You know that strange feeling that something very important is missing? It’s almost like your right hand has been cut off. This is how I relate the feeling of having left my phone at home by accident. It’s a very uncomfortable, lost feeling! At first I’m not quite sure what I’ve lost and then I catch myself, realizing that it’s my phone!
PRNewser reports that “the average person looks at their phone more than 150 times a day.” Consider this – if it takes 10 seconds to simply unlock your phone and check one message or a notification, this would take away a full 25 minutes of your day, and ultimately 152 hours a year. That’s a little over six full days a year of constantly checking your phone!
It’s clear that there’s an innate need to be constantly connected. If we were to add on the time we actually spend on calling, texting, emailing, gaming and using our phones for social media, I think we’d be astonished by how much of our time is spent doing these not-always-productive activities. Millennials’ cravings for connectivity is something that should be honed in on for research purposes. It’s also a mutually beneficial relationship. Focus groups and surveys help young people connect with others and they have the opportunity to freely express their thoughts on topics that they’re passionate about.
When Millennials are disconnected they experience negative emotions. According to Total Youth Research, 55% of students reported negative feelings when separated from their phone for more than 24 hours. So my phone separation anxiety isn’t a unique case; there’s plenty of others in the same boat…phew, that makes me feel better! Engaging Millennials in research will help them connect with you and others participating in the group, and this will help satisfy some of their cravings. As a moderator you need to ensure questions involve the participants and are engaging. Building one on one relationships will prevent feelings of disconnection and cultivate a positive environment for participants to respond openly. Catching signs of participants feeling disconnected early on can provide an opportunity for you to know who to focus your attention on and attempt to build stronger rapport. Connecting with Millennials opens them up and brings quality insights to your research.
Last week, Qualboard, an online platform for qualitative research, discussed how it is rolling out an app that enables participants to join in discussions while they’re on the move. Notifications are sent to participants’ smartphones and Apple watches to help keep them up-to-date and complete discussions. Since Millennials phones aren’t often out of their hands, why not become their new itch they can’t scratch enough by involving them in your online research? Involving Millennials in meaningful online discussions will help fulfill part of their need for connectivity and bring you quality results.
Post by Camilla