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Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
Showing how a mobile mroc application boosts responses   elias veris
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Showing how a mobile mroc application boosts responses elias veris

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A MRMW presentation

A MRMW presentation

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  • 1. Mobile in MROCs:Towards the Next Frontier in Market Research Elias Veris Senior Research Innovator InSites Consulting @eliasveris
  • 2. We agree,Mobile is important. MRMW
  • 3. But what do we do with mobile in qualitative research? MRMW
  • 4. From wikipedia: Qualitative researchers aim to gather an in-depth understanding of humanbehavior and the reasons that governsuch behavior. The qualitative method investigates the why and how ofdecision making, not just what, where, when. MRMW
  • 5. It’s about digging deep. MRMW
  • 6. The 21st centurymethod of digging deep: MROC’s MRMW
  • 7. Engagement & Longterm &social dynamics Asynchronous Unsolicited, maturated feedback MRMW
  • 8. Gamification MRMW
  • 9. MRMW
  • 10. 15 inch 3,5 inch MRMW
  • 11. 15 inch4,3 x less engagement? 4,3 x less richness? 3,5 inch MRMW
  • 12. Ever tried to *tap* a really long and sensitive message to your girl or boyfriend? MRMW
  • 13. MRMW
  • 14. Let’s solve that through technology. MRMW
  • 15. Time to abandon the idea of mobile qual. MRMW
  • 16. Wait a second. MRMW
  • 17. No environment is 100% device-free anymore MRMW
  • 18. 64% shopping20% bike 25% bathroom 62% family MRMW
  • 19. It’s personal MRMW
  • 20. It’s contextual It’s contextual. MRMW
  • 21. We love personal & contextual #mrx! MRMW
  • 22. Breaking the barriers of time and place MRMW
  • 23. So should we abandon mobile qual? MRMW
  • 24. MRMW
  • 25. 2 information streamsPersonal Contextual MRMW
  • 26. Convenient feedback MRMW
  • 27. Breakfast cereals visual feedback Poll answer A picture of about my home ‘healthy personal lifestyle’ Comment in A picture of the me eating supermarket: breakfast difficult to contextual find cereals MRMW
  • 28. Different Other MRMW
  • 29. Heinz: Philips: insighting TK chinese use consumer immersion Famous: developing adsC1000: retailexperience Yelo: Launching app MRMW
  • 30. Heinz: Philips: insighting TK chinese use Personal & consumer contextual = immersion corePersonal illustration Famous: developing ads ContextualC1000: retail inspirationexperience Yelo: Contextual Launching critical app incidents Contextual = core MRMW
  • 31. Heinz: TK UsePersonal & contextual = core:The messy kitchens, the act of squeezing MRMW
  • 32. Famous: Developing ads“This is good advertising because…” Contextual inspiration: People are triggered to inspire the agency with ads they find. MRMW
  • 33. Telenet: Prelaunching Yelo“ I like this part… “ Contextual = core Being where the experience is. MRMW
  • 34. “Even for fruits and C1000:veggies, it’s Christmas” Retail experience Contextual critical incidents Christmas is an important part of the retail experience MRMW
  • 35. Philips: Consumer ImmersionPersonal illustrationsBedrooms that opened the client’s eyes. MRMW
  • 36. The right inflow at the right time enriches the MROC MRMW
  • 37. • The picture• The social pressure• The discussion MRMW
  • 38. 1. The basics to stay in touch2. Facilitate sharing MRMW
  • 39. MRMW
  • 40. MRMW
  • 41. It’s almost like the facebook model. “People that use Facebook on their mobile devices are twice as active on Facebook than non- mobile users” MRMW
  • 42. Integration in facebook. Integration in life. MRMW
  • 43. Seamless experience Second Screen MRMW
  • 44. Mobile will make anengaged MROC even more engaging. MROC application Fountain MRMW
  • 45. Like an infinite loop. MRMW
  • 46. And enrich data²+ MRMW
  • 47. Like an infinite loop. MRMW
  • 48. Wrap-up• Mobile = personal & contextual• Data = visual & quick• Mobile & MROCs: friends with benefits• Different friends ask for different benefits• Mobile enriches data• Mobile boosts engagement• Be where the people are
  • 49. Thanks!Find me via@eliasveris orelias.veris@insites-consulting.com Elias Veris

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