Abstract:

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.