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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'.
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.
The Power of Evil: The Damage of Negative Social Media Strongly Outweigh Positive Contributions
Marcel Corstjens and Andris Umblijs, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 433-449
Media activities generated by consumers or communities that are neither paid for nor induced by brand owners are claimed to have a potentially game-changing impact on communication and brand building.
Media activities generated by consumers or communities that are neither paid for nor induced by brand owners are claimed to have a potentially game-changing impact on communication and brand building. In this study, the authors propose a rigorous methodology to assess the impact of this type of social media activities on the actual performance of brands in the market. The article begins by developing a four-step process to condense the complex reality of micro-social-media events for a brand into a manageable set of social media indicators (SMI). These SMI subsequently are used as a subset of the drivers, together with more traditional marketing-mix elements—in a general market-response model—to estimate their relative impact on brand performance in the market. This methodology is illustrated with two real-world examples—one in the flat-screen-television market and the other in the set of Internet broadband-service providers.
Reality Check: Re-establishing context at the heart of intelligent research
Bob Cook and Jessica Salmon, ESOMAR, Qualitative, Amsterdam, November 2012
With innovation, research concepts are often explored in research environments where real world context and time to think are in short supply.
With innovation, research concepts are often explored in research environments where real world context and time to think are in short supply. This creates a situation where logic and reason can have an unrealistic share of voice when ideas are being explored and evaluated. In 2009-2010, BT, the telecoms company, sought to understand how best to position its innovative (for the UK market) fibre optic broadband product. The desire was to get beyond the product facts of headline speed and connection reliability, and to really understand the human impact of supercharged internet connectivity. Using a future-facing global study and a video-enabled blog community, the research managed to use context to answer the brief, galvanise the client and inspire a successful TV ad.
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.
2020: Creating insights-based explorative future scenarios
Annette Böhmer, ESOMAR, Qualitative, Amsterdam, November 2012
The Creation Center is the creative think tank at Deutsche Telekom, the telco, that works as an in-house agency-like division.
The Creation Center is the creative think tank at Deutsche Telekom, the telco, that works as an in-house agency-like division. Qualitative research at the Creation Center is adding long-term strategic value through creating insight-based future scenarios and ideas for new product and service concepts. These scenarios allow the decision makers to build their product roadmaps based on a normative scenario and enables them to adapt their strategy quickly in case of changing circumstances. The Creation Center shows how qualitative research contributes high-value strategic value for a company that has to make continous, multiple decisions on infrastructure investments, strategic partnering and standardisation.
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.
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