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Exploring the Meaning of Digital - Google

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Presented by Masao Kakihara, Senior Research Manager, Google …

Presented by Masao Kakihara, Senior Research Manager, Google
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

Published in: Business, Technology

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  • 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  • 2. Platinum Sponsor Media Sponsors Association Partners
  • 3. Exploring the Meaning of Digital A Case of Ethnographic Research on Mobile Life in Singapore Masao Kakihara Google Asia Pacific 20 November 2013 1
  • 4. Agenda Today’s agenda 1 Marketing Research at Google 2 Making Sense of the Digital 3 A Trial of Ethnographic Research 4 Methodological Challenges Google Confidential and Proprietary 2
  • 5. Google’s Marketing Mission “Know the user. Know the magic. Connect the two.” Google Confidential and Proprietary 3
  • 6. Research Domains 1. Advertising research 2. Product research Google Confidential and Proprietary 4
  • 7. Making Sense of the Digital Google Confidential and Proprietary 5
  • 8. Smart Devices Google Confidential and Proprietary 6
  • 9. Lots of Quant Research “New Multiscreen World” “Our Mobile Planet” Google Confidential and Proprietary 7
  • 10. Issues We Faced… Research challenges 1 Hard to explore smartphone usage by survey data 2 Technical & legal challenges for mobile behavioral data analysis 3 A huge gap between time spent on mobile and mobile ad investment Google Confidential and Proprietary 8
  • 11. A Trial of Ethnographic Research Objectives and Background To Provide a Cultural Analysis Of: • The deep emotional connections people are developing to their mobile devices • The ideas, values and goals that are guiding people’s use of mobile • The Meanings, practices, and routines that surround mobile devices To Consider: • Mobile’s cultural success in contemporary Singapore, one of the highest smartphone penetrated markets in the world (73%, Q1 2013) • How the Meaning of Mobile intersects with the cultural contexts of present-day Singapore, especially an emerging digital play culture Methodology: • 2-week field observation and 23 in-depth filmed ethnographic encounters, 2½ to 3 hours long, conducted in May 2013 in Singapore Google Confidential and Proprietary 9
  • 12. Deeply Embedded in Everyday Life Google Confidential and Proprietary 10
  • 13. How We Use the Result Google Confidential and Proprietary 11
  • 14. Methodological Challenges Challenges 1 How to connect to quant data and create a holistic story 2 Deep interpretation, low generalizability 3 Limited options for expression of the result Google Confidential and Proprietary 12
  • 15. Thank you! Google Confidential and Proprietary 13
  • 16. Platinum Sponsor Media Sponsors Association Partners
  • 17. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360

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