This document discusses the potential insights that can be gained from passive image capture (PiC) of consumers' daily lives. It provides examples of how PiC can be used to observe behaviors over time through session-based observation of specific contexts like a chef's workday captured through hundreds of photos, and through longer-term observation of daily routines captured through thousands of photos over a week. PiC allows observing how brands are experienced in consumers' lives and the relationships between brands to understand priorities. PiC provides a new way to understand behaviors and contexts in ways consumers can't always articulate themselves.

1. MAY 1, 2015
Passive Image
Capture (PiC)
Understanding Behaviors and Brands in Context

2. Tasty Nuggets
1 / Doughnuts
2 / Moments that Matter
3 / Power of Passive
4 / The Tools
5 / The Insights

3. A POWERFUL CRAVING
Sweet Truths

4. A POWERFUL CRAVING
Sweet Truths

5. / 5
What can 736 photos teach us
about doughnut
consumption?

6. SWEET TRUTH PICTURES ALONE CAN REVEAL PATTERNS
/ 6
Doughnuts
alone,
together
Abox of doughnuts and passive image capture
illuminated the doughnuthabits of our staff
23
People ate doughnuts over the course
of the day

7. / 7
Doughnuts
alone,
together
Abox of doughnuts and passive image capture
illuminated the doughnuthabits of our staff
23
People ate doughnuts over the course
of the day
70%
Of occasions occurred when no one
else was present in the communal
kitchen
SWEET TRUTH PICTURES ALONE CAN REVEAL PATTERNS

8. / 8
Doughnuts
alone,
together
Abox of doughnuts and passive image capture
illuminated the doughnuthabits of our staff
23
People ate doughnuts over the course
of the day
70%
Of occasions occurred when no one
else was present in the communal
kitchen
1:30-2:00pm
Represented the peak doughnut
consumption hours, accounting for
over one-third of all occasions
8:30 – 9:30
9:30 – 10:30
11:30 – 12:30
12:30 – 1:30
2:30 – 3:30
3:30 – 4:30
4:30 – 5:30
5:30 – 6:30
SWEET TRUTH PICTURES ALONE CAN REVEAL PATTERNS

9. A DIFFERENT TYPE OF CRAVING
Moments that
Matter Most
Replace photo

10. What drives a decision moment?

11. Inspiration Motivation Preparation Experience Result
MOMENTS THAT MATTER MOST

12. /
Moments That Matter Most Inspiration Motivation Preparation Experience Reaction
Groups/IDIs: Rely on entirely on recall,
subject to post-rationalization
Ethno-style Immersions: Shared experience,
subject to “intrusion” impact
Mobile Ethno: Able to experience more
moments with less intrusion, but reliant on
consumer curation of the moment
LifeLens: Passively documents context for
decisions consumers can’t articulate
MOMENTS THAT MATTER MOST W HAT YOU SEE VS. W HAT THEY SAY
12

13. /
Moments That Matter Most Inspiration Motivation Preparation Experience Reaction
Groups/IDIs: Rely on entirely on recall,
subject to post-rationalization
Ethno-style Immersions: Shared experience,
subject to “intrusion” impact
Mobile Ethno: Able to experience more
moments with less intrusion, but reliant on
consumer curation of the moment
LifeLens: Passively documents context for
decisions consumers can’t articulate
MOMENTS THAT MATTER MOST W HAT YOU SEE VS. W HAT THEY SAY
13

14. /
Moments That Matter Most Inspiration Motivation Preparation Experience Reaction
Groups/IDIs: Rely on entirely on recall,
subject to post-rationalization
Ethno-style Immersions: Shared experience,
subject to “intrusion” impact
Mobile Ethno: Able to experience more
moments with less intrusion, but reliant on
consumer curation of moments
LifeLens: Passively documents context for
decisions consumers can’t articulate
MOMENTS THAT MATTER MOST W HAT YOU SEE VS. W HAT THEY SAY
14

15. /
Moments That Matter Most Inspiration Motivation Preparation Experience Reaction
Groups/IDIs: Rely on entirely on recall,
subject to post-rationalization
Ethno-style Immersions: Shared experience,
subject to “intrusion” impact
Mobile Ethno: Able to experience more
moments with less intrusion, but reliant on
consumer curation of moments
LifeLens: Passively documents context for
decisions consumers can’t articulate
MOMENTS THAT MATTER MOST W HAT YOU SEE VS. W HAT THEY SAY
15

