20|20 Research CEO, Jim Bryson delivers new eBook.

20|20 Research has provided qualitative support services since the 1960's. Their new eBook, Mixed Methodologies 101: How to combine research methods to achieve deeper insights, outlines the process—soup to nuts—for three popular hybrid research designs:

1. Quantitative to Qualitative:
2. Online Qualitative Research to Online Qualitative Research
3. Online Qualitative Research to In-Person

Download the eBook, Mixed Methodologies 101: How to combine research methods to achieve deeper insights.

Walmart makes its move into mobile apps - #walmart

Walmart has 8,500 stores in 15 countries, under 55 different names, and does $250 BILLION in revenues. It is the #1 retailer by a long show. When they make a move, it is often significan, and Walmart has made several recent investments in digital and mobile companies.

Walmart said this week that it has acquired the key assets of mobile, social ad network OneRiot to enhance its efforts to connect consumers with the best products based on their interests. OneRiot offers technology that analyzes social media signals from networks such as Twitter and Facebook to deliver relevant ads based on consumer interests.

Full article available at MobileMarketer.com.

Some update mobile statistics from PR Newswire

PR Newswire (www.prnewswire.com) is a provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. They recently hosted a seminar on mobile apps and here are some statistics and insight:

• 70% of mobile searches result in action within an hour.
• 39% of restaurant searches are done via mobile phones.
• Embedding short codes, QR codes or other types of “action codes” within print advertising can generate significant lift in campaign results – a 15% to 20% lift, in fact.
• Mobile specific ad campaigns – 10% higher response rates.

Some things to keep in mind:

• Mobile users respond to and use content differently. 
• You need to have click-to-call numbers, content that renders on the 4” screen, use action codes in prints, signs, etc.
• People will readily use the codes to enter contests, get samples, etc.

20/20 Research's Guide to Mobile Qualitative Research

With so much talk about mobile applications for Mobile Qualitative Research and so little time, 20|20 Research's technology division has written a good overview titled:

The Essential Guide to Mobile Qualitative Research: Tips & techniques for using mobile devices for on-the-go qualitative research.

From their website:

"This ebook was developed for research agencies, independent moderators and client-side researchers to explore how this methodology can be used to uncover insights in ways never before possible.

Mobile technology allows researchers to gather authentic, “in the moment” feedback from respondents as they are experiencing a brand. This ebook presents several articles to help researchers comfortably take that leap into mobile qual."

Download at 20/20 Research

Qualitative Case Study - Hallmark's Journey into Social Media

This is an excellent presentation that showns the positives and negatives of Hallmark using Social Media for market research and new product development. The deck was written by Thomas Brailsford, Consumer Understanding & Insight Manager at Hallmark and presented at the Market Research in a Mobile World 2011 conference in Atlanta.

Greenbook stated in a review of Brailsford's presentation:

"It’s hard to imagine anything more inspiring to qualitative researchers and users than hearing two top insights executives declare that — despite the significant amount of sophisticated quantitative research they need to do — nothing delivers “more bang for their buck” in terms of “activating decisions” than the compelling “human connections” that qualitative research can provide.  This includes mobile qualitative, which has made human connections possible in countries that previously fell beyond the reach of research.  Ravi and Tom agreed that mobile qualitative research will continue to gain a larger share of their total research budgets as mobile adoption and utilization continues to grow worldwide."

Hallmark's Journey into Social Media | Hallmark @ MRMW 2011

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