Fuel Cycle

Optimizing Qualitative Research for Mobile Technology

Due to a growing dialogue around diversity, equity, and inclusion, researchers rightly worry about representation 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. And with 1-in-5 Americans being smartphone-dependent, 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. In this hour, we will unpack how to implement digital mobile insight gathering and help bridge the diversity gap in qualitative market research.