Mobile Research Gets Real! Hewlett-Packard Lets the Consumer Decide.


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The greater the ability to follow the natural inclinations and habits of the consumer, the better insights we gather. Innovative qualitative research trends and technology deliver better value only if they allow you to truly get into consumers’ lives and get to know them in their element.

Qualvu’s John Williamson and Hewlett-Packard’s Sterling Jackson will challenge how you think about mobile research.

They will discuss why you should be focusing on the desired outcome and objectives of the study, rather than obsessing on the technology used. They will also show you how Hewlett-Packard was able to follow the natural shopping journey of high school graduates looking to purchase a PC and a printer for college by allowing respondents to choose the technology and location that best fit their needs.

John Williamson, CEO & Founder, Qualvu
Sterling Jackson, Research Manager, Americas Shopper Insights, HP

Published in: Business, Technology
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  • Couldn’t’ be further away from you or a facility
  • Qualvu utilizes discourse analysis to analyze project video content, including verbal, non-verbal and ethnographic observational information gathered during the collection phase.  Given the candid, natural context of each study (consumer settings, participant-driven submissions throughout each day and night, and void of any peer or researcher pressure), Qualvu analysts are able to mine natural language and instances beyond conventional sentence boundaries – or more specifically, naturally occurring language use more closely associated with private communications than those often found in traditional, controlled research settings.  The essential difference between discourse analysis and text linguistics is that the former aims at revealing socio-psychological characteristics of a person rather than text structure.Importantly discourse analysis is the root of Qualvu insights based on findings, or observations, allowing for the assessment of signs, indications, analogy, metaphor, symbolism, and connections throughout the project video content often inherent in participant video submissions.
  • Perfect for the shift occurringOnline medium, for consumers, is the link to their lives – on AND offline
  • Multi: How – webcams, flip cams, smartphones – in the moment, and empowering to use the right method for the insightsPoint: Smartphone Mobile app.Rich: What: whether simply a casual, or intense facial expereince, or in-home, at work, ethnographic – or even pictures, and in the case of today’s increasing reliance on online content – screen share.
  • Note: quali-quant – don’t even have to say – simply DO.This is a perfect seque to the HP study.
  • OBJECTIVEHP was interested in understanding the shopper journey of the incoming college freshman for their PC and printer purchase for college. METHODOLOGYThis study utilized Videodiary and pocketcams to explore attitudinal and behavioral insights. Qualvu also collected usability and UX research, through screen tracking and recording of associated narrated audio.   SUCCESS!The study explored participants’ shopping habits and preferences, decision making processes and experiences, and identified any gaps or opportunities in the process. 
  • JW and SJ
  • Mobile Research Gets Real! Hewlett-Packard Lets the Consumer Decide.

    1. 1. John Williamson<br />CEO & Founder, Qualvu<br />Sterling Jackson<br />Research Manager, Americas Shopper Insights, Hewlett-Packard<br />Twitter: @johnmwilliamson<br />Watch the recorded presentation!<br />
    2. 2. three things you will learn<br />the qualitative ‘perfect storm’<br />riding the current of consumers lives empowers better decision making than ever before<br />HP: a case study in 360 view of their consumer<br />Watch the recorded presentation!<br />
    3. 3. a whole new world<br />whole new levels of consumer engagement<br />whole new levels of <br />accuracy in decision making<br />Watch the recorded presentation!<br />
    4. 4. here’s where your <br />consumers live their lives<br />
    5. 5. here’s where you ask them questions about their lives <br />Watch the recorded presentation!<br />
    6. 6. how does this liberate you?<br />Watch the recorded presentation!<br />
    7. 7. limitations:<br /><ul><li>out of context
    8. 8. social pressure
    9. 9. complex logistics</li></li></ul><li>liberated<br />…deeper, more candid insights…breaking the boundaries of “project”<br />
    10. 10. empowered<br />…streamlined collection, clarity in insights…decisions based on truth…true discourse analysis<br />Watch the recorded presentation!<br />
    11. 11. setting<br />privacy<br />convenience<br />in the moment<br />Four pillars of great qualitative researchavailable and powered by mobile innovation<br />
    12. 12. … is simply about asking consumers for permission to observe their lives as they happen… <br />Watch the recorded presentation!<br />
    13. 13. combining behavioral observation with attitudinal inquiry<br />
    14. 14. liberating participants<br />multi-method<br />to allow consumers to choose how to share<br />rich media <br />to allow consumers to share what’s relevant when relevant<br />Watch the recorded presentation!<br />
    15. 15. depthcloser to the truthbetter decision makingmore than askinglistening and watching natural behaviormore than a projectriding the current of their livesmore than analysisthe right decisions are clear and unequivocal<br />Watch the recorded presentation!<br />
    16. 16. a 360 view of the shopper journey: case study<br />Watch the recorded presentation!<br />
    17. 17.
    18. 18. final thoughts<br />liberating times<br />for researchers<br />for consumers<br />for anywhere, anytime access<br />true 360 view <br />video<br />true immersion<br />asynchronous<br />better decision making<br />
    19. 19. thank you!<br />next steps:<br />send questions to mobile@qualvu.comor on twitter (@qualvu)<br />visit<br />John Williamson<br />CEO & Founder, Qualvu<br />Sterling Jackson<br />Research Manager, <br />Americas Shopper Insights, Hewlett-Packard<br />Twitter: @johnmwilliamson<br />Watch the recorded presentation!<br />
    20. 20. Watch the recorded presentation!<br />