Mastering the Medium: Best Prac3ces in Immersive Mobile Qual

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Steve August and Elizabeth MacLaughlin of Revelation presented at the NewMR Mobile Event on February 22, 2012. They discussed best practices for qualitative research using mobile devices. They described a mixed methodology study exploring the roles of fathers in household purchases. Researchers engaged dads with online exercises and mobile diaries to understand purchase decisions in context. The mobile approach provided insights into dads' behaviors while shopping with families. The presentation concluded with best practices for leveraging the strengths of mobile qualitative research.

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Mastering
the
Medium:

Best
Prac3ces
in
Immersive
Mobile
Qual

Steve
August
and
Elizabeth
MacLaughlin,

Revela3on

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Mastering the Medium:
Best Practices in Immersive
Mobile Qual
Steve August
Elizabeth MacLaughlin

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Mobile is a Medium

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Each Medium has Strengths
Real
1me
interac1on

Speed,
Reach
and
Depth

“In
the
Moment”
Access

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
How Can Mobile Help Our Mission?

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Layers of Consumer Experience
Context

Behaviors

Emo1ons

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Using Activities To Explore
Consumer Experiences
Context

Behaviors

Emo1ons

Tours,
Show
Me’s,

Depriva1ons

Diaries,
Journals

Projec1ve
exercises,
Image

Metaphors,
Personiﬁca1on,

Storytelling

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Going Mobile
8
•  Our goal is to get as close to
the actual interactions,
experiences, and decisions
as possible
•  Mobile allows us to capture
these important events as
they take place - in the aisle,
on the way to work, at the
computer - anywhere.

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Mixed Medium Case Study:
Exploring the World of Dads

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
What we wanted to learn
10
Who are these men, and what are
their roles in their families?!
!
What is their purchase inﬂuence
on speciﬁc categories?!
!
Who inﬂuences them?!

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
The key players
12

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
The approach: Mixed
methodology for a 360º view
13

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Digital Dads Study
•  To
understand
the
role
of

dads
in
household

purchases

Background
&

Objec1ves

•  Dads
of
children
age
three

or
younger
in
Chicago
and

Portland

•  ½
with
iPhone,
½
did
not

have
iPhones

Target
Market

•  3
Weeks
Dura1on

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
•  Warm
Up:
“GeYng
to
Know
You”

•  Day
in
the
Life:
“You
As
a
Dad”

•  Reporter:
“Your
Role
in
Household

Shopping”

PC-‐Based

Exercises

• Diary:
“Purchase
Involvement”

Mobile

Exercises

• On
site
interviews
with
dad
and

family

In
Person

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Day
1

Day
2

Day
3

Day
4

Day
22

Warm-‐up
and

Welcome

You
As
a

Dad

Shopping

Involvement

Ongoing
Task
-‐
Online
and

mobile
purchase
decision

diary

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Why Mobile Worked:
In the aisle at Toys ‘R’ Us
17

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
What we found: There’s a new
man in town
18

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Wrapping Up
Key Mobile Qual Best Practices
-- Leverage mobile for it’s strengths.
-- Keep Mobile activities short and simple.
-- Utilize “Record, then Reflect” method.

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Q & A
Sue
York

NewMR

Steve
August

Revela1on

Elizabeth
MacLaughlin

Revela1on

Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US
NewMR Mobile Event, 22 Feb 2012, Session 1
Thank you
Steve August
Elizabeth MacLaughlin
Read
Steve’s
blog
@
hdp://www.revela1onglobal.com/news

Follow
Revela1on’s
tweets
at
@Revela1onInc

Connect
with
Steve
on
LinkedIn
@
hdp://www.linkedin.com/pub/steve-‐august/0/11/1a

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Presenter: Paul Watts, Director, Product Management at Forsta With the rapid adoption of AI technologies like ChatGPT into insight platforms, companies face the challenge of finding the right balance between harnessing the power of generative AI and navigating the well-documented pitfalls associated with a technology that is still in its infancy. In this session, Paul provides valuable insights on the potential benefits and downsides of this technology, and he will explore how a hybrid model can effectively leverage the strengths of both humans and technology. By embracing a human-centered approach, we showcase a compelling use case from the Forsta labs, demonstrating how insight professionals can effortlessly explore their datasets using natural-language questioning. Furthermore, we discuss the future implications of this technology and the exciting possibilities it holds for data exploration. To access the recording of this presentation, visit NewMR.org/Play-Again

ChatGPT for Social Media Listening: practical application with YouScan’s Insi...

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A few months ago, YouScan released Insights Copilot (https://youscan.io/insights-copilot/), the first on the market ChatGPT-powered tool for social media listening that allows you to ask any questions about the data and get answers supported by relevant examples. Alex Orap, YouScan’s Founder & Chief Growth Officer, shares practical examples of how Insights Copilot can be used for quick qualitative insights; what are some of the best practices, as well as current limitations, of using this new generative AI tool for the market and consumer research. The recording of this presentation can be access via NewMR.org/Play-Again.

Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys

Ray Poynter

The document discusses using generative AI to assess the quality of open-ended survey responses. It outlines current challenges with open-ended responses, how generative AI can help through natural language processing, and best practices for implementation. Specifically, it provides an example of using ChatGPT to analyze sample open-ended responses and discusses setting up a Google Sheet to automate the process at scale and continuously improve the model through iterative training.

Exploring the future of verbatim coding with ChatGPT

Ray Poynter

Presented by Tim Brandwood and Damien Gouriet. Codeit have been involved in Verbatim Coding and Machine Learning for the last 7 years. In this presentation, they share their research on the use of Generative AI for coding market research verbatim responses, and their experiments using Generative AI to automate the coding process. They also discuss the strengths and limitations of this as a coding tool, the role of human oversight in the process, and the potential for customized machine learning models working alongside it. The highlights the importance of human expertise and the use of GPT as a labour-saving tool rather than a complete replacement for humans in the market research process. Access the presentation recording via NewMR.org/Play-Again.

Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys

Ray Poynter

Presented by Phil Sutcliffe from Next Intelligence. Open-ended answers in surveys can be disappointing, failing to deliver the insight that researchers hope for. Often the answers given are descriptive at best and uninformative or complete gibberish at worst. The advent of large language models (LLM's) and generative AI has brought great opportunity to change this. We now have the capability to use AI to probe within quantitative surveys. With the correct training of the generative AI models, probes can be returned that are relevant to what the participant has just said and the context of the original open-ended question. Further enhancements allow the researcher to probe on specific aspects of the participant’s response, in a similar way to how a moderator would in a depth discussion. No longer do researchers need to be frustrated that quant surveys only provide the ‘what’, with AI probing, you can now understand the ‘why’ as well and do this at scale and speed. Access the presentation recording via NewMR.org/Play-Again

How AI / ChatGPT Drives Business Growth

Ray Poynter

Hao, the Founder of HaoLifeLab, is an entrepreneur with over 10 years of experience specializing in integrating Digital, AI & Insight. In this presentation, he discusses how to embrace the AI/ChatGPT revolution. This session will cover the following topics, which have been presented to international companies such as L’Oreal, Alibaba, Bytedance, and Mars: – Hindsight: Learn to use established AI tools effectively – Insight: Understand AI’s impact on the insight industry – Foresight: Learn how to transform yourself and your company with AI Listen to the full presentation at NewMR.org/Play-Again

Tech for tech’s sake? Learnings from experiments with AI in consumer research

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MMR’s in-house tech innovation team NOVA, has been exploring, interpreting, and experimenting with emerging technology with a sole focus to uncover the kind of tech that will make a tangible difference to the quality and depth of insight. The presentation outlines the latest experimentations with practical application of AI and LLM’s: conversing with consumers at scale with chatbots, in-the-moment data capture with voice technology, unstructured data analysis, increasing survey engagement and improving data quality with AI avatars. Insights from case studies conducted alongside leading FMCG brands will highlight the advantages and limitations of these technologies, with a particular focus on product and packaging development and testing. Listen to the full presentation at NewMR.org/Play-Again.

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1. A Presenta*on from The NewMR Mobile Event 22 February 2012 Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com For more informa1on about NewMR events visit newmr.org Mastering the Medium: Best Prac3ces in Immersive Mobile Qual Steve August and Elizabeth MacLaughlin, Revela3on

2. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Mastering the Medium: Best Practices in Immersive Mobile Qual Steve August Elizabeth MacLaughlin

3. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Mobile is a Medium

4. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Each Medium has Strengths Real 1me interac1on Speed, Reach and Depth “In the Moment” Access

5. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 How Can Mobile Help Our Mission?

6. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Layers of Consumer Experience Context Behaviors Emo1ons

7. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Using Activities To Explore Consumer Experiences Context Behaviors Emo1ons Tours, Show Me’s, Depriva1ons Diaries, Journals Projec1ve exercises, Image Metaphors, Personiﬁca1on, Storytelling

8. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Going Mobile 8 •  Our goal is to get as close to the actual interactions, experiences, and decisions as possible •  Mobile allows us to capture these important events as they take place - in the aisle, on the way to work, at the computer - anywhere.

9. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Mixed Medium Case Study: Exploring the World of Dads

10. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 What we wanted to learn 10 Who are these men, and what are their roles in their families?! ! What is their purchase influence on specific categories?! ! Who influences them?!

11. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Hunter Qualitative Research – Jon McNeill 11 •  Hunter Qualitative Research is Jon McNeill, a product, brand, and communications consultant for clients like Microsoft, Pepsi, Target, & Yahoo!

12. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 The key players 12

13. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 The approach: Mixed methodology for a 360º view 13

14. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Digital Dads Study •  To understand the role of dads in household purchases Background & Objec1ves •  Dads of children age three or younger in Chicago and Portland •  ½ with iPhone, ½ did not have iPhones Target Market •  3 Weeks Dura1on

15. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 •  Warm Up: “GeYng to Know You” •  Day in the Life: “You As a Dad” •  Reporter: “Your Role in Household Shopping” PC-‐Based Exercises • Diary: “Purchase Involvement” Mobile Exercises • On site interviews with dad and family In Person

16. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Day 1 Day 2 Day 3 Day 4 Day 22 Warm-‐up and Welcome You As a Dad Shopping Involvement Ongoing Task -‐ Online and mobile purchase decision diary

17. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Why Mobile Worked: In the aisle at Toys ‘R’ Us 17

18. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 What we found: There’s a new man in town 18

19. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Wrapping Up Key Mobile Qual Best Practices -- Leverage mobile for it’s strengths. -- Keep Mobile activities short and simple. -- Utilize “Record, then Reflect” method.

20. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Q & A Sue York NewMR Steve August Revela1on Elizabeth MacLaughlin Revela1on

21. Speakers: Steve August & Elizabeth MacLaughlin, Revelation, US NewMR Mobile Event, 22 Feb 2012, Session 1 Thank you Steve August Elizabeth MacLaughlin Read Steve’s blog @ hdp://www.revela1onglobal.com/news Follow Revela1on’s tweets at @Revela1onInc Connect with Steve on LinkedIn @ hdp://www.linkedin.com/pub/steve-‐august/0/11/1a

22. A Presenta*on from The NewMR Mobile Event 22 February 2012 Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com For more informa1on about NewMR events visit newmr.org Mastering the Medium: Best Prac3ces in Immersive Mobile Qual Steve August and Elizabeth MacLaughlin, Revela3on

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