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Ray poynter - Altered Realities - 2016

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Ray Poynter shows 'Using Altered Realities in Market Research - 101'

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Ray poynter - Altered Realities - 2016

  1. 1. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Ray  Poynter   The  Future  Place     June  2016   Using  Altered  Reali+es   in  Market  Research  -­‐  101  
  2. 2. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Why?   1      Improving  focus   –  Virtual  Reality     –  Augmented  Reality   2      Changing  focus  /  digging  deeper  /  distrac+ng  /    less  System  2     –  Projec=ve  Techniques   –  Games  and  Gamifica=on   –  Context  ShiFing  –  e.g.  SciFi  &  Drama   –  Depriva=on  Studies  
  3. 3. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Virtual  Reality   Immersive  On  Screen   When  words  or  JPGs  are  not  good  enough  
  4. 4. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Virtual  Reality  Considera+ons   •  How  real?  Trading  off  insight  and  cost.   •  Walking?  Trading  insight,  =me,  cost,   complexity.   •  Loca=on?  Central  loca=on  versus  online.   •  Biometrics?  E.g.  eye-­‐tracking,  neuro-­‐stuff,   heart/sweat/movement  etc  
  5. 5. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Augmented  Reality   (Mediated  Reality)   •  Jet  pilot’s  screen’s  helmets   •  SatNav  on  your  dashboard   •  Simultaneous  transla=on   •  Recorded  talks/images/videos  for  visitors  
  6. 6. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Augmented  Reality   (Mediated  Reality)  
  7. 7. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Augmented  Reality   (Mediated  Reality)  
  8. 8. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Alterna+ves  to  VR  &  Augmented  Reality   •  Descrip=ons  in  words  (easier)   •  Photographs  /  movies  (easier)   •  Prototypes  /  mock-­‐ups  (harder)   •  Market  tes=ng  /  AB  tes=ng  (mostly  harder)  
  9. 9. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Why?   1      Improving  focus   –  Virtual  Reality     –  Augmented  Reality   2      Changing  focus  /  digging  deeper  /  distrac+ng  /    less  System  2     –  Projec=ve  Techniques   –  Games  and  Gamifica=on   –  Context  ShiFing  –  e.g.  SciFi  &  Drama   –  Depriva=on  Studies  
  10. 10. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Projec+ve  Techniques   •  Personifica=on  –  if  Samsung  were   movie,  which  movie  would  it  be?   •  Sentence  comple=on  –  “Samsung  are   trying  to  …”?   •  Cartoon  cap=ons,  cloud  drawing   •  User  stereotypes  –  What  are  the   favourite  TV  programs  of  Samsung   smartphone  users?   •  And  many,  many  more   hep://www.qualita=vemind.com/projec=ve-­‐techniques    
  11. 11. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Games  and  Gamifica+on  
  12. 12. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Context  ShiRing  –  e.g  Drama  or  Sci-­‐Fi  
  13. 13. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Depriva+on  Studies  
  14. 14. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   When  is  Altered  Reality  Relevant?   Exis=ng   Informa=on?   • Reports  etc   Easy  MR   • Surveys,  Focus   Groups,  IDIs,   Social  Media   Deeper  MR   • AR,  BE,  Neuro,   Ethnography,   Semio=cs  etc  
  15. 15. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Thank  You!         Follow  me  on  Twieer   @RayPoynter  
  16. 16. Altered  Reali+es  in  Market  Research  101   Ray  Poynter,  The  Future  Place,  2016   Q  &  A   Sue  York   The  Handbook  of   Mobile  Market  Research   Ray  Poynter   The  Future  Place  

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