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Rolling Labs Connected Car Research Method - MWC Feb 2014

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Rolling Labs connected car research presentation by Mike Courtney of Aperio Insights at Mobile World Congress 2014. Preso was given at the Mirrorlink conference.

This short presentation highlights the use of digital ethnography as an observation tool to understand consumer behavior in automobiles for the purposes of developing new connected car applications and services

Published in: Automotive
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Rolling Labs Connected Car Research Method - MWC Feb 2014

  1. 1. Revealing Insights for Clear Decisions Innovation Panel Developing New Apps & Services A Researcher’s Perspective February 25, 2014 www.aperioinsights.com
  2. 2. Mike Courtney — Researcher and Futurist Masters degree in market research, published author and angel investor. Educated and trained in both traditional research and long range scenario planning. Data Analysis | Ethnography Ideation | End User Requirements New Product Validation | Roadmaps 1 Revealing Insights for Clear Decisions
  3. 3. Exciting Times….. Has he seen this movie ? I forgot my wallet ! I can pay ! 2 Revealing Insights for Clear Decisions Not yet!
  4. 4. Now Playing… The Dashboard Mystery Rated LTE What’s going on in there? 3 Revealing Insights for Clear Decisions I can’t tell, and that scares me!
  5. 5. ROLLING LABS CONNECTED CAR RESEARCH 4 Revealing Insights for Clear Decisions
  6. 6. Changing Expectations That looks cool ! 5 Revealing Insights for Clear Decisions I love what this can do !
  7. 7. 6 Revealing Insights for Clear Decisions
  8. 8. 7 Revealing Insights for Clear Decisions
  9. 9. 8 Revealing Insights for Clear Decisions
  10. 10. 9 Revealing Insights for Clear Decisions
  11. 11. What We’ve Learned Hmmm… Interesting. So that’s how I get more traction ! 10 Revealing Insights for Clear Decisions
  12. 12. The Challenge — Integrating Research + Product Development Research Iterative Cycles Sketch Critique Product Development 11 Revealing Insights for Clear Decisions Present Higher Quality Solutions
  13. 13. Unstated Needs Tell More of the Story STATED NEED — Can you just build an iPad into my dashboard? 12 Revealing Insights for Clear Decisions UNSTATED NEED — I want familiarity, ease of use, high quality, choice of apps, etc. Source: http://www.phonesreview.co.uk/wp-content/phoneimages/2011/03/ipadcar.jpg
  14. 14. Low Fidelity is Useful Low Fidelity 13 Revealing Insights for Clear Decisions High Fidelity Source: architectradure.blogspot.com and www.lincah.com
  15. 15. Leverage Sensors & Machine Vision 14 Revealing Insights for Clear Decisions
  16. 16. Timeless Needs Pothole Up Ahead 15 Revealing Insights for Clear Decisions Thanks !
  17. 17. Developers, start your (app) engines — Ready, Set, Go! Mike Courtney e: mike@aperioinsights.com m: +1 469-363-0109 www.aperioinsights.com 16 Revealing Insights for Clear Decisions

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