by Navin Williams & James Fergusson
In China, MobileMeasure partnered TNS Global to run mobile qualitative projects in both urban and rural settings using non-smart phones. The TPV (Text Photo Video) platform allowed users to use their non-smart phones to blog text, upload pictures and videos in real time. This enables the possibility to capture 'in the moment' behaviour instantly.
The moderators monitoring the live feeds could comment and illicit responses to individual respondents or in groups via a web interface. The whole process were conducted in real-time and remotely, freeing the moderators from being physically present. This mobile research technique is globally portable and will have huge implications for qualitative research, especially in hard to reach rural & emerging markets.
To hear more about this case study, do join us at the Asia-Pacific confererence on Qualitative Research in Web 2.0 that will be held on the 22-23 Feb 2011 in Macau (China). Navin and James will present a case study on how this mobile qualitative solution is implemented in China. They will share their key learnings and will discuss the implications of implementing mobile qualitative research in emerging markets.
To see the agenda and the range of topics to be discussed at this conference, please visit:
http://www.merlien.org/upcoming-events/qrweba2011.html
| James Fergusson sits on the TNS APMEA Board and is responsible for ensuring TNS provides a high level of research solutions to clients investing in the world’s rapid growth markets. He leads a team of Emerging Markets Insight Directors representing the BRIC markets along with South East Asia, Sub Saharan Africa & Latin America - delivering rapid growth & Emerging Markets thought leadership to TNS’ clients globally. | |
Navin Williams is the founder and principal at MobileMeasure. Navin has extensive experience in MR, Technology, Media & Telecom sectors. Navin has worked for some of the world’s MR leaders across the disciplines of Media, Consumer (IMRB, RI & Nielsen) & Retail (Nielsen) spanning four countries in two continents. His last assignment with Nielsen was as Head of Consumer Research (FMCG) in China. A pioneer in digital delivery of MR, Navin has written a number of whitepapers on Mobile MR, and is widely regarded as a thought-leader in the evolution of this technology in research. |
