This presentation describes a digiqual study applying a new way of exploring the drivers of the current smartphone app boom. Using a hybrid approach, 'tested and trusted' and never-used-before qualitative techniques were combined to gather truly authentic app insights. Classic focus groups, online diaries and focus groups conducted in the dark by a blind moderator shed light on the psychology of app usage from a new perspective, opening eyes about the true drivers of the current app boom.
Greet, Wendy and Ute shamelessly talked with women about the content of their bag. So did their partners around the world, from Shanghai to Stockholm. Bags from 15 countries will tell the stories of their owners. Female insights based on one of the most intimate accessories in a woman's life: her handbag. An international perspective on a universal female bond (me and my bag) and cultural differences. Their learned that a handbag is not only full of secrets but also full of hidden needs. Getting curious?