Aj johnson mobile - 2012

A
Presenta*on
from
The
NewMR
Mobile
Event

22
February
2012

Event
sponsored
by
Vision
Cri1cal

All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material

For
more
informa1on
about
Vision
Cri1cal
visit
www.visioncri1cal.com

For
more
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about
NewMR
events
visit
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Mobile
Research:
Beyond
Surveys

AJ
Johnson,
BrainJuicer

2
Mobile
Research:
Beyond
Surveys

AJ
Johnson,
BrainJuicer

Speaker AJ Johnson, BrainJuicer, UK
NewMR Mobile Event, 22 Feb 2012, Session 2

Speaker: AJ Johnson, BrainJuicer, UK
Jan
11
3

This
presenta*on
will

avoid
the
word
‘Survey’

And
avoid
the
use
of
the

term
‘Mobile
Phone’

Jan
11
4

Which
of
these
mobile
devices
are
capable
of
research?

Jan
11
5

Jan
11
6

Human
behaviour
driven
by
two
decision-‐making
Systems,

1
&
2
…

Slow

Explicit

Analy*cal

EﬀorSul

Cogni*ve

Proposi*onal

Conscious

System
2

Fast

Implicit

Experien*al

Ins*nc*ve

Emo*onal

Metaphoric

Unconscious

System
1

“We
are
not
thinking

machines
that
feel;

we
are
feeling

machines
that
think”

Antonio
Damasio

Jan
11
7
Jan
11
7

BUT….
Human
behaviour
is
a
complicated
business…….

Individual
Factors
Social
Factors

Environment
(Physical
&
Choice
Environments)

Jan
11
8

“Since
the
majority
of
money
spent
on
market

research
is
spent
on
de-‐contextualised
market

research
–
which
is
essen*ally
asking
people
to

make
a
theore*cal
decision
–
how
much

predic*ve
value
does
this
really
have?”

Rory
Sutherland,
Ogilvy
Vice
Chairman
&
Former
IPA
President

Jan
11
9

So
rather
than
thinking
of
it
as

‘Mobile
Research’

‘Contextualised
Research’

where
the
mobile
device
is
the

ideal
tool

We
see
it
as

Jan
11
10

The
Peak
End
Rule

‘Humans
have
a
tendency
to

evaluate
experiences
by
how

they
end’

Daniel
Kahneman
and
Donald
Redelmeier

Jan
11
11

Why
‘Hot
States’
are
important
to
understand

The Heat of the Moment: The Effect of Sexual
Arousal on Sexual Decision Making, Ariely &
Lowenstein, 2006

Jan
11
12

The
Eﬀects
of
Hot
States

Non-Aroused Aroused
% Saying ‘Yes’
Are women’s shoes erotic? 42% 65%
Can you imagine having sex with a
50 year old woman? 28% 55%
Is a woman sexy when she’s sweating? 56% 72%
Is just a kiss frustrating? 41% 69%
The Heat of the Moment: The Effect of Sexual Arousal
on Sexual Decision Making, Ariely & Lowenstein, 2006

Jan
11
13

8 8
26
37
42
31
47
40
27
34
89 10
5
10
29
19
38
30
25
32
Total
Excited
N
otexcited
H
ot
C
old
JustR
ight
Ill/unw
ell
% Def/Prob buy
% Probably would buy
% Definitely would buy
Average
Monadic
Purchase
Intent
for
Ambient