16. UNLEASHIN
G THE
POWER OF
PASSIVE

17. / 17
4 groundbreaking ways to learn more by
simply watching life as it unfolds.
1/ SESSION-BASED
OBSERVATION 2/ OBSERVING
DAILY LIFE
3/ BRANDS
IN CONTEXT 4/ LIFESTYLE
PROFILING

18. SESSION-BASED OBSERVATION
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19. / 19
What can LifeLogging teach us
about the work life of executive
chefs?
Here’s just a peak through the lens of a single chef.
3 days of passive observation
1,892 photos captured
10 total hours of work life
SESSION-BASED OBSERVATION DEFINED COLLECTION PERIODS DEFINE IMPORTANT
PATTERNS

20. / 20
There’s a lot of back and forth.
Beyond the cycling of service-related activates
across day parts, a lot of critical responsibilities
get’s shoved into “in-between” moments.
Meetings, menu research & inventory
98 photos / 44 minutes
Catching up on emails & orders
43 photos / 22 minutes
Production in kitchen
408 photos / 204 minutes
SESSION-BASED OBSERVATION DEFINED COLLECTION PERIODS DEFINE IMPORTANT
PATTERNS

21. / 21
Cooking is a big part, but not the
only part, of the job.
By observing how this chef moves through an
average day, we can see that daily duties extend
beyond the kitchen.
SESSION-BASED OBSERVATION DEFINED COLLECTION PERIODS DEFINE IMPORTANT
PATTERNS
Meetings, menu research
Catching up on emails
Meal production in the kitchen
Meetings, menu research
Catching up on emails
Meal production in the kitchen
Meetings, menu research
Catching up on emails
Meal production in the kitchen

22. / 22
If a chef is “hands on” in so many ways through the day…
SESSION-BASED OBSERVATION DEFINED COLLECTION PERIODS DEFINE IMPORTANT
PATTERNS
9/ SERVE MEALS
FRONT OF HOUSE
7/ COOK ON
THE LINE
8/ VOLUNTEER
3/ ENSURE DISHES
FULL OF FLAVOR
1/ PREP FOR
SERVICE
2/ CATCH UP
ON E-MAIL
6/ MEET WITH
MANAGEMENT
4/ GET RECIPE
INSPIRATION
5/ PREP FOR
SERVICE
9/ PERFORM KITCHEN
INVENTORY
7/ REVIEW PRODUCT
CATALOGUES
8/ BRIEF KITCHEN
STAFF

23. / 23
As a brand, you’d now have insight into how to lend a hand.
SESSION-BASED OBSERVATION DEFINED COLLECTION PERIODS DEFINE IMPORTANT
PATTERNS
9/ SERVE MEALS
FRONT OF HOUSE
7/ COOK ON
THE LINE
8/ VOLUNTEER
3/ ENSURE DISHES
FULL OF FLAVOR
1/ PREP FOR
SERVICE
2/ CATCH UP
ON E-MAIL
6/ MEET WITH
MANAGEMENT
4/ GET RECIPE
INSPIRATION
5/ PREP FOR
SERVICE
9/ PERFORM KITCHEN
INVENTORY
7/ REVIEW PRODUCT
CATALOGUES
8/ BRIEF KITCHEN
STAFF

24. OBSERVING DAILY LIFE
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25. / 25
A week’s worth of photos can reveal
the power of daily patterns.
8 days
6,700 photos
830 photos per day
14 hours of life per day
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES

26. / 26
8 am - Morning Commute - 36 minutes
9 am - Morning work @ desk - 1 hour 24
minutes
10:30 am - Work env. Change #1 - 32 minutes
11 am - Office socializing - 8 minutes,
11:10 am - Work env. Change #2 - 1 hour 12
minutes
12:30 pm - Grabbing take out - 8 minutes
12:45 - Working lunch - 50 minutes
1:30 pm - Meeting #1 - 84 minutes
3:00 pm - Meeting #2 - 862 minutes
4:00 pm - Wrapping up - 35 minutes
4:45 pm - Evening commute - 44 minutes
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES
Consumption doesn’t occur within
narrow parameters of isolated
occasions, but rather within broad
parameters of daily routines.
Observing what stays constant, and what shifts
within routines, shows you where opportunity lies.

