Research using the iPad - Client Testimonial

We recently had the need to gain a very quick read on some post-qualitative project findings for a mass-market youth fashion brand.

We decided that an intercept survey methodology was the most appropriate, given the ease of finding our target-market respondents and the fact that only a short questionnaire was required. 

We had been made aware of THN’s innovation in quantitative data collection, utilising a 3G enabled iPad to enter survey data in ‘real time’.

Given the need for quick turnaround, final design of the questionnaire was completed the morning after focus group fieldwork and supplied to THN, who had the survey ready to live-test late the same day. We were live in-field the following morning.

We found for this younger demographic, simply approaching them with holding an iPad helped to engage and appeared to increase their willingness to participate in the survey.

Many of the girls surveyed tended to be more actively engaged in the process, coming alongside and interacting with the questionnaire themselves, rather than the more passive nature of the traditional ‘clipboard interview’ approach.  This would make it an ideal way to test visual communications.

The flexibility of this process allowed one interviewer who was not within 3G signal range to collect data in the traditional ‘clipboard interview’ and enter the data once back in 3G range .

Other key benefits of this methodology were:

·         The ability to monitor survey collection progress   and give our client real-time progress updates, as the screen gave us updated live data as it was entered in the field. 

·         Increased efficiency, eliminating ‘double handling of data’.

·         Less potential for third party data-entry error.

 

Finally, a real-world practical use for the iPad in research?

Certainly an important new tool for fieldwork in the marketing researcher’s toolbox.

 Ross Waraker

Senior Research Consultant

The Stent Partnership