MyInsights is an intuitive, low cost market research platform for qualitative research and mobile ethnography. Participants can capture their thoughts, feelings, experiences and habits in the right moment and place, whether it is at home or on-the-go. In MyInsights, participants can submit text messages, photos, videos and audio fragments, can complete diary tasks, vote in a poll topic, participate in short surveys and set up real-time private/group disussions.
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MYINSIGHTS MOBILE ETHNOGRAPHY
We understand that sometimes all your qualitative projects receive the green light at once,
which means you need to be able to have projects up and running the same or next day. Our
platform is incredibly user-friendly, not only for research participants but also for
moderators and observers.
Should you have any questions, we're always here to help. Feel free to reach out to us at firstname.lastname@example.org or use our contact form.
Mobile ethnography encompasses many different ways of doing qual research. Some projects
run for one or two weeks, others last months or even years!
In any case, it will lead to a better understanding of how consumers think, how they act, how they use products and services or what barriers might exist to use a certain product or service. Mobile qual will let you dig deeper into consumers lives and will enrich your reporting.
A mobile diary project can be done 'on its own', to better understand consumer habits,
rituals and feelings. It's also a good preparation before your actual fieldwork.
While you want to keep an open mind as a researcher, it's also nice to be prepared and to get to know the consumers before seeing them in an IDI or focus group. This allows you to dig even deeper and clarify certain things, that otherwise might have gone unnoticed or lost.
Pre & post tasking
Pre tasking can be done, when you need a little more insight into the feelings towards
certain brands, their purchases or other relevant information of your research
participants, before your IDI's or focus group.
On the other hand, don't you ever wonder how much participants can remember about a TVC two weeks after the fieldwork is completed, and if they still feel the same way about their willingness to buy a product? You can use post tasking to find that out!
Just like during your face to face fieldwork, sometimes you want to do a head count, just
to get a quick overview of the general feeling about a commercial, product or brand. You
can do that with the 'poll topic' in MyInsights.
You can show a TVC, a still, or proposition or ask a question in general and get participants to vote and if needed, explain why they voted this way. You may let participants discuss the poll results. This is entirely up to you though, and based on the settings you choose in your project.
With MyInsights, you can set up your project in such a way that you can map the path to
purchase. You can, for instance, make use of surveys that stay available to let
participants keep track of every touchpoint they have with the product or service.
Get a better understanding of all the touchpoints, triggers and barriers there are to buy the product. Let participants capture what triggers them to make the actual purchase.
The strict separation between quantitative and qualitative is long gone! We completely
understand the need for a survey in your qual project, especially with the large numbers of
participants in your mobile qual projects.
You can ask single choice questions, multiple choice questions, open ended questions, likert, date/time and photo/video/audio questions. Of course, it's also possible here to show stills, video or other multi-media that you want to use in your project.
Advantages of MyInsights for Mobile Ethnography
MyInsights offers several advantages over traditional ethnographic research methods, leveraging the ubiquity and capabilities of mobile devices to enhance the depth and richness of insights.
Real-Time and Contextual Understanding
Mobile ethnography enables researchers to capture real-time data in the natural context of participants' lives. This provides a more authentic and immediate understanding of behaviors, preferences, and experiences.
Participants can contribute insights from various locations, allowing researchers to gather data across diverse geographic settings. This flexibility is particularly valuable for studying behaviors and trends that may vary across regions.
Rich Media Integration
Mobile devices support the capture of multimedia content, such as photos, videos, and voice recordings. This visual and auditory data adds depth to the analysis, offering a more comprehensive view of participants' experiences compared to text-based information alone.
Reduced Observer Effect
Participants are often more natural and uninhibited when using their own mobile devices, minimizing the observer effect that can occur in traditional ethnographic studies. This allows researchers to gain a more authentic understanding of participants' behaviors.
Mobile ethnography facilitates long-term studies by enabling continuous data collection over an extended period. This is particularly beneficial for tracking changes in behaviors and preferences over time, providing a more comprehensive view of evolving patterns.
Cost-Effective Data Collection
Mobile ethnography can be more cost-effective than traditional methods, as it reduces the need for in-person observations and interviews. This makes it a practical option for researchers with budget constraints.
Mobile devices are widespread across diverse demographic groups, making it easier to include a broader and more representative sample of participants. This inclusivity enhances the external validity of the research findings.
Enhanced Participant Engagement
Participants often find mobile ethnography more engaging as it allows them to contribute on their own terms and schedules. This can lead to richer and more detailed insights compared to methods that require synchronous participation.
Mobile ethnography provides a powerful and versatile approach to studying human behavior, offering researchers a more immediate, authentic, and inclusive means of gathering insights in a variety of contexts.