MarketTools Blog

This is a follow up to the recent blog post Mobile Market Research: Methodology or Technology?

You have convinced yourself (or you’ve been convinced by colleagues) that you should be looking at mobile market research for your organization, but don’t know how to get started.  Well, let’s get going and take the big bang approach: creating a broad-based mobile strategy for your organization.  One that has been properly constructed with an appropriate level of research on research, one that is fully supported by all key decision-makers, and one that is financially viable.  

Sounds daunting doesn’t it?  How about creating a smaller scale mobile research learning and experimentation plan instead?  You know that old saying – the best way to eat an elephant is one bite at a time.  But rather than waiting for the “right” time to initiate your plan (I’m not convinced there will be a “right” time), I’d recommend that you dive in and let your mobile research strategy take shape as you go.   

I would encourage you to create a mobile research learning and experimental plan that is flexible so you can alter as you go, one that requires minimal investment and one that allows you to build momentum and gain support from key stakeholders within your organization (it allows you to put some points on the board and gain traction).  Be sure to construct a plan that is aligned with the risk tolerance of your organization, and enlist  the support of the right people. 

Because the mobile research opportunity is certainly multi-faceted, I would encourage you to consider the following framework as you develop your plan:

• Research sample – how will you engage with respondents to participate in your program?  Consider leveraging traditional online panels as well as taking new approaches such as social media and mobile to recruit respondents.
• Survey technology – what’s the “best” way to serve up the mobile survey instrument? Will you use SMS, mobile browsers, mobile apps?
• Research application – what research technique or method will be administered? Will you create a new approach specifically for the mobile platform, or transfer an existing one ?
• Data delivery - how do you get your hands around the survey output/data to create insight and add analytic value?

As you get your learning and investigation underway, keep in mind that no one has the mobile market research space completely figured out yet ‒ so don’t worry.  There are some interesting partnership opportunities out there and I see potential for collaboration as well.  Be open and flexible.  

As you begin your mobile journey and continue onward, remember it should be all about learning and experimentation.  Stay clear of ROI/ROR as best you can in the short-term and don’t get tripped up in the financial stuff at this point.  There is risk if you sit on the sidelines, so I encourage you to get into the game.  There is no better time than the present to get started on your mobile journey.