We used our PatientConnectTM segmentation tool to explore how Canadians’ social values are shaping their behaviour in response to the COVID-19 pandemic.
the potential for a mobile ethnography application such as Bounty is enormous
Recently, we partnered with our friends at the Humber RAPP program to test out in-the-moment data collection using a new mobile research application called Bounty from a company called Twentify. In Part 1 of our story, we discussed what kind of in-the-moment observations could be leveraged from this mobile ethnography and here, in Part 2, we discuss the types of audiences best suited for this type of methodology.
Read part 1 of this article: What kind of in-the-moment observations can we leverage from mobile ethnography?
Who Participates in Mobile Ethnography?
While our experience with Bounty is limited to just a handful of studies, our research teams were interested to know the type of audiences that could be accessed with these kinds of research apps.
For the NBA All-Star Weekend study, we recruited n=218 participants. The data revealed the majority of participants were male (58%), and 55% fell between the ages of 25 and 34. While it’s not surprising that there were more male participants, it’s interesting to note there was only a 16% difference between males and females. There were also more city dwellers, with a higher proportion of users living in urban areas (64%) compared to suburban areas (36%).
This summary analysis fell in line with our expectations based on past examples of online recruitment—skewing male and slightly younger. Comparing the NBA All-Star Weekend to other mobile studies done through the Bounty app, the results are surprisingly similar. In other studies, over half of the participants fell in the 25-34 age group, and were urban males. These demographic profiles indicate that social recruitment is definitely an effective method for finding urban Millennials.
So What? Opportunities and Challenges of Mobile Ethnography
As the above analyses show, the potential for a mobile ethnography application such as Bounty is enormous. The amount of detailed, real-time data that it can collect allows for incredibly in-depth reporting. It is, however, not without its limitations.
Working with data always has its challenges, and mobile ethnography is not unlike any other methodology. The research team quickly identified holes in the data output that made it challenging to sort, organize and analyze some of the information. Overcoming this challenge requires creativity and preparedness to work with incomplete data; but the openness to take what you can get and digging deep enough through the information can result in some very insightful stories.
The open-ended text response interface allowed for some extremely robust responses, but also presented some contextual challenges. Working with text in itself can be tricky, especially with a methodology that is seeking responses from participants in a very organic manner; in our case, it was in-the-moment, while they were immersed in the game. As researchers, it’s useful to be aware of the context and be mindful when deciphering/coding text responses.
Despite the minor technical limitations identified, our overall assessment of the technology is extremely positive. It is important to keep in mind that when working with new apps, there is no one perfect solution, since apps like Bounty are relatively new and being utilized for a variety of purposes. As these apps continue to optimize the efficiency of their design and structure for more specific applications and the technology keeps evolving, the perspective of the researcher will also have to evolve along with it.
Twentify enables companies to mobilize an engaged crowd of smartphone users to collect field data and capture experiences; driving valuable insights and empowering better business decisions. Their platform, Bounty, coupled with the power of crowdsourcing and smartphone technologies delivers accurate, in-the-moment results, quickly and cost effectively, every time.
Explore more of our capabilities and insights
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Environics Research poll for Unifor shows Canadians want feds to deliver on progressive trade promises
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On November 8, 2017, our sister company, Environics Analytics, held its 11th annual user conference. Here at Environics Research, we decided it would be fun take a closer look at the conference’s [...]
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Environics Research survey finds close to half of GTHA emerging leaders* reported experiencing racism and/or discrimination in past year
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Environics Research survey for the Toronto Region Board of Trade finds high housing costs make it hard for young professionals to save for retirement and repay debt
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Watch our VP of Corporate and Public Affairs, Sarah Roberton and Pollution Probe CEO Ingrid Thompson use a SWOT analysis to discuss Canadians’ opinions and behaviour about climate change and a [...]
Our interactive infographic illustrates just a few of the exciting new data points that highlight the increasing diversity Canada is currently experiencing.
What caused the death of TransCanada's Energy East pipeline proposal? Some say it was government and the regulatory process, some blame the economy and others the environmentalists.
TD Releases Environics Research conducted Survey – Sense over sensibility: Why homebuyers need to leave their emotions at the front door
As your biggest financial investment, house hunting should be a rational, logic-driven process. In reality though, buying a house is often an emotional rollercoaster
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Environics Co-founder Michael Adams Releases New Book: Could It Happen Here? Canada in the Age of Trump and Brexit
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Environics Research explored a hypothetical Alberta political landscape – one with both a united right and a united centre – in a survey we conducted in the aftermath of Mr. Kenney’s leadership victory
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Not long ago, Americans were more likely than Canadians to support the Keystone XL pipeline. Today, the tables have turned.
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Recently, the Ottawa Chapter of the MRIA hosted a panel to discuss the “Authenticity Paradox” and whether or not the public is losing faith in experts.
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The Market Strategy group at Environics Research in Toronto is looking for someone to join our team.
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WWF-Canada released a survey today that shows 98 per cent of Canadians support designating parts of Canada’s waters as marine protected areas (MPAs).
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Recently, we partnered with our friends at the Humber RAPP program to test out in-the-moment data collection using a new mobile research application called Bounty from a company called Twentify.
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Environics Research, and our partners in the IRIS network, are pleased to announce that the results from the 2015 IRIS Millennials Survey are now live
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Tony Coulson and Sarah Robertson discuss the Liberal carbon policy and how it is likely to be received among Canadians.
