Abstract:
In this paper, we will introduce a relatively new technology, the MouseTracker, a method that we have integrated in classic in-depth interviews. This has allowed us to get richer insight on three critical business decisions: - How do we segment customers? - How do we develop products based on the real and latent motivations and barriers for the adoption? - How do we identify the competitive set so that we can develop the appropriate positioning? Our aspiration for this paper is that readers will attempt to apply the MouseTracker within their specific business context. The true benefit of the MouseTracker and other new technologies for solving business problems is realised when these are integrated with other methods. Fusion is powerful. Although we have just begun using the MouseTracker, we believe this is an accessible, unobtrusive, easy to use technology that can add value to the field of insights across different industries.
This could also be of interest:
Research Papers
Of mice and men: Revealing the unconscious with the mouse tracker
Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Daniel Rayner, George Cox, Genevieve Hall, Jon Osborne, Vivek Banerji
Companies: Shionogi, Insight Dojo
November 11, 2018
Research Papers
Using computer mice to enhance data capture
Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Author: Ray Poynter
 
June 15, 1992
Research Papers
Modeling the power of "word of mouse"
Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Bruce Grey Tedesco, Pat Kidd
 
June 14, 2004
