Our Happisodes mobile research App helps us not just overcome memory gaps, but get into aspects and areas of participants lives in a way that simply wasn’t possible before.
Mobile studies we’ve conducted globally suggests three hypotheses on how mobile can help us make Insights more granular:
Everyday moments are captured with much greater accuracy. Especially lower interest or habitualised purchases are often forgotten if we simply rely on memory.
Easier access and richer data output from difficult-to-reach target groups. Kids for example respond very well to mobile research when the tasks are framed in a playful way.
Simple triangulation – we are poor witnesses of our own behavior. Mobile research allows friends, relatives, loved-ones to give their viewpoint on the same topic as well as that of the respondent. Triangulation made simple.
Like any tool it’s how you use it rather than how many features or attributes it has – we are building up a wealth of know-how in terms of what works, what doesn’t and for what categories and target groups. We’d love to share.