Maximizing Your Online Immersive Research Toolbox

TargetMarketImmersion ProductUseest(IHUT)

Rachel Bell, Director of Customer Experience, Revelation

Rachel Bell Director of Customer Experience Revelation, Inc

Today, we will discuss -

Using the qualitative practice of Immersive Research to get rich, deep insights.

Incorporating Mobile in an Immersive research project

Setting study expectations for you and your participants

Immersive Research

An online research framework that captures consumer behaviors, experiences and emotions in context.

Using Activities To Explore Consumer Experiences

The Revelation Approach: Activity-Based Research

Activity-Based: Please take a photo tour of your

fridge then describe it.

  Butter   Cheese   Lettuce   Mustard   Milk   Leftover Spaghetti   Carrots   Orange Juice   Jam

Question-Based: What’s in your

fridge?

Technology Components of Immersive Research

Digital Media

Richness

Social Software

Engagement

Mobile Devices

Immediacy

Mobile Applications for Online Qual

Consumers can capture and document their experiences in the moment, while it’s happening.

As a researcher you are able to get closer to the experience – vs. participants reporting back at a later time.

Use Mobile For…

Shopping Experience

Point of Purchase info capture

Mobile Diaries

Track & record behaviors

App Evaluation

Tech usage

-- Keep It Short and Simple

--Use “Record Then Reflect” Method

--Set Clear Expectations

Best Practices for Mobile Activities

Study Expectations

Consider the stakeholders involved in the project:

Participants You Clients/other stakeholders

Participants

Create an environment conducive to sharing

Acquire – recruiting the right people is key

Engage – keep it interesting for them

Retain – hold their interest throughout, incentive strategy

You

Three steps for a successful project

Planning is key – timeline, vendors, understanding technology

Get involved – Schedule time on Day 1 to say “hi” to participants

Scope for profitability – understand how much time you’ll need

Clients

Key is to engage clients / internal stakeholders early

Ensure they have a preview of technology

Give them a job to do!

Plan regular check-in meetings

To Review:

Immersive Research is a great approach for geting rich, deep insights.

Mobile activities are ideal for capturing behaviors.

Study expectations should be clear for participants, researchers and clients to ensure a stress-free project.

Q&A

Rachel Bell, Director of Client Services rachel@revelationglobal.com