27. / 27
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
8 am:
Morning Commute

28. / 28
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
8 am:
Morning Commute
9 am:
Morning work @
desk

29. / 29
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
8 am:
Morning Commute
9 am:
Morning work @
desk
11 am:
Office socializing

30. / 30
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
8 am:
Morning Commute
9 am:
Morning work @
desk
11 am:
Office socializing
12:30 pm:
Grabbing lunch

31. / 31
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
1:30 pm: Meeting #1

32. / 32
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
1:30 pm: Meeting #1
3:00 pm:
Meeting #2

33. / 33
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
1:30 pm: Meeting #1
3:00 pm:
Meeting #2
4:00 pm: Wrapping
Up

34. / 34
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
1:30 pm: Meeting #1
3:00 pm:
Meeting #2
4:00 pm: Wrapping
Up
4:45 pm:
Evening Commute

35. / 35
Traditional Ethno
Researcher driven capture
Collection Researcher curated
Analysis Compilation, observations, field note
analysis
Mobile Ethno
Respondent driven capture
Collection Entirely respondent initiated
Analysis Viewing, transcribing, interpreting
captured data
Passive Ethno
Continuous Capture
Collection Ongoing
Analysis Observation, interpretation,
cataloging passive capture

36. / 36
DAY 1 / 9 AM DAY 2 / 9 AM
DAY 1 / 11 AM DAY 2 / 11 AM
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES
Now you can see how brands interplay across routine occasions.

37. / 37
DAY 1 / 9 AM DAY 2 / 9 AM
DAY 1 / 11 AM DAY 2 / 11 AM
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES

38. / 38
8 am - Morning Commute - 36 minutes
9 am - Morning work @ desk - 1 hour 24
minutes
10:30 am - Work env. Change #1 - 32 minutes
11 am - Office socializing - 8 minutes,
11:10 am - Work env. Change #2 - 1 hour 12
minutes
12:30 pm - Grabbing take out - 8 minutes
12:45 - Working lunch - 50 minutes
1:30 pm - Meeting #1 - 84 minutes
3:00 pm - Meeting #2 - 862 minutes
4:00 pm - Wrapping up - 35 minutes
4:45 pm - Evening commute - 44 minutes
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES

39. / 39
Consumption patterns also point to
behavioral predispositions, as well
as efforts to achieve balance in life.
Observing seemingly contradictory, or compensating
behaviors, shows you where opportunity lies.
8 am: Morning Commute
9 am: Morning work at
desk
11 am: Office
socializing
12:30 pm:
Grabbing lunch

40. / 40
1/ WALK KIDS TO
SCHOOL 2/ BIKE TO WORK 3/ WORK ON A
PPT DECK
4/
RAID THE
OFFICE FOR
SALTY SNACKS
5/
GRAB A QUICK
BITE FOR BACK
AT THE DESK
6/
MEETINGS
WITH TEAM
ON PROJECTS
7/
CHANGE OF
SCENERY FOR
DETAILED
WORK
8/
HEAD HOME TO
PICK UP THE
KIDS
9/
PREP FOR A
HEALTHY BITE
WITH THE
FAM
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES
Healthy behaviors show up as book ends to daily
routines.

41. Macro themes that appear consistently
throughout a consumers day
/ 41
Evenings – Family focused, nutritional meal
Work Day- Sedentary, Convenient food
Mornings - Active, On the Go Eating

42. How could you help him find better balance in between?
/ 42
1/ WALK KIDS TO
SCHOOL 2/ BIKE TO WORK 3/ WORK ON A
PPT DECK
4/
RAID THE
OFFICE FOR
SALTY SNACKS
5/
GRAB A QUICK
BITE FOR BACK
AT THE DESK
6/
MEETINGS
WITH TEAM
ON PROJECTS
7/
CHANGE OF
SCENERY FOR
DETAILED
WORK
8/
HEAD HOME TO
PICK UP THE
KIDS
9/
PREP FOR A
HEALTHY BITE
WITH THE
FAM
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES

43. / 43
1/ WALK KIDS TO
SCHOOL 2/ BIKE TO WORK 3/ WORK ON A
PPT DECK
4/
RAID THE
OFFICE FOR
SALTY SNACKS
5/
GRAB A QUICK
BITE FOR BACK
AT THE DESK
6/
MEETINGS
WITH TEAM
ON PROJECTS
7/
CHANGE OF
SCENERY FOR
DETAILED
WORK
8/
HEAD HOME TO
PICK UP THE
KIDS
9/
PREP FOR A
HEALTHY BITE
WITH THE
FAM
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES
And how about when it rains, sleets or snows?

