Immersive research uses online qualitative methods to capture consumer behaviors and experiences in context. It incorporates activities to explore experiences rather than just asking questions. Mobile devices can be used to have participants capture experiences in the moment. When using mobile, keep activities short, use a record then reflect method, and set clear expectations. For a successful project, planning is key, get involved with participants, and engage clients throughout.

1. Maximizing Your Online Immersive
Research Toolbox

2. Rachel Bell, Director of Customer Experience, Revelation
Target Market Immersion Product Use est (IHUT)
Rachel Bell
Director of Customer Experience
Revelation, Inc

3. Today, we will discuss -
Using the qualitative practice of Immersive
Research to get rich, deep insights.
Incorporating Mobile in an Immersive
research project
Setting study expectations for you and your
participants

4. Immersive Research
An online research
framework that
captures consumer
behaviors,
experiences and
emotions in
context.

5. Using Activities To Explore
Consumer Experiences

6. The Revelation Approach:
Activity-Based Research
Question-Based: Activity-Based:
What’s in your Please take a photo tour of your
fridge? fridge then describe it.
 Butter
 Cheese
 Lettuce
 Mustard
 Milk
 Leftover Spaghetti
 Carrots
 Orange Juice
 Jam

7. Technology Components of
Immersive Research
Social Software Digital Media Mobile Devices
Engagement Richness Immediacy

8. Mobile Applications for Online Qual
Consumers can capture and
document their experiences
in the moment, while it’s
happening.
As a researcher you are able
to get closer to the
experience – vs. participants
reporting back at a later time.

9. Use Mobile For…
Mobile Diaries Shopping Experience App Evaluation
Track & record Point of Purchase Tech usage
behaviors info capture

10. Best Practices for Mobile Activities
-- Keep It Short and Simple
--Use “Record Then Reflect” Method
--Set Clear Expectations

11. Study Expectations
Consider the stakeholders involved in the project:
Participants
You
Clients/other stakeholders

12. Participants
Create an environment conducive to sharing
Acquire – recruiting the right people is key
Engage – keep it interesting for them
Retain – hold their interest throughout, incentive strategy

13. You
Three steps for a successful project
Planning is key – timeline, vendors, understanding technology
Get involved – Schedule time on Day 1 to say “hi” to participants
Scope for profitability – understand how much time you’ll need

14. Clients
Key is to engage clients / internal stakeholders early
Ensure they have a preview of technology
Give them a job to do!
Plan regular check-in meetings

15. To Review:
Immersive Research is a great approach for geting
rich, deep insights.
Mobile activities are ideal for capturing behaviors.
Study expectations should be clear for participants,
researchers and clients to ensure a stress-free
project.

16. Q&A

17. Rachel Bell, Director of Client Services
rachel@revelationglobal.com