immersive research toolbox
TRANSCRIPT
Maximizing Your Online Immersive Research Toolbox
TargetMarketImmersion ProductUseest(IHUT)
Rachel Bell, Director of Customer Experience, Revelation
Rachel Bell Director of Customer Experience Revelation, Inc
Today, we will discuss -
Using the qualitative practice of Immersive Research to get rich, deep insights.
Incorporating Mobile in an Immersive research project
Setting study expectations for you and your participants
Immersive Research
An online research framework that captures consumer behaviors, experiences and emotions in context.
Using Activities To Explore Consumer Experiences
The Revelation Approach: Activity-Based Research
Activity-Based: Please take a photo tour of your
fridge then describe it.
Butter Cheese Lettuce Mustard Milk Leftover Spaghetti Carrots Orange Juice Jam
Question-Based: What’s in your
fridge?
Technology Components of Immersive Research
Digital Media
Richness
Social Software
Engagement
Mobile Devices
Immediacy
Mobile Applications for Online Qual
Consumers can capture and document their experiences in the moment, while it’s happening.
As a researcher you are able to get closer to the experience – vs. participants reporting back at a later time.
Use Mobile For…
Shopping Experience
Point of Purchase info capture
Mobile Diaries
Track & record behaviors
App Evaluation
Tech usage
-- Keep It Short and Simple
--Use “Record Then Reflect” Method
--Set Clear Expectations
Best Practices for Mobile Activities
Study Expectations
Consider the stakeholders involved in the project:
Participants You Clients/other stakeholders
Participants
Create an environment conducive to sharing
Acquire – recruiting the right people is key
Engage – keep it interesting for them
Retain – hold their interest throughout, incentive strategy
You
Three steps for a successful project
Planning is key – timeline, vendors, understanding technology
Get involved – Schedule time on Day 1 to say “hi” to participants
Scope for profitability – understand how much time you’ll need
Clients
Key is to engage clients / internal stakeholders early
Ensure they have a preview of technology
Give them a job to do!
Plan regular check-in meetings
To Review:
Immersive Research is a great approach for geting rich, deep insights.
Mobile activities are ideal for capturing behaviors.
Study expectations should be clear for participants, researchers and clients to ensure a stress-free project.
Q&A
Rachel Bell, Director of Client Services [email protected]