Next-generation video research via mobile phones: a virtual focus group in the pockets of millions...
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Transcript of Next-generation video research via mobile phones: a virtual focus group in the pockets of millions...
A VIRTUAL FOCUS GROUP IN THE
POCKETS OF MILLIONS OF CONSUMERS
John Williamson CEO & Founder, Qualvu
Web: www.qualvu.com Twitter: @johnmwilliamson
THREE THINGS YOU WILL LEARN TODAY
STATUS QUO
Edit large text in background with the same title. DO NOT let it wrap
THE GOOD NEWS?
YOU DON’T HAVE TO SETTLE
NEW WAYS TO GET CLOSER TO THE TRUTH
PLEASE, NO!
INNOVATION FOR INNOVATION’S SAKE?
THE PROMISE:
BETTER INTELLIGENCE. BETTER DECISIONS.
FIRST, CAME THE INTERNET
took away the social pressures
eliminated the logistical complexity
allowed consumers to share openly
THEN, MOBILE…
… with a bigger promise
BUT WE OBSESSED WITH THE TECHNOLOGY AND MISSED THE POINT
BECAUSE INNOVATION
IS ABOUT CREATING VALUE
IT’S ABOUT GETTING CLOSER
TO THE TRUTH
HOW TO GET CLOSER TO THE TRUTH
CONVENIENCE MORE CANDOR relaxed, stress-free conditions
IN-THE-MOMENT MOMENTS OF TRUTH event-driven feedback
SETTING INSIGHTS ANYWHERE anywhere relevant
PRIVACY BETTER VALUE In-depth, consumer and event-driven “one on one‟s”
MOBILE RESEARCH… How?
… or rather, simply asking consumers for permission to observe their lives as they happen…
…. and engaging them to share at the point of experience.
FOLLOW THE NATURAL PATTERNS OF CONSUMERS LIVES
HOW DO WE GET THERE?
DISRUPTION
THE RIGHT METHODOLOGY
FLEXIBLE
to follow the natural patterns
of consumers‟ lives
ASYNCHRONOUS
to allow consumers to capture
moments as they happen
THE RIGHT TECHNOLOGY
MULTI-METHOD
to allow consumer to chose
how to share
RICH MEDIA
to allow consumers to share
what‟s relevant when relevant
A 360 VIEW OF THE SHOPPER JOURNEY:
CASE STUDY
SHOPPERS TRIGGER SHOP CHOOSE BUY REFLECT
Store
Store Store Web Web Web
Product
Product Accessory
STUDYING THE STUDENTS
OBJECTIVE
Hewlett-Packard wanted a better understanding of the decision-making process
students use when buying a computer and printer for college.
METHODOLOGY
This study utilized Videodiary and pocketcams to explore attitudinal and
behavioral insights. Qualvu also collected usability and UX research, through
screen tracking and recording of associated narrated audio.
STRATEGY
We asked students to show us how they shopped for that ideal PC or
printer. Wherever they wanted to go, they could. We asked them to show
us what they did to find that ideal PC or printer for as long as they wanted
in a completely exploratory exercise
We harvested responses in the most natural and forthcoming way possible,
we gave students a variety of tools (webcam, pocket cam and screen-
tracking) and told them they could choose they tools they wanted
depending on their environment.
HOW DO WE MAKE THE DATA MORE
RELEVANT?
VISION
New levels of consumer-driven access
Geolocation
QR codes
Breaks boundaries of „the project‟
Rated panels
Data sharing & mining
THE FUTURE
FINAL THOUGHTS
THANK YOU!
Presented at:
Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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