Why not make use of smartphones during focus groups instead of forbidding them? Within traditional focus groups, verbal communication is leading. We, as moderators, perceive smartphones as devices that distract respondents from the subject and that disturb the focus group. On the other hand we all know that the smartphone is our buddy and we understand that people don't like to switch it off or lay it apart. This made us wonder: why not use these buddies as an extra sensor during focus groups, instead of feeling annoyed about them? Could we use this focus on the smartphone-buddy to increase focus on the discussion? Motivaction and Noterik have developed a technology (VisualFocus) that visualises smartphone activities on a central screen. We use this technology to get individual reactions before discussing things in the group, and to spice up our focus groups. VisualFocus is fun for respondents, for clients and for the moderators.
'Whoozini.com, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase before testing. They also wanted to do research mostly digitally and in the most cost-effective way. For this, we created an MR Mobile App for 360 degree NPD & Innovation work. The result? Whoozini.com won the Innovation Award in one of the biggest start-up events and has subsequently launched the app in the USA & SEA regions!
Whozini.com, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase before testing. They also wanted to do research mostly digitally and in the most cost-effective way. For this, we created an MR Mobile App for 360 degree NPD & Innovation work. The result? Whoozini.com won the Innovation Award in one of the biggest start-up events and has subsequently launched the app in the USA & SEA regions!
In Brazil, there is more than one smartphone per inhabitant and through these devices technology has become part of daily routines, meeting the population's expectations to stay connected at all times and anywhere. In view of that, Croma has developed Mobile Trend: a valuable tool that, through a continuous tracking panel, investigates users' habits and behaviours, carrier attractiveness, device evaluation and purchase decision attributes, as well as drivers delivered as a decision ranking tree, in order to aid and orient mobile segment enterprises in their portfolio construction. This is supported by recent and relevant information that leads to the understanding of the Brazilian consumer's preferences, behaviour and trends. In a nutshell, Mobile Trend is a panel that enables fundamental decision- making based on a consumer-centric approach. The questionnaire was designed to focus on the habits of users. The goal of the research is not only to monitor the ownership of a particular brand or model, but also the solutions to needs users are seeking when choosing the devices they have. At first, the online questionnaire was applied to analyze the declared general habits and for the next waves, the real accesses will be measured in order to allow for a better detailing of the usage. The behavioural and geolocation learnings are being analyzed and will be shown at 2019 ESOMAR Congress.
Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the âdigital kingâ, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as âfreshâ data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the digital king, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as fresh data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
The world of measurement is changing. New streaming technologies with over-the-top (OTT) apps, connected devices and social media are expanding the media landscape. On the technology side, data management platforms, advertising exchanges and real-time programmatic technologies are revolutionizing the ad industry with data-driven and predictive ad delivery capabilities. On the consumer side, we've been witnessing a growing generation of cord cutters and cord nevers (people who skip Pay-TV subscription), and an increasing number of OTT offers. In this new fragmented media consumption scenario, eCGlobal Labs and Immetrica will present a state-of-the art technology called Alldience, a multiplatform audience measurement solution that combines ACR (automated content recognition) and eCGlobalâs mobile community application, transforming mobile devices into "Smart People Meters", with the capability to follow TV Viewers wherever they are, measuring media consumption anytime, on all screens, all devices, and on any platform (TV, Digital, Social Media).
Whozini.com, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase before testing. They also wanted to do research mostly digitally and in the most cost-effective way. For this, we created an MR Mobile App for 360 degree NPD & Innovation work. The result? Whoozini.com won the Innovation Award in one of the biggest start-up events and has subsequently launched the app in the USA & SEA regions!
Snapchat, Instagram, Pokemon Go, Uber and Venmo are just few of the app brand launches of the past five years that have gobe on to become household names. Using the wide range of connected data at its disposal, YouGov set out to understand the most significant factors driving adoption of successful mobile apps in the US, and identify the apps with the highest propensity to take off in 2018. We belive that the apps with the greatest likelihood to "fly" in 2018 are Moviepass, Wish, and NewsRepublic. This paper outlines the research methods, rationale and insights that led to this conclusion.