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LINHA AMARELA
RESEARCH IN METRO
The
situation
Concession with the Metro Linha
Amarela´s screens for 10 years.
Eventual lack of resources in research
and r...
Interviews in place and recruitment.
Observation study.
Analysis of behavior, attention and
preferences by which content.
...
Monitoring + Interviews
23 participants
Interviews + Recruitment
28 participants
Interviews + Recruitment
30 participants
...
The
timeline
Exploratory research
Content Screen
Recall Terra´s brand
Olympics 2012
Content screen
Recall Terra´s brand
El...
Infographic
Conteúdos mais
lembrados
LINHA AMARELA
RESEARCH IN METRO
Media
LINHA AMARELA
RESEARCH IN METRO
Continuing research in:
Terra´s branding;
Recall content;
Element of distraction and Interest´s topics.
Evaluation of read...
THANK YOU!
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Apresentação Interaction South America 2012 - Pesquisa na Linha Amarela do Metrô SP

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Apresentação durante ISA 2012 sobre a pesquisa feita na Linha Amarela com Marcelo Morais e Ricardo Couto e os métodos utilizados na pesquisa.

Published in: Data & Analytics
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Apresentação Interaction South America 2012 - Pesquisa na Linha Amarela do Metrô SP

  1. 1. LINHA AMARELA RESEARCH IN METRO
  2. 2. The situation Concession with the Metro Linha Amarela´s screens for 10 years. Eventual lack of resources in research and recruitment. Lack of research about consumption of content on metro´s screens. Opportunity to analyze quickly and cheaply user behavior in to relation screens. LINHA AMARELA RESEARCH IN METRO
  3. 3. Interviews in place and recruitment. Observation study. Analysis of behavior, attention and preferences by which content. Longitudinal research: identify changes over time in the perception or behavior of people. Cross-sectional research: to examine and to consider information for longitudinal analysis without measuring time. The plan LINHA AMARELA RESEARCH IN METRO
  4. 4. Monitoring + Interviews 23 participants Interviews + Recruitment 28 participants Interviews + Recruitment 30 participants Interviews + Recruitment 33 participants The timeline LINHA AMARELA RESEARCH IN METRO
  5. 5. The timeline Exploratory research Content Screen Recall Terra´s brand Olympics 2012 Content screen Recall Terra´s brand Elections 2012 Content screen Recall Terra´s brand Music´s consumption Content screen Recall Terra´s brand LINHA AMARELA RESEARCH IN METRO
  6. 6. Infographic Conteúdos mais lembrados LINHA AMARELA RESEARCH IN METRO
  7. 7. Media LINHA AMARELA RESEARCH IN METRO
  8. 8. Continuing research in: Terra´s branding; Recall content; Element of distraction and Interest´s topics. Evaluation of readability and speed´s reading to measure the appropriate time for display content on the screen. Content topics - quantitative research Cross-channels Experiment [metro + web + mobile] What´s next? LINHA AMARELA RESEARCH IN METRO
  9. 9. THANK YOU!

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