Apresentação durante ISA 2012 sobre a pesquisa feita na Linha Amarela com Marcelo Morais e Ricardo Couto e os métodos utilizados na pesquisa.

1. LINHA AMARELA
RESEARCH IN METRO

2. The
situation
Concession with the Metro Linha
Amarela´s screens for 10 years.
Eventual lack of resources in research
and recruitment.
Lack of research about consumption of
content on metro´s screens.
Opportunity to analyze quickly and
cheaply user behavior in to relation
screens.
LINHA AMARELA
RESEARCH IN METRO

3. Interviews in place and recruitment.
Observation study.
Analysis of behavior, attention and
preferences by which content.
Longitudinal research: identify changes
over time in the perception or behavior
of people.
Cross-sectional research: to examine
and to consider information for
longitudinal analysis without measuring
time.
The plan
LINHA AMARELA
RESEARCH IN METRO

4. Monitoring + Interviews
23 participants
Interviews + Recruitment
28 participants
Interviews + Recruitment
30 participants
Interviews + Recruitment
33 participants
The
timeline
LINHA AMARELA
RESEARCH IN METRO

5. The
timeline
Exploratory research
Content Screen
Recall Terra´s brand
Olympics 2012
Content screen
Recall Terra´s brand
Elections 2012
Content screen
Recall Terra´s brand
Music´s consumption
Content screen
Recall Terra´s brand
LINHA AMARELA
RESEARCH IN METRO

6. Infographic
Conteúdos mais
lembrados
LINHA AMARELA
RESEARCH IN METRO

7. Media
LINHA AMARELA
RESEARCH IN METRO

8. Continuing research in:
Terra´s branding;
Recall content;
Element of distraction and Interest´s topics.
Evaluation of readability and speed´s reading to
measure the appropriate time for display content on
the screen.
Content topics - quantitative research
Cross-channels Experiment [metro + web + mobile]
What´s
next?
LINHA AMARELA
RESEARCH IN METRO

9. THANK YOU!