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3 Ways Market Researchers Approach Mobile

Posted by on 09 January 2017
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By: Roddy Knowles, Director, Product & Research Methodology, Research Now


This post was
originally published on Research
Now's Blog
.

I've been saying (sometimes complaining or screaming) for
years that as an industry we need to wake up and approach research with mobile
in mind. I haven't been alone here.
Several of my colleagues ' here at Research Now and
elsewhere ' have pushed hard for change. Reminders for why we need to change
are everywhere, whether that be in the statistic du jour about mobile usage, a
dataset with more mobile participants than expected, or just sitting on a park
bench watching throngs of people of all ages hunt for Pokmon.
In spite of constant everyday reminders and the call from
many in the market research field, true change has been slow coming. So, how
have market researchers kept pace with broader mobile trends and embraced a
mobile-first philosophy?
I've conducted an incredibly unscientific segmentation of
researchers ' cute segment names and all ' that attempts to capture what we're
all seeing if we look around at our colleagues.

Response 1 ' Meet
Bill
Response 2 ' Meet
Evan Tually
Response 3 ' Meet
Reese Istant
There is a bit of humor, a bit of shame, and a bit of truth
in these characterizations. If you are in this industry I know you know people
who look a bit like all 3 of these hypothetical folks. And I know you can call
out your friends and colleagues for being a Reese Istant, or just ask them to
be a bit more like Bill.
The simple truth in this silliness is that we know that
embracing a mobile-first mindset is the best course forward, even if we do a
good job suppressing this truth. I know that change is hard. We all know that
change is hard. But the sooner we get there, the less painful it will be. And
the good news is, we are not too late. Someday, we will have a room full of
Bills and I'll stop my poor attempts at market research humor.
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