Food
Concepts

Context
changes

the
way
we

feel,
think

and
behave

* *
Significance shown at 95% level

Jan
11
14

Understanding
the
emo*onal
shopper

Jan
11
15

Measuring
the
impact
of
emo*on
and
psycho-‐physiological
states

during
the
shopping
experience

Jan
11
16

Knowledge
of
how
emo*on
&
visceral
state
influence
purchasing

will
lead
to
behavioural
‘interven*ons’
that
might
be
trialled

Understanding

&
diagnosing

behaviour

Emo*on,
Visceral,

Context

Purchase
data
In
store
behaviour

1.
Do
hungry
people
buy
more?

2.
Do
excited
shoppers/those
in
rush
buy
on
deal
less?

3.
Does
feeling
warm
increase
the
purchase
of
cold
soM
drinks?

4.
Does
anxiety
lead
to
less
1me
spent
in
store?

Interven*ons

ac*ng
on
our

understanding

1.
Place
hot
deli
counter
near
entrance
to
waM
temp1ng
aromas

2.
Generate
excitement
near
fixture
to
reduce
effec1veness
of

(compe1tor)
promo1ons

4.
Play
calming
music
to
encourage
increased
1me
in
store

3.
Adjust
air-‐condi1oning
around
the
drinks
aisles

Jan
11
17

Measuring
experiences
using
mobile

Jan
11
18

Gaining
emo*onal
response
and
discussion
around
live
adver*sing

Jan
11
19

Line
Event
Monitoring
Pilot:
2nd
Half

Visceral

States

All
this
for
a
KIA?

is
commercial
Ame
aBer

halBime
1/2
priced?

These
commercials

blow.

We
won!

Woohoo!

Pats
are
in

the
zone

I'm
sooooo
bored
by

game
and
ads.
Sigh
Go
Giants!!!!

EndZone

Buﬀalo
wings,
pizza,
lots
of

cookies
!!
Chilli...
OMG
I
can’t
eat

anymore
!

Wow.
Great
catch.

I
think

my
chances
are
lower

now.

Not
great
end

for
the
Pats.

I
wasn't
very

impressed
by
the

Honda
ad

I
liked
it.
Couldn't

believe
they
brought

back
the
valet
guy.

Wow.
Great
ending.

Great
game.
Great

app!

Hunger
gone,

thirst
back

Anxiety
up

3rd
Quarter
4th
Quarter

Comments
Key
Giants
fans

Pats
fans

Jan
11
20

Evalua*ng
new
channels
of
communica*on

Maintaining
the
‘Hot
State’
through
the
experience
to
the
research
evalua*on

Jan
11
21

Unreliable
witnesses…

Jan
11
22

Meet
Our
Detec*ves

Team

Marple

The
case
for
Individual

Factors

Team

Poirot

The
case
for

Social
Factors

Team

Columbo

The
case
for
Choice

Environment

Team

Holmes

The
case
for
Local

Environment

Mass
Ethnography
–
Observing
the
behaviour
of
others

Jan
11
23

Mass
Ethnography
–
Observing
the
behaviour
of
others

Jan
11
24

And
homes
can
talk:
Introducing
BrainJuicer’s
Talking
home

Monitoring
energy

Sleep
monitoring

Video
diaries
and
camera

observa*ons

Measuring
connected

technology

Monitoring
appliance

usage

Capturing
emo*on

Personal
measurement

Jan
11
25

Measuring
interven*on

Week
1
Week
2
Week
3
Week
4

State
of
the
art

designer
bin

delivered
to
house

No
interven*on

No
interven*on

Pro-‐recycling
mail

sent
to
home

Jan
11
26

What
to
take
away
from
all
this

S To
maximise
the
success
of
research
using
mobile
devices

–  Play
to
its
strengths
and
embrace
the
opportuni1es
it
brings

–  Frame
research
design
with
an
understanding
of
human

behaviour

S We
need
to
be
beer
at
contextualising
research.
Mobile
is
a
great

tool
for
doing
this

S Mobile
technology
will
con1nue
to
rapidly
develop.
We
have
only

seen
the
beginning
of
the
research
poten1al

S And
please
don’t
just
think
surveys
when
you
hear
the
term

mobile
research

Q
&
A

Jan
11
27

Ray Poynter
Vision Critical
AJ Johnson
BrainJuicer

28
Thank
you

Contact
aj.johnson@brainjuicer.com

Speaker AJ Johnson, BrainJuicer, UK
This line to be edited by NewMR

Aj johnson mobile - 2012

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