Survey Analytics President Andrew Jeavons takes you through some recent findings in the world of psychology and challenges the market research status quo. The assumption underpinning the standard market research operating procedure of directed recall is that we can reach into our experiences and retrieve complex information. But is that true? Smartphones present an opportunity for capturing feedback at the Point of Emotion (POE), the point in time when a consumer is using a product, both through smartphone surveys and passive data collection.

1. WHY RECALL MUST DIE
By Andrew Jeavons, President, Survey Analytics

2. CAPTURING THE
POINT OF EMOTION

4. PDP 11/10
16,000
bytes

5. iPhone 4S
16,000,000,000 bytes

6. Mobile phones
and Social
Evolution:
Teenage Dating
“Talking” is
the new
courting.
Technology
changes
behavior.

8. ShopSavvy.com
9.3mm users

9. Consumer Memory

12. Post Traumatic Stress Disorder
“Super memories” – can‟t forget them.
The Engram Model
Memory as static, recall as reading.

13. “Our memories are
formed by the act of
recalling them..”
- Jonah Lehrer
Wired, 2012

14. Ecstasy, PKMzeta, Zeta
Interacting Protein

15. Why we have to
forget: the story of „S‟
We need to forget
more than we need to
remember
„S‟ obviously had too
much PKMZeta

16. Eyewitness Testimony:
“…the mere fault of being human results in distorted
memory and inaccurate testimony”
- Fisher and Tversky (1999)

17. The Point of Emotion

18. Memory
and
Market
Research

19. • The process of recall alters
what we recall.
– The survey process could be
altering the data.
– Long surveys have a bigger
potential to do this.
• We have to forget a lot of
things.
– There is no real guarantee we
remember the experience
sought.
– We may make up the memories
we don‟t have.

20. Immediacy – they can be available close to the “Point of
Emotion”. Geolocation capabilities enable us to track consumers.
Currently survey questions are far removed from the events they
ask about.
Quick responses – survey results available instantly.
Quick rewards – available after the survey is taken. Encourages
participation.

21. Questions per survey
Options per question
140 characters question text

22. Smartphones: Passive Data Collection
Huge amount of data about phone
usage available:
Battery status
Installed apps
Data volume down/up loaded
Available storage
Browser usage
Accelerometer
Location
Sound levels
and more….
Different type of “demographics” i.e. movement

23. Diaries:
Text, Video, Image, Voice
Date, Time, location triggered

24. Potential to collect other forms
of data:
Blood Pressure
Environmental measurements
Web activity
iGeiger
iCelcius

25. Harnessing the power of
smartphones is the key to
understanding consumers
over the next 10 years.