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.
Videos
Of mice and men: Revealing the unconscious with the mouse tracker
Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: George Cox, Jon Osborne, Genevieve Hall
Companies: Insight Dojo, Shionogi
November 11, 2018
Case Studies
Profiting
Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Omnia Holland, Danielle Holland
 
November 11, 2018
Case Studies
Blindfolded, describing an elephant
Catalogue: Congress 2018
Author: Leigh Caldwell
 
September 23, 2018
