Fuel Cycle

Optimizing Qualitative Research with Mobile Technology

Due to increasing awareness around sweeping social justice issues, researchers rightly worry about representation and diversity in research – especially when it comes to qualitative research. Traditional focus group processes are unintentionally exclusionary, as less than 12% of the U.S. population can easily visit a research facility based on geography alone. Additionally, 1-in-5 Americans are smartphone-dependent, with Black and Hispanic people over indexing in this regard. Digital mobile qualitative isn’t just a convenient new way to collect consumer data, it is also one of the most viable solutions for improving representation in research.   

Join Fuel Cycle’s VP of Product Marketing, Patrick Ip and Senior Research & Insights Manager, Jennifer Elliott in a conversation about the evolving global context and how digital mobile insight gathering helps to bridge the diversity gap market research.