Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a point-of-experience advantage over other methodologies, but where the convenience of quick eye or wrist-level photography could provide additional benefits. It may be easier to capture images and they may be more representative of the experience but might the quality and volume lead to difficulties with codification? Well assess the respondent experience, the types of image captured and how image recognition techniques we use for mobile image data could be applied. Well also report on the technology, covering usability, reliability and an initial view on integration to the data collection process.
In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By surveying shoppers in Sweden close to the in-store experience, Google and Ipsos was able to get new, detailed insights regarding the new digital shopping experience. Using an innovative combination of mobile surveying and geo data, the research project was able to collect data very close in time to the actual behavior.
Open-ended feedback is often overlooked in survey design; however, social media and big data have transformed the way textual analysis is viewed. Taking inspiration from this the presenters have sought to reappraise the role of the open-ended question as not just as qualitative tool, but an exceptionally powerful means of gathering quantitative data. Through the establishment of a simple analytic framework, this presentation outlines how a single open-ended question can be used to replace a complete studys worth of close-ended questions. Data from over 25 studies will be used to illustrate how a well-crafted open-ended question provides both multi-faceted and easily quantifiable data. Armed with this knowledge the researcher is able to conduct more fruitful and more engaging studies.
AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada who own computers, tablets and smartphones. Shapley analysis, a solution borrowed from Game Theory, was deployed to quantify the relative value of each screen through measuring how each enhances or degrades the overall consumer experience. Learn how and why people transition between devices for different types of content and the impact of advertising in a multi- screen context. The results will give marketers and content creators clear direction for communicating to consumers across these devices and within specific content genres.
We look at two themes at the heart of marketing today ? the need to work with big data and the need to better understand how and where mobile fits in. The mobile phone is central to our lives in so many different ways. The data that are generated as a result of its usage tell a story about the shape and pattern of our days which offers the opportunity to understand with detail and precision where, when and how tech companies, service providers and brand marketers can most powerfully engage. We will showcase how analytics can guide the process of identifying patterns, helping structure diverse and unstructured data sets and build frameworks that allow us to use them to address the real life marketing challenge of how to best leverage mobile to connect with consumers.
A serious weakness of social listening research is that it is only good at measuring what we already have in our hands. But is that true? Listening research gives us unprecedented access to hundreds of thousands of opinions from disparate people all around the world. These people have complaints and desires and dreams and disappointments all of which beg for solutions and new developments. Join this presentation for a case study describing how to discover unmet needs via social media. Youll even come away with a few ideas with which to tease your clients.
Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain technical systems are used, purchased and desired more by users, who rate them more highly than other systems. The evaluation of human-machine Interaction (HMI) is also influenced by components of experience and affects. This has coined the term "User Experience" (UX) as an overall concept for new means of researching and quantifying human-machine interaction. For this reason GfK SirValUse, together with the GfK Verein, conducted a series of fundamental studies in 2011 and 2013 to develop an easily applicable model of User Experience.
We can learn from peoples search (engine) behavior patterns. Indeed, by analyzing what Internet users look for in search engines, it is possible to understand the way they verbalize their needs, fears or emotions towards specific products or brands. By manipulating very large databases of search queries, it is possible to discover major trends but also weak signals (projective aspect). This approach can be conducted internationally in a very short timeframe and with few material constraints. One key advantage to this methodology is that it brings objective, scientific, data-based answers to a very large spectrum of market research questions that classical methodologies fail to cover. It will make it possible to identify and predict consumer trends.
2013 saw Pinterest grow explosively and quickly solidify its place as one of the most visited social networks. Despite this, relatively little comprehensive research has been done to understand why some pins are more popular than others. While human behaviors on networks like Facebook and Twitter are becoming increasingly illuminated, we sought to do the same for Pinterest by decomposing the underlying drivers of pin virality, paying special attention to the role of user networks, source domain traffic and social popularity, and the pinned contents success on other social networks. Combining custom ethnographies with social analytics, we were able to gather a robust sample of inputs to develop a quantitative model of the factors that lead to maximum impressions of pinned content.
Combining both Big Data from the terabytes of browsing logs and mobile market research via mobile feature phones, Nokias consumer analytics has assembled an unprecedented view of browsing behaviors in emerging markets. This market research provides both global brands and local brands the insights needed to best position with emerging market consumers. Because of the rapid proliferation of mobile across the globe and the need to optimize surveys for all devices including less expensive feature phones, CatalystMR will present best practice insights and tips for effective mobile survey research.
The raison dêtre of market research is to aid decision-making. Research can only have a valid contribution if we understand what the client is trying to achieve and help them set measurable objectives this is a pre-condition to effective brand planning and evaluation. In addressing four key challenges to helping brands plan their digital and social campaigns in the most effective manner, we can help develop work that yields a stronger brand impact and return on investment. Digital activity needs to be given the attention that it deserves in terms of planning and evaluation so that the most inspiring and creative ways to connect with an audience continue to flourish.