November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
Platinum Sponsor

Media Sponsors

Association Partners
Exploring the Meaning of Digital
A Case of Ethnographic Research on Mobile Life in Singapore

Masao Kakihara
Google Asia P...
Agenda
Today’s agenda

1

Marketing Research at Google

2

Making Sense of the Digital

3

A Trial of Ethnographic Researc...
Google’s Marketing Mission
“Know the user. Know the magic. Connect the two.”

Google Confidential and Proprietary

3
Research Domains
1. Advertising research

2. Product research

Google Confidential and Proprietary

4
Making Sense of the Digital

Google Confidential and Proprietary

5
Smart Devices

Google Confidential and Proprietary

6
Lots of Quant Research

“New Multiscreen World”

“Our Mobile Planet”

Google Confidential and Proprietary

7
Issues We Faced…
Research challenges

1

Hard to explore smartphone usage by survey data

2

Technical & legal challenges ...
A Trial of Ethnographic Research
Objectives and Background
To Provide a Cultural Analysis Of:
• The deep emotional connect...
Deeply Embedded in Everyday Life

Google Confidential and Proprietary

10
How We Use the Result

Google Confidential and Proprietary

11
Methodological Challenges
Challenges

1

How to connect to quant data and create a holistic story

2

Deep interpretation,...
Thank you!
Google Confidential and Proprietary

13
Platinum Sponsor

Media Sponsors

Association Partners
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
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Exploring the Meaning of Digital - Google

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Presented by Masao Kakihara, Senior Research Manager, Google
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

Published in: Business, Technology
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Exploring the Meaning of Digital - Google

  1. 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  2. 2. Platinum Sponsor Media Sponsors Association Partners
  3. 3. Exploring the Meaning of Digital A Case of Ethnographic Research on Mobile Life in Singapore Masao Kakihara Google Asia Pacific 20 November 2013 1
  4. 4. Agenda Today’s agenda 1 Marketing Research at Google 2 Making Sense of the Digital 3 A Trial of Ethnographic Research 4 Methodological Challenges Google Confidential and Proprietary 2
  5. 5. Google’s Marketing Mission “Know the user. Know the magic. Connect the two.” Google Confidential and Proprietary 3
  6. 6. Research Domains 1. Advertising research 2. Product research Google Confidential and Proprietary 4
  7. 7. Making Sense of the Digital Google Confidential and Proprietary 5
  8. 8. Smart Devices Google Confidential and Proprietary 6
  9. 9. Lots of Quant Research “New Multiscreen World” “Our Mobile Planet” Google Confidential and Proprietary 7
  10. 10. Issues We Faced… Research challenges 1 Hard to explore smartphone usage by survey data 2 Technical & legal challenges for mobile behavioral data analysis 3 A huge gap between time spent on mobile and mobile ad investment Google Confidential and Proprietary 8
  11. 11. A Trial of Ethnographic Research Objectives and Background To Provide a Cultural Analysis Of: • The deep emotional connections people are developing to their mobile devices • The ideas, values and goals that are guiding people’s use of mobile • The Meanings, practices, and routines that surround mobile devices To Consider: • Mobile’s cultural success in contemporary Singapore, one of the highest smartphone penetrated markets in the world (73%, Q1 2013) • How the Meaning of Mobile intersects with the cultural contexts of present-day Singapore, especially an emerging digital play culture Methodology: • 2-week field observation and 23 in-depth filmed ethnographic encounters, 2½ to 3 hours long, conducted in May 2013 in Singapore Google Confidential and Proprietary 9
  12. 12. Deeply Embedded in Everyday Life Google Confidential and Proprietary 10
  13. 13. How We Use the Result Google Confidential and Proprietary 11
  14. 14. Methodological Challenges Challenges 1 How to connect to quant data and create a holistic story 2 Deep interpretation, low generalizability 3 Limited options for expression of the result Google Confidential and Proprietary 12
  15. 15. Thank you! Google Confidential and Proprietary 13
  16. 16. Platinum Sponsor Media Sponsors Association Partners
  17. 17. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360

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