Mastering the Medium: Best Practices in Immersive Mobile Qual

1. 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
informa1on
about
NewMR
events
visit
newmr.org
Mastering
the
Medium:
Best
Prac3ces
in
Immersive
Mobile
Qual
Steve
August
and
Elizabeth
MacLaughlin,
Revela3on

2. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Mastering the Medium:
Best Practices in Immersive
Mobile Qual
Steve August
Elizabeth MacLaughlin

3. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Mobile is a Medium

4. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Each Medium has Strengths
Real
1me
interac1on
Speed,
Reach
and
Depth
“In
the
Moment”
Access

5. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
How Can Mobile Help Our Mission?

6. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Layers of Consumer Experience
Context
Behaviors
Emo1ons

7. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Using Activities To Explore
Consumer Experiences
Context
Behaviors
Emo1ons
Tours,
Show
Me’s,
Depriva1ons
Diaries,
Journals
Projec1ve
exercises,
Image
Metaphors,
Personifica1on,
Storytelling

8. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Going Mobile
8
• Our goal is to get as close to
the actual interactions,
experiences, and decisions
as possible
• Mobile allows us to capture
these important events as
they take place - in the aisle,
on the way to work, at the
computer - anywhere.

9. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Mixed Medium Case Study:
Exploring the World of Dads

10. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
What we wanted to learn
10
Who are these men, and what are
their roles in their families?!
!
What is their purchase influence
on specific categories?!
!
Who influences them?!

11. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Hunter Qualitative Research –
Jon McNeill
11
• Hunter Qualitative Research
is Jon McNeill, a product,
brand, and communications
consultant for clients like
Microsoft, Pepsi, Target, &
Yahoo!

12. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
The key players
12

13. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
The approach: Mixed
methodology for a 360º view
13

14. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Digital Dads Study
• To
understand
the
role
of
dads
in
household
purchases
Background
&
Objec1ves
• Dads
of
children
age
three
or
younger
in
Chicago
and
Portland
• ½
with
iPhone,
½
did
not
have
iPhones
Target
Market
• 3
Weeks
Dura1on

15. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
• Warm
Up:
“GeYng
to
Know
You”
• Day
in
the
Life:
“You
As
a
Dad”
• Reporter:
“Your
Role
in
Household
Shopping”
PC-­‐Based
Exercises
• Diary:
“Purchase
Involvement”
Mobile
Exercises
• On
site
interviews
with
dad
and
family
In
Person

16. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Day
1
Day
2
Day
3
Day
4
Day
22
Warm-­‐up
and
Welcome
You
As
a
Dad
Shopping
Involvement
Ongoing
Task
-­‐
Online
and
mobile
purchase
decision
diary

17. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Why Mobile Worked:
In the aisle at Toys ‘R’ Us
17

18. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
What we found: There’s a new
man in town
18

19. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Wrapping Up
Key Mobile Qual Best Practices
-- Leverage mobile for it’s strengths.
-- Keep Mobile activities short and simple.
-- Utilize “Record, then Reflect” method.

20. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Q & A
Sue
York
NewMR
Steve
August
Revela1on
Elizabeth
MacLaughlin
Revela1on

21. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Thank you
Steve August
Elizabeth MacLaughlin
Read
Steve’s
blog
@
hdp://www.revela1onglobal.com/news
Follow
Revela1on’s
tweets
at
@Revela1onInc
Connect
with
Steve
on
LinkedIn
@
hdp://www.linkedin.com/pub/steve-­‐august/0/11/1a

22. 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
informa1on
about
NewMR
events
visit
newmr.org
Mastering
the
Medium:
Best
Prac3ces
in
Immersive
Mobile
Qual
Steve
August
and
Elizabeth
MacLaughlin,
Revela3on