44. BRANDS IN CONTEXT
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45. / 45
Imagine seeing every transaction made in a day.

46. / 46
Or across an entire week.

47. / 47
BRANDS IN CONTEXT RELATIONSHIPS AMONG BRANDS REVEAL PRIORITIES
Or seeing hoe brands go from store shelf to their shelves.

48. / 48
BRANDS IN CONTEXT RELATIONSHIPS AMONG BRANDS REVEAL PRIORITIES
And how those brands are experienced in their lives.

49. / 49
BRANDS IN CONTEXT RELATIONSHIPS AMONG BRANDS REVEAL PRIORITIES
What if you catalogued every brand
a consumer intersected with across
their observation period?
You’d have a pretty good foundation for defining
what’s truly important in a consumer’s life.

50. / 50
BRANDS IN CONTEXT RELATIONSHIPS AMONG BRANDS REVEAL PRIORITIES
What if you catalogued every brand
a consumer intersected with across
their observation period?
You’d have a pretty good foundation for defining
what’s truly important in a consumer’s life.

51. / 51
Prepare Sustain Entertain Go
Contextual brand relationships drive an understanding of the role
brands play in the consumers life.
BRANDS IN CONTEXT RELATIONSHIPS AMONG BRANDS REVEAL PRIORITIES
What type of brands dominate consumption behaviors?

52. / 52
Prepare Sustain Entertain Go
Contextual brand relationships drive an understanding of the role
brands play in the consumers life.
BRANDS IN CONTEXT RELATIONSHIPS AMONG BRANDS REVEAL PRIORITIES
What’s important to this consumer based on this brand
map?

53. Prepare Sustain Entertain Go
/ 53
Contextual brand relationships drive an understanding of the role
brands play in the consumers life.
BRANDS IN CONTEXT RELATIONSHIPS AMONG BRANDS REVEAL PRIORITIES
If you were Target, would you treat this consumer different?

54. LIFESTYLE PROFILING

55. / 55
Strengthen understanding of a
segment by observing the true
experience of a respondent
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56. / 56
Foodie
‣ Prepping healthy meals for
his family
‣ Dining out at trendy urban
bars/restaurants
‣ Having a cookoutwith a
bunch of friends
Socializer
‣ Bbqs with many other
couples
‣ Kids are always present for
the fun.
‣ Nights out oftenincludeother
couples
Family-man
‣ Private family time is largely
spent outside.
‣ Outings usaully merge
chores or necessary
shopping (eye doctor, costco,
etc.).
‣ Very few hours are spend just
lounging around house or
being sedentary.
DIYer
‣ Whenalone, productivity
continues.
‣ activities like home
improvements,organizing the
kids’dvd collection, real
estate hunting, etc.
‣ Very few hours spent
passively consumingmedia.
Based on the vast quantity of images, Lorem builds strong,
substantiated profiles of consumers that support and illuminate
segmentations.

57. / 57
8 am - Morning Commute - 36 minutes
OBSERVING DAILY LIFE RECOGNIZING OPPORTUNITY W ITHIN ROUTINES
Consumption doesn’t occur within
narrow parameters of isolated
occasions, but rather within broad
parameters of daily routines.
Observing what stays constant, and what shifts
within routines, shows you where opportunity lies.

58. How does a deeper understanding
of context influence research
strategy?

59. / 59
COMBINE METHODOLO G IES
Creating a full view of a consumer will require
more methods to be deployed for a single goal.
REPORT OBSERVATIONS
Passive observation will illuminate an actual
consumer moment and rely less on response
ACCEPT DIGITAL AS ACTUAL
Removing the boundary between online and
offline will create a more holistic consumer portrait
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60. Thank You.
MATTHEW SINGER
Executive Director
MSinger@eggstrategy.com
(303)546-9311 x132
Egg Strategy
1600 Walnut St. Suite 102
Boulder, CO 80302