WHY RECALL MUST DIEBy Andrew Jeavons, President, Survey Analytics
CAPTURING THEPOINT OF EMOTION
PDP 11/10 16,000 bytes
iPhone 4S16,000,000,000 bytes
Mobile phones  and Social  Evolution:Teenage Dating “Talking” is   the new  courting. Technology  changes  behavior.
ShopSavvy.com 9.3mm users
Consumer Memory
Post Traumatic Stress Disorder“Super memories” – can‟t forget them.         The Engram Model Memory as static, recall as r...
“Our memories areformed by the act of  recalling them..”  - Jonah Lehrer    Wired, 2012
Ecstasy, PKMzeta, Zeta  Interacting Protein
Why we have toforget: the story of „S‟ We need to forgetmore than we need to     remember„S‟ obviously had too    much PKM...
Eyewitness Testimony:“…the mere fault of being human results in distorted       memory and inaccurate testimony”          ...
The Point of Emotion
Memory  and MarketResearch
• The process of recall alters  what we recall.  – The survey process could be    altering the data.  – Long surveys have ...
Immediacy – they can be available close to the “Point ofEmotion”. Geolocation capabilities enable us to track consumers.Cu...
Questions per surveyOptions per question140 characters question text
Smartphones: Passive Data Collection                    Huge amount of data about phone                    usage available...
Diaries:  Text, Video, Image, VoiceDate, Time, location triggered
Potential to collect other formsof data:Blood PressureEnvironmental measurementsWeb activity           iGeiger            ...
Harnessing the power ofsmartphones is the key tounderstanding consumers  over the next 10 years.
Why Recall Must Die - Capturing the Point of Emotion
Why Recall Must Die - Capturing the Point of Emotion
Why Recall Must Die - Capturing the Point of Emotion
Why Recall Must Die - Capturing the Point of Emotion
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Why Recall Must Die - Capturing the Point of Emotion

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Survey Analytics President Andrew Jeavons takes you through some recent findings in the world of psychology and challenges the market research status quo.

The assumption underpinning the standard market research operating procedure of directed recall is that we can reach into our experiences and retrieve complex information. But is that true?

Smartphones present an opportunity for capturing feedback at the Point of Emotion (POE), the point in time when a consumer is using a product, both through smartphone surveys and passive data collection.

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Why Recall Must Die - Capturing the Point of Emotion

  1. 1. WHY RECALL MUST DIEBy Andrew Jeavons, President, Survey Analytics
  2. 2. CAPTURING THEPOINT OF EMOTION
  3. 3. PDP 11/10 16,000 bytes
  4. 4. iPhone 4S16,000,000,000 bytes
  5. 5. Mobile phones and Social Evolution:Teenage Dating “Talking” is the new courting. Technology changes behavior.
  6. 6. ShopSavvy.com 9.3mm users
  7. 7. Consumer Memory
  8. 8. Post Traumatic Stress Disorder“Super memories” – can‟t forget them. The Engram Model Memory as static, recall as reading.
  9. 9. “Our memories areformed by the act of recalling them..” - Jonah Lehrer Wired, 2012
  10. 10. Ecstasy, PKMzeta, Zeta Interacting Protein
  11. 11. Why we have toforget: the story of „S‟ We need to forgetmore than we need to remember„S‟ obviously had too much PKMZeta
  12. 12. Eyewitness Testimony:“…the mere fault of being human results in distorted memory and inaccurate testimony” - Fisher and Tversky (1999)
  13. 13. The Point of Emotion
  14. 14. Memory and MarketResearch
  15. 15. • The process of recall alters what we recall. – The survey process could be altering the data. – Long surveys have a bigger potential to do this.• We have to forget a lot of things. – There is no real guarantee we remember the experience sought. – We may make up the memories we don‟t have.
  16. 16. Immediacy – they can be available close to the “Point ofEmotion”. Geolocation capabilities enable us to track consumers.Currently survey questions are far removed from the events theyask about.Quick responses – survey results available instantly.Quick rewards – available after the survey is taken. Encouragesparticipation.
  17. 17. Questions per surveyOptions per question140 characters question text
  18. 18. Smartphones: Passive Data Collection Huge amount of data about phone usage available: Battery status Installed apps Data volume down/up loaded Available storage Browser usage Accelerometer Location Sound levels and more…. Different type of “demographics” i.e. movement
  19. 19. Diaries: Text, Video, Image, VoiceDate, Time, location triggered
  20. 20. Potential to collect other formsof data:Blood PressureEnvironmental measurementsWeb activity iGeiger iCelcius
  21. 21. Harnessing the power ofsmartphones is the key tounderstanding consumers over the next 10 years.
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