Market led developmentof digital media based onqualitative researchTom ArmstrongPrincipal Proposition and Customer Insight...
Tom Armstrong Principal Proposition and Customer Insights Manager, VodafoneBusinessTechnology12 years experience in FMCG,4...
PeopleThomas Troch Research Innovation Manager, InSites ConsultingBackground in product/service designPassion for understa...
BusinessTechnologyPeopleInnovation at the intersectionHow to bring quality ina world where speedand simplicity indevelopme...
LET’STALKTECHNOLOGY
Challenging the status quoTechProductTechnical challenges withhigh complexity
Challenging the status quoTechProductDedicated teams to keeptrack of fast evolutions
Challenging the status quoTechProductDedicated methods tosolve specific issues
Launch 10 newinternet servicesin FY2012Drive loyaltyGain buy-in from21 marketsChallenging the status quo
LET’STALKPEOPLE
MarshallMcLuhanMarshallMcLuhanWe shape our tools andafterwards our toolsshape us.
Consumer needs and expectationstowards digital contentare changing at lightning speed.
Customer participation in digital media innovationStart from a relevantconsumer insight.Parents have a need to protect the...
Customer participation in digital media innovationLean development,releasing well-workingprototypes from the labas soon as...
Customer participation in digital media innovationCapture real life serviceexperience over time &co-create developmentroad...
THEMOMENTOF TRUTH
Need for a holistic &integrated approach,matching real lifebehaviour of serviceusage over time.
GET THEMOST OUTOF IT
The robust qualitativeapproach, addingnumbers and structure,was able to engageinternal stakeholdersacross different functi...
Target group ofsmartphone adoptersDigitalized userswho are highlyinvolved and canpush expectationsProfile
Discovery Understanding Evaluation Trial Adoption RepeatTimeEmotion+-
Capturing ‘in-the-moment’ thoughts and actions throughtask-based activities on the mobile community app.
High consumer engagement is leading to surprisingformats of feedback; this is an example of an infographicgenerated by a c...
SOWHAT?
Significant impact on developmentGuidingGo / No Go decisions.1.
Significant impact on developmentGuidingGo / No Go decisions.1.Optimized servicesare surpassing targets.2.
Significant impact on developmentGuidingGo / No Go decisions.1.Optimized servicesare surpassing targets.2.Buy-in with loca...
“The user trials we performed with Tom has been themost powerful tool to ensure that we stay in touchwith the customer. It...
"The feedback we received both quantitative andqualitative directly influenced the products changingthe priority of existi...
Significant impact on developmentGuidingGo / No Go decisions.1.Optimized servicesare surpassing targets.2.3.Engaging in lo...
Tom ArmstrongPrincipal Proposition and Customer Insights Manager, VodafoneThomas TrochResearch Innovation Manager, InSites...
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
Market led development of digital media based on qualitative research - Vodafone & InSites Consulting
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Market led development of digital media based on qualitative research - Vodafone & InSites Consulting

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Market led development of digital media based on qualitative research - Vodafone & InSites Consulting

  1. 1. Market led developmentof digital media based onqualitative researchTom ArmstrongPrincipal Proposition and Customer Insights Manager, VodafoneThomas TrochResearch Innovation Manager, InSites Consulting
  2. 2. Tom Armstrong Principal Proposition and Customer Insights Manager, VodafoneBusinessTechnology12 years experience in FMCG,4 years in technologyEmpathy in problem solvingVodafoneTechnology led global organisation
  3. 3. PeopleThomas Troch Research Innovation Manager, InSites ConsultingBackground in product/service designPassion for understanding peopleInSites ConsultingStrong belief in the empowered consumerCreativity
  4. 4. BusinessTechnologyPeopleInnovation at the intersectionHow to bring quality ina world where speedand simplicity indevelopment are king?Creativity
  5. 5. LET’STALKTECHNOLOGY
  6. 6. Challenging the status quoTechProductTechnical challenges withhigh complexity
  7. 7. Challenging the status quoTechProductDedicated teams to keeptrack of fast evolutions
  8. 8. Challenging the status quoTechProductDedicated methods tosolve specific issues
  9. 9. Launch 10 newinternet servicesin FY2012Drive loyaltyGain buy-in from21 marketsChallenging the status quo
  10. 10. LET’STALKPEOPLE
  11. 11. MarshallMcLuhanMarshallMcLuhanWe shape our tools andafterwards our toolsshape us.
  12. 12. Consumer needs and expectationstowards digital contentare changing at lightning speed.
  13. 13. Customer participation in digital media innovationStart from a relevantconsumer insight.Parents have a need to protect theirchildren from unsafe mobile use.1.
  14. 14. Customer participation in digital media innovationLean development,releasing well-workingprototypes from the labas soon as possible.2.
  15. 15. Customer participation in digital media innovationCapture real life serviceexperience over time &co-create developmentroadmap.Helping families to teach their childrenhow to responsibly use their mobile andthe internet.3.
  16. 16. THEMOMENTOF TRUTH
  17. 17. Need for a holistic &integrated approach,matching real lifebehaviour of serviceusage over time.
  18. 18. GET THEMOST OUTOF IT
  19. 19. The robust qualitativeapproach, addingnumbers and structure,was able to engageinternal stakeholdersacross different functions.Numbers
  20. 20. Target group ofsmartphone adoptersDigitalized userswho are highlyinvolved and canpush expectationsProfile
  21. 21. Discovery Understanding Evaluation Trial Adoption RepeatTimeEmotion+-
  22. 22. Capturing ‘in-the-moment’ thoughts and actions throughtask-based activities on the mobile community app.
  23. 23. High consumer engagement is leading to surprisingformats of feedback; this is an example of an infographicgenerated by a consumer without prompting.
  24. 24. SOWHAT?
  25. 25. Significant impact on developmentGuidingGo / No Go decisions.1.
  26. 26. Significant impact on developmentGuidingGo / No Go decisions.1.Optimized servicesare surpassing targets.2.
  27. 27. Significant impact on developmentGuidingGo / No Go decisions.1.Optimized servicesare surpassing targets.2.Buy-in with local markets,facilitating interdisciplinary team work.3.
  28. 28. “The user trials we performed with Tom has been themost powerful tool to ensure that we stay in touchwith the customer. It provides the ultimate truth, anirrefutable source of information, representing factsrather than opinions and arguments – the end of alldiscussions. But user trials can help also in many otherways – better than any training to make your teamsunderstand what customer focus is really about and apowerful tool to show management that their viewmight not be their customer’s view, especially in thesedays where every CEO wants to be like Steve Jobs.”Enrique Marti del Olmo, Head of Communications @ Vodafone
  29. 29. "The feedback we received both quantitative andqualitative directly influenced the products changingthe priority of existing items on the roadmap andadding new ones. Other feedback channels likeCustomer Service or Apps stores give an indicationof what to change or enhance, however, to reallyunderstand how the customer uses the product youneed to run an FUT."Phil Grange, Senior Product Manager @ Vodafone Group
  30. 30. Significant impact on developmentGuidingGo / No Go decisions.1.Optimized servicesare surpassing targets.2.3.Engaging in longer term relationshipwith customers who want to collaborate.4.Buy-in with local markets,facilitating interdisciplinary team work.
  31. 31. Tom ArmstrongPrincipal Proposition and Customer Insights Manager, VodafoneThomas TrochResearch Innovation Manager, InSites Consulting@thomastrochhttp://www.linkedin.com/in/thomastrochhttp://www.linkedin.com/pub/tom-armstrong/1/657/806

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