Showing how a mobile mroc application boosts responses elias veris

366 views

Published on

A MRMW presentation

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
366
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Showing how a mobile mroc application boosts responses elias veris

  1. 1. Mobile in MROCs:Towards the Next Frontier in Market Research Elias Veris Senior Research Innovator InSites Consulting @eliasveris
  2. 2. We agree,Mobile is important. MRMW
  3. 3. But what do we do with mobile in qualitative research? MRMW
  4. 4. From wikipedia: Qualitative researchers aim to gather an in-depth understanding of humanbehavior and the reasons that governsuch behavior. The qualitative method investigates the why and how ofdecision making, not just what, where, when. MRMW
  5. 5. It’s about digging deep. MRMW
  6. 6. The 21st centurymethod of digging deep: MROC’s MRMW
  7. 7. Engagement & Longterm &social dynamics Asynchronous Unsolicited, maturated feedback MRMW
  8. 8. Gamification MRMW
  9. 9. MRMW
  10. 10. 15 inch 3,5 inch MRMW
  11. 11. 15 inch4,3 x less engagement? 4,3 x less richness? 3,5 inch MRMW
  12. 12. Ever tried to *tap* a really long and sensitive message to your girl or boyfriend? MRMW
  13. 13. MRMW
  14. 14. Let’s solve that through technology. MRMW
  15. 15. Time to abandon the idea of mobile qual. MRMW
  16. 16. Wait a second. MRMW
  17. 17. No environment is 100% device-free anymore MRMW
  18. 18. 64% shopping20% bike 25% bathroom 62% family MRMW
  19. 19. It’s personal MRMW
  20. 20. It’s contextual It’s contextual. MRMW
  21. 21. We love personal & contextual #mrx! MRMW
  22. 22. Breaking the barriers of time and place MRMW
  23. 23. So should we abandon mobile qual? MRMW
  24. 24. MRMW
  25. 25. 2 information streamsPersonal Contextual MRMW
  26. 26. Convenient feedback MRMW
  27. 27. Breakfast cereals visual feedback Poll answer A picture of about my home ‘healthy personal lifestyle’ Comment in A picture of the me eating supermarket: breakfast difficult to contextual find cereals MRMW
  28. 28. Different Other MRMW
  29. 29. Heinz: Philips: insighting TK chinese use consumer immersion Famous: developing adsC1000: retailexperience Yelo: Launching app MRMW
  30. 30. Heinz: Philips: insighting TK chinese use Personal & consumer contextual = immersion corePersonal illustration Famous: developing ads ContextualC1000: retail inspirationexperience Yelo: Contextual Launching critical app incidents Contextual = core MRMW
  31. 31. Heinz: TK UsePersonal & contextual = core:The messy kitchens, the act of squeezing MRMW
  32. 32. Famous: Developing ads“This is good advertising because…” Contextual inspiration: People are triggered to inspire the agency with ads they find. MRMW
  33. 33. Telenet: Prelaunching Yelo“ I like this part… “ Contextual = core Being where the experience is. MRMW
  34. 34. “Even for fruits and C1000:veggies, it’s Christmas” Retail experience Contextual critical incidents Christmas is an important part of the retail experience MRMW
  35. 35. Philips: Consumer ImmersionPersonal illustrationsBedrooms that opened the client’s eyes. MRMW
  36. 36. The right inflow at the right time enriches the MROC MRMW
  37. 37. • The picture• The social pressure• The discussion MRMW
  38. 38. 1. The basics to stay in touch2. Facilitate sharing MRMW
  39. 39. MRMW
  40. 40. MRMW
  41. 41. It’s almost like the facebook model. “People that use Facebook on their mobile devices are twice as active on Facebook than non- mobile users” MRMW
  42. 42. Integration in facebook. Integration in life. MRMW
  43. 43. Seamless experience Second Screen MRMW
  44. 44. Mobile will make anengaged MROC even more engaging. MROC application Fountain MRMW
  45. 45. Like an infinite loop. MRMW
  46. 46. And enrich data²+ MRMW
  47. 47. Like an infinite loop. MRMW
  48. 48. Wrap-up• Mobile = personal & contextual• Data = visual & quick• Mobile & MROCs: friends with benefits• Different friends ask for different benefits• Mobile enriches data• Mobile boosts engagement• Be where the people are
  49. 49. Thanks!Find me via@eliasveris orelias.veris@insites-consulting.com Elias Veris

×