Lead up to MRMW: Interview with Rebecca West of Civicom
For interview five of the Pre-MRMW series, I got to talk with Rebecca West of Civicom. She goes in to the challenges of being on the cutting edge of new market research, how being part of the MRMW community has been a benefit and a sneak peek of the case study she’ll be discussing in July.
RM: What are you most excited to share about with us at MRMW and why? What difference could it make for your audience if they were to implement what you’ll be talking about?
RW: At the MRMW in Amsterdam last April, we shared how mobile qualitative research takes you right in the moment of truth – when your consumer makes their purchase decision. This July, we’ll talk about the next phase… so they’ve purchased your product/service, how do you deep dive into consumers’ thoughts to unlock insights in how they arrive to their “repeat purchase” decision.
We’re most excited with the case study we’re going to show with the audience. Our presentation is entitled “Lather, Rinse, Repeat – Getting into the Shower and Other Private Spaces with Mobile Qualitative.” It’s going to be a very entertaining case study presentation and we’re hoping we will be able to squeeze in sharing some audio recording samples.
The key takeaway from our series presentations – mobile qualitative doesn’t just unlock the truth, it brings you right into the moment, closer than ever to the consumer/respondent where researchers could not have been before.
RM: What engages your imagination in the market research in the mobile world space? Who or what inspires you? Why?
RW: The human brain is very fascinating in its ability to compartmentalize all the functions we need it to do. For us, it’s the dynamism of the mobile world – in one part of our brain we’re constantly brewing the next practical solution. The mobile world is moving so fast that we need to keep our feet on the ground, hold on to our seats, and let our brain explore the possibilities 3 years, 5 years, 10 years from now.
On the other hand, another part of our brain is dedicated to customizing our current solutions to fit every project that makes sense to cross over into the mobile space. We believe in innovation, in technology, but we also believe that not all new mobile research technology makes sense…you may think you want this super overloaded feature packed solution but in reality you might only need the basic functions and you will need to simplify it to make it more usable for the real users, the respondents.
RM: What difference did your participation in MRMW in the past make for your MR practice?
RW: It’s very inspiring to have this community who will work together to drive ideas and approaches to deliver mobile MR solutions forward, to make the before impossible task possible, such as reaching more respondents, conducting studies nationwide and globally without having to travel, and actually gaining access to the more intimate thoughts and spaces of the consumer. MRMW has helped us facilitate new connections with more thought and innovation leaders around the world. The MMRA is creating a community where we can address issues relevant to everyone, and formulate answers that will benefit all. A good example has to do with privacy policies and notification requirements, which vary globally. We now can draw on a variety of people for ideas as well as a sounding board for our own thoughts, and not be confined to only what we can figure out ourselves.