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Market led development of digital media based on qualitative research

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Market led development of digital media based on qualitative research

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Market led development of digital media based on qualitative research (presented by Thomas Troch - InSites Consulting and Tom Armstrong - Vodafone) at the Merlien Qualitative 360 event in Berlin (DE) on Thursday April 18, 2013.

Digital media users are becoming very savvy in the way they expect and consume digital content. Proliferation of different devices and interfaces necessitate accurate understanding of user needs and expectations. By adopting qualitative user trials, experiences are captured near the ‘moment of truth’.

Market led development of digital media based on qualitative research (presented by Thomas Troch - InSites Consulting and Tom Armstrong - Vodafone) at the Merlien Qualitative 360 event in Berlin (DE) on Thursday April 18, 2013.

Digital media users are becoming very savvy in the way they expect and consume digital content. Proliferation of different devices and interfaces necessitate accurate understanding of user needs and expectations. By adopting qualitative user trials, experiences are captured near the ‘moment of truth’.

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Market led development of digital media based on qualitative research

  1. 1. Market led development of digital media based on qualitative research Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone Thomas Troch Research Innovation Manager, InSites Consulting
  2. 2. Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone Business 12 years experience in FMCG, 4 years in technology Empathy in problem solving Technology Vodafone Technology led global organisation
  3. 3. Thomas Troch Research Innovation Manager, InSites Consulting Background in product/service design Passion for understanding people People InSites Consulting Strong belief in the empowered consumer Creativity
  4. 4. Innovation at the intersection Business How to bring quality in a world where speed and simplicity in People Technology development are king? Creativity
  5. 5. LET’S TALK TECHNOLOGY
  6. 6. Challenging the status quo Technical challenges with high complexity Tech Product
  7. 7. Challenging the status quo Dedicated teams to keep track of fast evolutions Tech Product
  8. 8. Challenging the status quo Dedicated methods to solve specific issues Tech Product
  9. 9. Challenging the status quo Drive loyalty Launch 10 new internet services in FY2012 Gain buy-in from 21 markets
  10. 10. LET’S TALK PEOPLE
  11. 11. Marshall McLuhan We shape our tools and afterwards our tools shape us.
  12. 12. Consumer needs and expectations towards digital content are changing at lightning speed.
  13. 13. Customer participation in digital media innovation 1. Start from a relevant consumer insight. Parents have a need to protect their children from unsafe mobile use.
  14. 14. Customer participation in digital media innovation 2. Lean development, releasing well-working prototypes from the lab as soon as possible.
  15. 15. Customer participation in digital media innovation 3. Capture real life service experience over time & co-create development roadmap. Helping families to teach their children how to responsibly use their mobile and the internet.
  16. 16. THE MOMENT OF TRUTH
  17. 17. Need for a holistic & integrated approach, matching real life behaviour of service usage over time.
  18. 18. GET THE MOST OUT OF IT
  19. 19. Numbers The robust qualitative approach, adding numbers and structure, was able to engage internal stakeholders across different functions.
  20. 20. Profile Digitalized users Target group of who are highly smartphone adopters involved and can push expectations
  21. 21. Time + Emotion Discovery Understanding Evaluation Trial Adoption Repeat -
  22. 22. Capturing ‘in-the-moment’ thoughts and actions through task-based activities on the mobile community app.
  23. 23. High consumer engagement is leading to surprising formats of feedback; this is an example of an infographic generated by a consumer without prompting.
  24. 24. SO WHAT?
  25. 25. Significant impact on development 1. Guiding Go / No Go decisions.
  26. 26. Significant impact on development 1. Guiding Go / No Go decisions. 2. Optimized services are surpassing targets.
  27. 27. Significant impact on development 1. Guiding Go / No Go decisions. 2. Optimized services are surpassing targets. 3. Buy-in with local markets, facilitating interdisciplinary team work.
  28. 28. “The user trials we performed with Tom has been the most powerful tool to ensure that we stay in touch with the customer. It provides the ultimate truth, an irrefutable source of information, representing facts rather than opinions and arguments – the end of all discussions. But user trials can help also in many other ways – better than any training to make your teams understand what customer focus is really about and a powerful tool to show management that their view might not be their customer’s view, especially in these days where every CEO wants to be like Steve Jobs.” Enrique Marti del Olmo, Head of Communications @ Vodafone
  29. 29. "The feedback we received both quantitative and qualitative directly influenced the products changing the priority of existing items on the roadmap and adding new ones. Other feedback channels like Customer Service or Apps stores give an indication of what to change or enhance, however, to really understand how the customer uses the product you need to run an FUT." Phil Grange, Senior Product Manager @ Vodafone Group
  30. 30. Significant impact on development 1. Guiding Go / No Go decisions. 2. Optimized services are surpassing targets. 3. Buy-in with local markets, facilitating interdisciplinary team work. 4. Engaging in longer term relationship with customers who want to collaborate.
  31. 31. Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone http://www.linkedin.com/pub/tom-armstrong/1/657/806 Thomas Troch Research Innovation Manager, InSites Consulting @thomastroch http://www.linkedin.com/in/thomastroch

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