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Beneath the surface: Uncovering the hidden motivations of mobile users
Vicki Draper and Greg Stucky, ARF Experiential Learning, Re:Think conference, 2013
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour.
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour. The methodology included a qualitative stage to capture a broad range of 'mobile 'moments' and then a two-pronged quantitative stage that surveyed smart phone users and tracked their device usage via metering technology. The 'mobile moments' uncovered by the research were then divided in into seven segments: accomplish, socialise, prepare, me time, discover, shop and express myself. 'Me time' accounts for most (46%) of all mobile usage and is discussed is some detail. Analysis revealed that the same app or website can fulfil different needs in different moments, indicating that consumers are using apps and websites to fulfil non-intuitive needs (e.g. online shopping sites could fulfil both 'shop' and 'me time' moments). Equally, a lot of mobile usage was found to occur in the home, questioning the assumption that mobile use is all about consumption 'on the go'.
Pop concert experiences: Connecting with consumers through pop-culture
Tomasz Jedrkiewicz and Robert Zydel, ESOMAR, CEE Research Forum, Prague, March 2013
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.
Self-ethnography for user experience design: Embedding user behaviours directly into the design process
Sharmila Subramanian and Katherine Gough, ESOMAR, Qualitative, Amsterdam, November 2012
This paper demonstrates an evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream.
This paper demonstrates an evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream. A meta-cognitive approach to self-ethnography that involves training participants to be more self-aware within tasks can result in richer behaviourial data capture and insights that can provide powerful catalysts for the design process. In doing so, self-aware documentation can be as powerful a research approach as in-situ observation. How this methodology is currently being incorporated into the concept development research process of Nokia, the mobile handset maker, is illustrated, and demonstrates how it can produce agile, efficient data capture and analysis for user experience development.
How research assisted the rollout of a mobile agriculture information service: the day Peepli went [live]
Purvi Mistry and Ameya Samant, International Journal of Market Research, Vol. 54, No. 5, 2012, pp. 589-602
Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible.
Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible. A small bit of information can enable you to take informed decisions in a proactive manner and save yourself the agony of various losses: time, money and so on. The client discussed herein is the world’s leading provider of intelligent information for businesses and professionals. It wanted to empower the mass of the Indian population – the agricultural community – with basic information on weather, commodity prices and crop advice. The question was ‘How feasible is this?’ To answer this, the client partnered with IMRB International nearly five years ago. The research project was long drawn out and completed in varied stages, starting with checking the acceptance of a paper concept through a house-to-house survey of farmers, converting the same to a tangible offering upon acceptance and testing the same through central location testing, where all farmers were collectively given a demonstration of the product, their reactions recorded and, finally, a working model developed to be tested in real time by a select set of farmers to bring the finishing touches to the product. The client still touches base with subscribers through IMRB International, to garner post-usage feedback, satisfaction with services being provided and to discover any other thing that could be done better. From providing the service in one state, the client has progressed to successfully providing the service to 13 states in India. The service has enjoyed unprecedented success and is estimated to have been taken up by more than two million farmers through its usage and sharing in more than 15,000 villages. The decision-enabling nature of the information has had a direct impact on the livelihood of the farmers, enabling them to lead a better life through increased incomes and reduced losses. Individual farmers claim to have reaped significant return on their investment, achieving up to INR200,000 (US$4000) of additional profits, and savings of nearly INR400,000 (US$8000) by using this service, which costs roughly INR250 (US$5) for three months.
Understanding the rural consumer's behaviour in the context of his ecosystem: a telecommunication perspective
Saroj Kumar Mohanta, Abhishek Mishra and Satya Dash, International Journal of Market Research, Vol. 54, No. 5, 2012, pp. 603-612
Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting.
Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting. With the emergence of rural markets in terms of brand awareness, and the shift from nominal decision-making process to a more extensive decision-making process, more innovative research tools are required to capture data about rural consumers in a more effective way. Participatory Rural Appraisal (PRA) is one tool that does precisely that. The tool itself, however, has evolved over time and has recently caught the attention of rural market researchers for commercial projects. The tool has so far been limited to application by NGOs for the implementation of either government projects or donor NGO-funded initiatives. This paper strives to highlight the evolution of PRA as well as its interpretation by MART (India’s leading rural market research firm) in terms of one commercial project undertaken for a telecom player.
Online Anthropology: A new approach to advocacy measurement
Colin Utley, ESOMAR, Congress, Atlanta, September 2012
A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider.
A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider. This online anthropology project involved social listening, data harvesting and customer segmentation, and led to changes in Sprint's product development, HR policy, in-store environment and customer service, as well as its marketing communications. Since the effort launched, Sprint has seen major growth in brand advocacy.
Communities in 2017: A prediction of where research communities will be in five years
Ray Poynter and Katie Kaylor, Market Research Society, Annual Conference, 2012
A paper focussing on the evolution of online communities (MROCs). The authors argue that by 2011 communities had become a mainstream research technique; and that by 2017 the landscape will be very different with communities filling a different role and having a different appearance.
A paper focussing on the evolution of online communities (MROCs). The authors argue that by 2011 communities had become a mainstream research technique; and that by 2017 the landscape will be very different with communities filling a different role and having a different appearance. Change will be driven by price pressures from clients, non-researchers on the client-side needing to be able to run projects and the need to integrate communities with Big Data. The paper concludes with a case study showing how Vision Critical helped set up and manage MROCs with Phones4u, a UK mobile provider.
Optimizing Market Segmentation for a Global Mobile Phone Provider for both Targeting and Insight
Marc O'Regan, Kalidas Ashok, Olga Maksimova and Oleg Reshetin, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 571-577
This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider.
This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider. MTS wanted the segmentation to maintain a common framework across all countries, while capturing any real differences between them. A critical requirement was “targetability”—the ability to accurately attribute a segment to each one of MTS’s subscribers. This entailed that the segments be well differentiated on “hard” behavioral metrics from MTS’s billing databases. However, it was also critical that such differentiation was not achieved at the expense of richness on “softer” aspects of marketing—segments also needed to have distinct needs, attitudes and motivations, so that they could be used as a platform for messaging, product development, and advertising. Meeting these competing requirements led to a solution that combined survey data on more than 10,000 respondents and billing data on more than 80 million customers using an innovative analytic technique.
Supporting emergent behaviours in mobile design: How open and agile research methodologies can help complex organizations respond to change and stay relevant
Dr Francesco D'Orazio, Esther Garland and Tom Crawford, Market Research Society, Annual Conference, 2011
This paper describes an integrated research project for Nokia, which wanted to regain thought leadership at the high end of the North American smartphone market.
This paper describes an integrated research project for Nokia, which wanted to regain thought leadership at the high end of the North American smartphone market. Specifically, the research company Face was briefed to help Nokia define what "relevance" means for smartphone users and create a number of consumer-driven cross-platform product propositions. The five-stage research program integrated new and online methods such as co-creation and crowdsourcing with traditional approaches. The project generated 13 propositions of which two have been put into development.
Designing Relevance: How Open and Agile Research Methodologies Can Help Complex Organizations Respond to Change and Stay Relevant
Francesco D'Orazio, Esther Garland and Tom Crawford, ESOMAR, Online Research, Berlin, October 2010
The work carried out by Face and Nokia within the Relevance Programme is described in this presentation.
The work carried out by Face and Nokia within the Relevance Programme is described in this presentation. The presenters show how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.
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