Abstract:

Research should always be about putting the consumer at the centre of our thinking. Considering an acceleration of mobile platforms, now is the time to focus on developing "device-agnostic". In alliance with Ipsos global/local experts, we challenged ourselves to design a "device-agnostic" interface for our tracking study. The main focus was to uncover how small screens impact our survey and prepare for the ever-increasing number of people accessing surveys via smartphones. As Japan is within the top 10 markets for Coca-Cola, the challenge was to remain globally aligned but locally executable. We jointly invested a pilot run for prototype interfaces offering a positive experience to those on smartphones. The question was never "could we do multi-device" but "how to reflect the reality that was already around us".