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

Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter