A VIRTUAL FOCUS GROUP IN THEPOCKETS OF MILLIONS OF CONSUMERS        John Williamson        CEO & Founder, Qualvu        We...
THREE THINGS YOU WILL    LEARN TODAY
STATUS QUO
THE GOOD NEWS?YOU DON’T HAVE  TO SETTLE
NEW WAYS TO GETCLOSER TO THE TRUTH
INNOVATION FORINNOVATION’S SAKE?PLEASE, NO!
THE PROMISE:BETTER INTELLIGENCE. BETTER DECISIONS.
FIRST, CAME THE INTERNET  took away the social pressures                       eliminated the logistical complexity  al...
THEN, MOBILE… … with a bigger promise
BUT WE OBSESSED WITHTHE TECHNOLOGYAND MISSED THE POINT
BECAUSE INNOVATIONIS ABOUT CREATING VALUE    IT’S ABOUT  GETTING CLOSER   TO THE TRUTH
HOW TO GET CLOSERTO THE TRUTHCONVENIENCEMORE CANDORrelaxed, stress-free conditionsIN-THE-MOMENTMOMENTS OF TRUTHevent-drive...
How?MOBILE RESEARCH…
… or rather, simply asking consumers forpermission to observe their lives as they happen……. and engaging them to shareat t...
FOLLOW THENATURAL PATTERNS OFCONSUMERS LIVES
DISRUPTIONHOW DO WE GET   THERE?
THE RIGHT METHODOLOGY FLEXIBLE to follow the natural patterns of consumers‟ lives ASYNCHRONOUS to allow consumers to captu...
THE RIGHT TECHNOLOGYMULTI-METHODto allow consumer to chosehow to shareRICH MEDIAto allow consumers to sharewhat‟s relevant...
A 360 VIEW OF THE SHOPPER JOURNEY:                      CASE STUDY                       Store       Product              ...
STUDYING THE STUDENTSOBJECTIVEHewlett-Packard wanted a better understanding of the decision-making processstudents use whe...
VISIONHOW DO WE MAKE THE DATA MORE   RELEVANT?
THE FUTURE New levels of consumer-driven  access    Geolocation    QR codes    Breaks boundaries of „the     project‟...
FINALTHOUGHTS
THANK YOU!
Presented at:                               Market Research in the                               Mobile World             ...
Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumers
Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumers
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Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumers

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Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumers

John Williamson - Chief Executive Officer – QualVu

Discussing how mobile video data can be quickly transformed into actionable intelligence. How mobile video dissolves the barriers of time, place, interpretation, memory, imprecise description and planned situations. Results from actual studies on how mobile video research is turning consumers into invaluable brand advisors.

Published in: Technology, Business
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Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumers

  1. 1. A VIRTUAL FOCUS GROUP IN THEPOCKETS OF MILLIONS OF CONSUMERS John Williamson CEO & Founder, Qualvu Web: www.qualvu.com Twitter: @johnmwilliamson
  2. 2. THREE THINGS YOU WILL LEARN TODAY
  3. 3. STATUS QUO
  4. 4. THE GOOD NEWS?YOU DON’T HAVE TO SETTLE
  5. 5. NEW WAYS TO GETCLOSER TO THE TRUTH
  6. 6. INNOVATION FORINNOVATION’S SAKE?PLEASE, NO!
  7. 7. THE PROMISE:BETTER INTELLIGENCE. BETTER DECISIONS.
  8. 8. FIRST, CAME THE INTERNET  took away the social pressures eliminated the logistical complexity  allowed consumers to share openly
  9. 9. THEN, MOBILE… … with a bigger promise
  10. 10. BUT WE OBSESSED WITHTHE TECHNOLOGYAND MISSED THE POINT
  11. 11. BECAUSE INNOVATIONIS ABOUT CREATING VALUE IT’S ABOUT GETTING CLOSER TO THE TRUTH
  12. 12. HOW TO GET CLOSERTO THE TRUTHCONVENIENCEMORE CANDORrelaxed, stress-free conditionsIN-THE-MOMENTMOMENTS OF TRUTHevent-driven feedbackSETTINGINSIGHTS ANYWHEREanywhere relevantPRIVACYBETTER VALUEIn-depth, consumer andevent-driven “one on one‟s”
  13. 13. How?MOBILE RESEARCH…
  14. 14. … or rather, simply asking consumers forpermission to observe their lives as they happen……. and engaging them to shareat the point of experience.
  15. 15. FOLLOW THENATURAL PATTERNS OFCONSUMERS LIVES
  16. 16. DISRUPTIONHOW DO WE GET THERE?
  17. 17. THE RIGHT METHODOLOGY FLEXIBLE to follow the natural patterns of consumers‟ lives ASYNCHRONOUS to allow consumers to capture moments as they happen
  18. 18. THE RIGHT TECHNOLOGYMULTI-METHODto allow consumer to chosehow to shareRICH MEDIAto allow consumers to sharewhat‟s relevant when relevant
  19. 19. A 360 VIEW OF THE SHOPPER JOURNEY: CASE STUDY Store Product Product Accessory SHOPPERS TRIGGER SHOP CHOOSE BUY REFLECT Web Store Web Store Web
  20. 20. STUDYING THE STUDENTSOBJECTIVEHewlett-Packard wanted a better understanding of the decision-making processstudents use when buying a computer and printer for college.METHODOLOGYThis study utilized Videodiary and pocketcams to explore attitudinal andbehavioral insights. Qualvu also collected usability and UX research, throughscreen tracking and recording of associated narrated audio.STRATEGY We asked students to show us how they shopped for that ideal PC or printer. Wherever they wanted to go, they could. We asked them to show us what they did to find that ideal PC or printer for as long as they wanted in a completely exploratory exercise We harvested responses in the most natural and forthcoming way possible, we gave students a variety of tools (webcam, pocket cam and screen- tracking) and told them they could choose they tools they wanted depending on their environment.
  21. 21. VISIONHOW DO WE MAKE THE DATA MORE RELEVANT?
  22. 22. THE FUTURE New levels of consumer-driven access  Geolocation  QR codes  Breaks boundaries of „the project‟ Rated panels Data sharing & mining
  23. 23. FINALTHOUGHTS
  24. 24. THANK YOU!
  25. 25. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter

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