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Journal of Advertising Research
ARF Experiential Learning
Date: newest first
Date: oldest first
Beneath the surface: Uncovering the hidden motivations of mobile users
Includes video content
Recommended by Warc editors
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'.
How Relevancy, Use, and Impact Can Inform Decision Making: The Uses of Quantitative Research
Includes video content
Recommended by Warc editors
David W. Stewart and Mike Hess; Insights from Jeff Nelder, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 195-206
This paper reviews the current state of use (and value) of quantitative research in advertising. It concludes that the value of quantitative research is well established but use is less than might be expected based on value.
This paper reviews the current state of use (and value) of quantitative research in advertising. It concludes that the value of quantitative research is well established but use is less than might be expected based on value. The authors discuss the reasons for this difference in value.
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Quantitative data collection
Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Consumer and shopper panels
Ethnography and observation
Eye-tracking and visibility research
Neuroscience and biometric methods
Online market research
Qualiquant, mixed mode
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Statistical data analysis
Planning and managing projects
Sampling and statistics
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