This unique and special qualitative method-mix of Online Forums and Lego® Serious Play® evoked such valuable insights which were translated and transformed into mental maps of the past, the present and the future audio usage.
This unique and special qualitative method-mix of Online Forums and Lego® Serious Play® evoked such valuable insights which were translated and transformed into mental maps of the past, the present and the future audio usage.
Data is the cornerstone of our profession. Engaging people to share their data with us, whether opinion or observational data, is dependent on engaging with them in relevant ways. And relevancy requires us to understand their device, media, and communication trends. In this presentation, we will walk you through the most important consumer trends, the data those trends yield, and how that data is being actioned in market research. What's the latest on mobile, wearables, and PC use? How are consumers using email and messaging? What does today's media diet look like in terms of television, radio, and digital content consumption? Where are people going online? What types of data are people willing to share, and what worries them? What new types of data and data sets are being used? And how do you know that all of this data is representative? We will explore all of this, and wrap up with a few examples that will inspire you.
Millennials were born in an era where the internet was already part of their lives. They move fluidly and implicitly between multiple devices to stay constantly connected. Facebook commissioned a study from global research agency ComScore to understand where, how and when Millennials are interacting online. Along with internal Facebook data, we attempted to understand their behaviour within Latin American Countries (Argentina, Colombia and Mexico).
From smartphones and tablets to laptops and television, 90% of all media interactions [in the USA] today are screen-based. We took a closer look and discovered that there are two distinct ways people move among screens to get stuff done: simultaneously and sequentially. This study shows how these two modes of interaction trigger specific behaviours such as online shopping, and which devices people are using at the various stages of these interactions." (New Multi-Screen World, partner of Ipsos). Our aim is to get a deeper knowledge about this consumer in Argentina, as well as other countries in Latin America, and also make some comparisons to developed countries, such as USA, Spain and Australia.
In a leap that would have seemed astonishing just over a decade ago, many of us are now constantly connected to our digital world through our mobile device â and we see this play out across many facets of our daily life. This research applies an overarching theory of motivational science to the mobile tech space in order to understand how our motivational orientation, be it promotion or prevention, impacts our lives and our general well-being. For many, our smartphone is an extension of our hand. We know that in the last minute, there were 204 million emails sent, 61,000 hours of music listened to on Pandora, 20 million photo views and 3 million uploads to Flickr, 100,000 tweets, 6 million views, 277,000 Facebook logins, and over 2 million Google searches all via the mobile device (Gartner Symposium IT XPO, 2012). So what motivates this behavior what compels us to reach for our smartphone for the 150th time each day (Meeker, 2013)? Where does this perceived value come from? And how does this relatively new, yet suddenly constant behavior impact our general well-being? The work of Clive Thompson and other social scientists suggests that access to mobile technology â when used properly actually promotes well-being. If participants use their device in a way that mirrors their motivational orientation, they will have higher levels of life satisfaction and well-being than those who do not. But for many of us, that is not the case â we are obsessive and neurotic in our smartphone checking behavior. We are instantly swept away from the moment at hand, often feeling the stress and pressure of an always on society. The goal of this research is to understand the relationship between smartphone usage and motivational science â and how these two aspects of our life impact well-being.
A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three years, important changes have occurred in the way Latin American consumers interact with brands through social media and mobile devices. We will explain this evolution not only in terms of frequency of usage but also in very specific attitudes and behaviour which challenge the traditional methodologies that are used more than 90% of the time by market research firms in LATAM to understand these new consumers. 95% of internet users in LATAM access social networks, 100% of them have mobile devices and many of them use these to interact with brands. So how should we use the mobile devices to better understand the consumers?
From smartphones and tablets to laptops and television, 90% of all media interactions [in the USA] today are screen-based. We took a closer look and discovered that there are two distinct ways people move among screens to get stuff done: simultaneously and sequentially. This study shows how these two modes of interaction trigger specific behaviours such as online shopping, and which devices people are using at the various stages of these interactions." (New Multi-Screen World, partner of Ipsos). Our aim is to get a deeper knowledge about this consumer in Argentina, as well as other countries in Latin America, and also make some comparisons to developed countries, such as USA, Spain and Australia.
Data from a two-part national survey study will provide insight into how young adult users actually use Pinterest and help marketers determine strategy and teach companies to engage with young adults on Pinterest. The initial paper-and-pencil survey was fielded to a nationally representative sample of young adults ages 16 to 24 in the United States in the spring of 2012 (n=3,743). An online follow-up survey was fielded in the summer of 2012 to eligible responders to the paper survey who indicated social media use (n=1,686). By examining a unique user population slightly younger than the typical Pinterest user (i.e., mixed genders, ages 16-24 vs. females, ages 25-34), companies can leverage findings and create an effective strategy to market to and interact with a younger demographic.
This presentation will explore the impact and growth of digital in Asia, by asking the following: Does digital lead to an incremental reach and synergistic impact versus other media channels? The presentation will compare different media using a common currency while relating to the marketing objectives by evaluating the branding impact. How does a digital campaign vary across global geography (with a focus on Asia)? What is the performance of the emerging digital platform of mobile? What are the best practices for digital creatives?
Mobile research has long been discussed, but now it seems the opportunity and the capability are intersecting. Collaborating with luma Research, this case study looks at the future of mobile, and will explore how smartphone applications impact the approach, conduct, and results of research. the findings indicate that smartphone research is likely to present a relevant and engaging opportunity to the conduct of market research, and has the potential to become one of the main methodologies employed in market research in the short to medium term. Join this presentation as the possibilities that lie ahead of us with mobile research are explored.