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Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
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'.
The green shoots of technology – Nokia investigates global consumers attitudes to mobile phone recycling
Joe Brown and Dave Riley, ESOMAR, Annual Congress, Montreal, September 2008
Each year, well over a billion mobile phones are produced worldwide, along with millions of tons of packaging, paper and cardboard and peripherals such as headsets, chargers and cables.
Each year, well over a billion mobile phones are produced worldwide, along with millions of tons of packaging, paper and cardboard and peripherals such as headsets, chargers and cables. While recycling has become a buzzword among liberal-thinking western consumers, is this the case in less-developed markets? What weight do consumers in countries such as Nigeria or Indonesia give to recycling in comparison to the other demands that fall upon them on a day-to-day basis? This paper explores the link between attitudes and behaviour towards environmental issues amongst consumers in 13 developed and developing countries, in order to understand the degree to which consumers recycle everyday goods, such as paper, glass and plastics, and where mobile phones stand in relation to other consumables. It also assesses how Nokia is minimising its impact on the environment and is engaging with consumers to raise awareness of how mobile phones can be recycled.
Nokia Colors: from traditional to online product-testing
José Sosa, Iván Casas and Gonzalo Pena, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006
This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line.
This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line. The quantitative research study was performed in Argentina, Brazil, Chile, Colombia, Mexico and Venezuela.
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