Capturing contextual experience

1. A
Presenta*on
from
The
NewMR
Mobile
Event
22
February
2012
Event
sponsored
by
Vision
Cri1cal
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa1on
about
Vision
Cri1cal
visit
www.visioncri1cal.com
For
more
informa1on
about
NewMR
events
visit
newmr.org
Capturing
contextual
experience
John
Griffiths,
Spring
Research

2. Speaker XXXXXX, Organisation, Country
This line to be edited by NewMR
WWW.SPRINGRESEARCH.COM
© SPRING RESEARCH LTD
2
CLIENT LOGO IN
MASTER HERE
Capturing contextual experience
February 2012
Prepared for: NewMR
By: Spring Research
Contact: 020 7428 7373

3. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Traditional market research is 2D,
often capturing irrelevant data
• Focussed
on
defining
personality
types
and
iden1fying
individual,
isolated
behaviours
• LiFle
or
no
examina1on
of
the
environments
within
which
decisions
are
made
• Masses
of
data
on
decision
making,
but
what
is
it
really
telling
you?

4. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
We need to understand decisions in
context

5. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Research ignores context
– Viewing facility?
– Hotel room?
– Private home?
– In hall?
• You can collect data anywhere right?

6. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Research ignores context
Hall tests
Link tests
Telephone research Street
surveys

7. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Research ignores context
– OLFGs
– BBFGs
– MROCs
• Online research assumes that
the primary context is online
households
workplace
on
the
move

8. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
We know that identity and therefore
experience is fluid and changing
• Professor
Erving
Goffman:
• We
all
wear
different
masks
at
different
1mes
• Our
social
roles,
iden11es,
and
therefore
decisions
change
in
rela1on
to
our
social
contexts
-­‐
Dramaturgy
• Instead
of
defining
internal
characteris1cs
(personality
segments)
we
need
to
look
at
individual
moments
–
decisions
in
their
context

9. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
To this end, we decided to look at
decision making in real time
• Using
this
approach
we
will
define
the
‘moments’
that
people
have
which
drive
how
they
use
products
and
services

10. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
When research addresses context
1 – Do you remember when ?
• The
first
gambit
is
to
ask
people
to
remember
what
they
did
and
how
they
felt.
The
problem
is
that
they
removed
from
the
context.
How
accurate
is
their
memory?

11. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
When research addresses context
2 – Can I interrupt?
• The
second
gambit
uses
interrup1on
with
a
mobile
phone
survey
(the
latest
weapon
of
choice).
In
a
way
that
invades,
disrupts
and
changes
the
context
it
tries
to
understand

12. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Solution: let them take their own
pulse quickly and simply
• Where
are
you?
• Who
are
you
with?
• What
are
you
doing?
• How
are
you
feeling?
• Take
a
photo
• Offer
an
open
answer

13. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
A map of core moments defined in
consumers’ own words Experience
key
Nervous
Feeling
down
*Size
of
moment
denotes
importance
Energised
Tired
Elated
Excited
Starving
Focussed
Jovial
In1mate
Relaxed
Morning
Mid-­‐
morning
Lunch
A]ernoon
Evening
Mon
Tues
Wed
Thurs
Fri
Sat
Sun

14. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Where does the brand fit?
• We
can
relate
contexts
to
brands
and
to
product
and
service
formats.
• Do
they
fit
or
not?
• What
makes
a
brand
fit
beFer?
• To
build
a
map
of
brand
relevance
and
opportunity

15. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
We will give an overview of where
different brands fits best Experience
key
Nervous
Feeling
down
*Size
of
moment
denotes
importance
Energised
Tired
Elated
Excited
Starving
Focussed
Jovial
In1mate
Relaxed
Morning
Mid-­‐
morning
Lunch
Mon
Tues
Wed
Thurs
Fri
Sat
Sun
A]ernoon
Evening

16. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
• defined
by
importance,
context
and
brand
opportunity
• Alongside
a
more
detailed
account
of
moments
with
insights
into
brand
and
communica1ons
opportuni1es
• Personalised
output
that
meets
any
specific
research
requirements
s1pulated
Building a map of core moments..

17. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
And yes we have an app for it..

18. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
What:
Open
ended
mobile,
contextual
data
collec1on
Online
diaries
with
in-­‐depth
modera1on
Depth
interviews
to
delve
further
into
the
experiences
Why:
To
define
moments
using
consumers
own
words
To
understand
the
range
of
relevant
physical
and
emo1onal
feelings
around
the
moments
Method overview

19. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Its time research learned without interrupting
Thanks for
listening!
John Griffiths
Creative Director
Spring Research
www.springresearch.com

20. Speaker: John Griffiths, Spring Research, UK
NewMR Mobile Event, 22 Feb 2012, Session 1
Q & A
Sue York
NewMR
John Griffiths
Spring Research

21. A
Presenta*on
from
The
NewMR
Mobile
Event
22
February
2012
Event
sponsored
by
Vision
Cri1cal
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa1on
about
Vision
Cri1cal
visit
www.visioncri1cal.com
For
more
informa1on
about
NewMR
events
visit
newmr.org
Capturing
contextual
experience
John
Griffiths,
Spring
Research