A short account of consumer research among 18-25 yr olds that illuminates the roles that mobile technology can play to enrich the experience.

1. Taxonomy of a great night out. Drivers of experience and the implications for technology

9. Good possibilities for technology. But we knew this cohort did not value all experiences equally.

13. The irony frames the opportunity Unpredictability is something that they happen upon, but is usually elusive when they deliberately search for it. Too often, it happens less often than they want. Given the significance of this experience, this frames up the most valuable role technology can play: using advanced algorithms to mash individual preferences with group data to make the hit-rate higher and occurrence less random.

14. Thank You Guy Gould-Davies Questions, thoughts, comments to [email_address] http://openfridgedoor.com