Introducing Mobile Research Systems: Empower your Data Collection
What is a Mobile Research System Mobile Research or Mobile Market Research refers to the utilization of Mobile/Smart Phone technologies as a means of data collection. Using mobile-based applications for field research provides field personnel a powerful yet affordable tool to collect and analyze data in real time and provide immediate feedback on data accuracy and relevance. Mobile research also provides an efficient means of injecting geographical data to any research project due to the built in GPS transponders available in most smart phone devices. In addition, dropping rates for mobile Internet usage has made it feasible for ‘always connected’ devices to utilize the cloud to not only connect to powerful web services but to communicate and share data with other smartphones, creating a potentially large and geographically dispersed real time data collection system. In this white paper, EACOMM Corporation highlights recent projects that use Android-based smart phones to conduct various types of research and surveys with a high degree of efficiency, accuracy, and speed at an affordable cost. Advantages of Mobile Research Systems Geolocation Perhaps the key competitive advantage of utilizing smart phones in conducting field research is the immediate availability of geographical data to each and every data point collected. This provides researchers a new dimension in analyzing the data collected with results that can be segmented not only demographically but geographically as well. Geolocation also provides supervisors a much easier means to monitor their field workers and helps ensure that their staff are where they are supposed to be and that the correct sampling methodology is being followed. Real Time Data With mobile research systems, the data can be made available in real time as it is being collected. Dropping mobile data charges coupled with improving bandwidth has made it feasible for always-on devices to transfer data back to the central server continuously. Real time data means that project supervisors can correct potentially serious issues in data accuracy as they happen. It also provides the project team a means of real time communication with each other over a wide geographical area. Crowdsourcing Crowdsourcing is defined as “the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people and especially from the online community rather than from traditional employees or suppliers.” With 1.5 million Android Phones activated every day (as of July 2013), researchers are in a position to design apps that can be used by “volunteers” to gather data that they need. This provides not only large cost savings in data gathering but also gives the researchers a large base of field surveyors to recruit. Social game elements or real world prizes can be used to encourage hundreds, if not thousands of people, to collect data in potentially a global setting. Improved Data Accuracy By designing purpose-built applications for data collection, improvements in data accuracy and adherence to collection methodologies can be assured. For example, phone number data accuracy can be assured by automatically checking the number format or by automatically calling the number to check the validity on-site. Another possibility is for an application to dictate on a random basis which respondent to approach to assure that proper data sampling is being followed. Add to this the improvements in accuracy that geolocation and real time data introduces and the result is a far more reliable and efficient survey team. Common Issues with Mobile Research Systems The migration from ‘pen and paper’ research methods to a fully digital solution entail capital and operational costs. Therefore, it is advisable to conduct a cost-benefit analysis when deciding to utilize mobile research methods for a project. Some key considerations include: At the same time, costs can also be kept down by limiting real time data features and using lower-endAndroid phones instead of top of the line tablets and branded smart phones. Despite an initial perception of higher costs, EACOMM’s experience in data collecting using purpose built mobile research systems proved to be competitive, if not cheaper, than traditional research methods. The price savings are achieved mainly through faster and more accurate data collection and the need for less staff due to automation of various processes. Training and User Apprehension There is often an apprehension when technology is introduced to replace ‘tried and tested’ methods. No matter how efficient the mobile research system may be, if the end users are not comfortable or even scared to use the system, it will eventually fail to deliver its promised advantages. Thus, it is critical to brief and train users thoroughly in a way that they are fully comfortable with the new system. In the mobile research systems that EACOMM deploys, user apprehension is a key factor in designing both the mobile and web applications. Simplicity and usability are designed into the user interface from the start to make sure that the target users will adapt easily to the new system. Surveyor Safety While this may not be an issue in developed countries or more affluent neighborhoods, market researchers oftentimes are tasked to conduct their studies in less ‘desirable’ parts of town. Given this scenario, utilization of tablets or smart phones in data gathering may pose a real danger to the safety of the surveyor. In EACOMM Corporation’s more than three years of experience in conducting mobile research, we find that this can be a serious concern, but not without a solution: EACOMM Mobile Research Systems Since 2010, EACOMM has been involved in a number of projects that require the use of a Mobile Research System. Over the years, the system specifications have been tweaked and refined to maximize the advantages of using a mobile research system while minimizing the issues that come up when using this type of technology. While the various systems that EACOMM has deployed are stand-alone systems custom-built to each project, all are built around two main modules: a.) A purpose built Android application to conduct field data collection efficiently and easily. b.) A centralized web-based repository where data is stored, edited