
› Average of 2 responses per day
› 9-10 issues reported per week
› Qualitative tracking: Geolocation
› Ability to post responses in offline mode
› Attach images or open comments
› In-app notifications to ensure compliance
Incident reporting app
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 11
Whatsapp REPLACES FOCus groups
Ericsson Internal | 2013-11-01 | Page 12
In-depth
interviews
Cloud Group Chat Incident Reporting
Mobile App
The Outcome
Issues arose lot of
stress and frustration
among users
However rational
decision making took
over emotional
outburst, no action
taken!
Users exposed to
results from incident
reporting app
Consumers felt
trapped in the
relationship, see no
differentiation, with
opcos: low or no trust
on customer service
• Quite content with
current mobile
experience
• Low recall of issues
• High stated
satisfaction and
advocacy
Ericsson Internal | 2013-11-01 | Page 13
Not an alien environment;
What clicked for us?
Cost
RICH INSIGHTS
SPEED
Freemium MROC
35% reduction
No need for a
dedicated mobile
qual platform
On-demand insight
community generation
Reduction in travel and
set-up time
Target Difficult-to-
Reach Respondents
Expanding the data-collection
window; 2hr F2F-> 3 day
mobile project
Capture in-depth reaction to
actual events as they occur
Emotional Measurements and
causal relationship identified
Ericsson Internal | 2013-11-01 | Page 14
› Anonymity and privacy
› Inability to observe facial expressions and body language
› Moderation capabilities require comfort factor with devices
and technology.
› Device and connectivity issues may slow you down
› Limited Language support and target population as data
enabled smartphone users only
Some learning’s
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 15
› Imagine recruiting/screening on
the go! on-demand!
The future of cloud
› Emotional Measurements
› Hybrid approaches
› Studio in your pocket Explory- a
mobile
storytelling app
Polling via
cloud chat apps
Source: Ericsson ConsumerLab
Ericsson Internal | 2013-11-01 | Page 16
Are you WILLING to be the researcher who will
fill out your "toolbox" beyond merely traditional
approaches?
CLOUD IS A DEMOCRACY
AND ITS FOR EVERYONE!
APPS