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Environics Research VP of Corporate and Public Affairs, Tony Coulson and VP for Western Canada, Dan Ouimet discuss Canadian oil sands advocates, opponents and the silent majority that lie in the [...]
Environics founder Michael Adams discusses the composition of Canada’s 42nd Parliament and its ability to represent the face of Canada.
Environics founder Michael Adams’ recent piece for The Globe and Mail discusses the Syrian refugee crisis, and why Canada and the U.S. diverge on the issue.
Environics Research is proud to announce the appointment of Bernice Cheung as VP of Cultural Markets.
Environics Research spoke with over 1,000 Canadian newcomers to build an understanding of the attitudes, behaviours and financial goals of this extremely lucrative segment of the population.
Michael Adams teams up with David MacDonald to explore how the boomer generation’s late-in-life spending will reflect its values.
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Should energy policy be a key issue of party focus this election? Environics Research Vice President of Western Canada Operations, Dan Ouimet, discusses.
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Environics Analytics Releases WealthScapes 2015 Analyzing Canadians’ Assets, Liabilities and Spending Power
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Compensation Survey Shows CFA® Charterholders in Canada Earn Excellent Compensation Averaging $280,454
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EY, a global leader in assurance, tax, transaction and advisory services, has named Environics Analytics (EA) President and Founder Jan Kestle a finalist in its EY Entrepreneur Of The Year awards [...]
Environics Research Grows in Western Canada: New Office and Senior Staff to Support Growing Client Base
Environics Research Group is proud to announce the appointment of Dan Ouimet as VP for Western Canada.
Environics Research’s Corporate and Public Affairs Team asked pharmacists their opinion on dispensing medical marijuana and found them to be divided on the issue.
Environics began tracking Canadian attitudes toward the oil sands development in 2008 and noticed a downward trend starting in November 2013.
Environics has found that, on average, 43% of samples distributed were not going to the right physicians
A recent social values analysis of engaged investors revealed a link between participation in the financial planning process and health as a priority.
First-time homebuyers are doing their homework and making responsible financial decisions, according to a new study conducted by Environics Research.
Release: First-time homebuyers are doing their homework and making responsible financial decisions, according to a new study conducted by Environics Research.
The first book of practical, data-driven insights about Canadian multicultural markets. Learn how your organization can connect and thrive from Migration Nation.
Environics’ Corporate and Public Affairs Team explores what it will take for electric vehicles to become a more familiar fixture on Canadian roads.
Albertans are concerned about the current state of the economy but are more positive than negative about the direction of their province according to Environics' latest numbers
Legalization of marijuana is a divisive issue with a slim majority of 54% supporting legalization and 45% standing in opposition.
An in-depth look at the effect ethnic cultural difference could have on the recent acquisition of Cossette by the Chinese company, BlueFocus.
There has been a shift toward generics and, for branded pharmaceutical companies, fighting that switch means implementing a 2 pronged marketing strategy.
Environics’ Health and Wellness team has put together a list of 5 practices to make your next round of brand planning the best it can be
Big businesses around the globe are now looking for more data-driven decision-making techniques and, in many ways, survey research alone just won’t cut it anymore.
Diwali is one of the most important holidays among Indo-Canadians, giving Canadian Companies a huge opportunity to build a rapport with one of the largest and fastest growing cultural groups in Canada.
LCBO sought to understand how exactly their customers perceived their brand, and how their emotions informed those perceptions.
Canadian social values, and their evolution over the past few decades, tell an important story.
A road map to guide small businesses through the difficult process of implementing big data analysis.
Despite the lip service of patient centricity, pharma brand strategy and tactics still primarily focus on the physician.
Call them NIMBY (not in my back yard), LULU (locally unwanted land use) or BANANA (build absolutely nothing anywhere near anything), but understanding public reactions to infrastructure [...]
Environics’ Health and Wellness team describes why reducing health costs by decreasing the number of people who receive therapy is a shortsighted policy.
IBM’s “Watson” is a topic that deserves greater attention as we look toward the future of prognosis for various forms of cancer.
This study showed that, from their study population, approximately 1/3 of physicians are tweeting an average of 20+ tweets on oncology.
A TD survey conducted by Environics Research finds the profile of online investors is changing.
Release: A TD survey conducted by Environics Research finds the profile of online investors is changing.
A new Environics survey commissioned by TD has revealed a substantial minority does not take all the vacation time their employers allow them.
A new Environics survey commissioned by TD has revealed a substantial minority does not take all the vacation time their employers allow them.
Despite the similarity in acronym, Environics Research Group is NOT behind these calls. Callers from Environics will identify themselves as calling from "Environics."
Release: In recognition of Financial Literacy Month in Canada, Bridgehouse Asset Managers today releases the results of the Bridgehouse Investor Knowledge Index.
In recognition of Financial Literacy Month in Canada, Bridgehouse Asset Managers today releases the results of the Bridgehouse Investor Knowledge Index.
Release: Using Environics Social Values research, Standard Life has developed a new online tool to help Canadians better understand their own values and motivations around saving and investing.
Using Environics Social Values research, Standard Life has developed a new online tool to help Canadians better understand their own values and motivations around saving and investing.
Environics’ Digital Innovations teams explores whether Rogers should be worried about the way Canadians reacted to their outage on social media?
A new Environics poll finds that among decided voters, the federal Liberals hold a clear lead (34%), trailed by the Conservatives (28%) in second and the NDP (24%) in third.