4. Source: Bain
THE EXPERIENCE GAP
Only 8% customers agree
80% of organisations think they have a
superior proposition
5. THE EXPERIENCE GAP
This costs companies an
estimated £260m in the
UK and $400m in the US
annually.
Source: Temkin
6. How it works – people use a smartphone
to post responses in the moment
7. Why is this a good thing?
- Research people in their natural environment
- Without the time and costs of traditional ethnography
- Closer to the moment of action / decision
- Works with other techniques
8. What can you use
it for?
h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-‐research-‐funnel
9. What can you use
it for?
h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-‐research-‐funnel
Mobile research
mainly sits here
22. Mobile research takeaways
1. Mobile research is a cost-effective way of researching
people ‘in the moment’
2. Uncover hidden needs with ethnographic approach
or structure for specific feedback
3. Diary studies or multi-stage tasks are the main
methodologies