mastering the medium: best prac3ces in immersive mobile qual

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

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


Mobile is a Medium


Each Medium has Strengths

Real 1me interac1on

Speed, Reach and Depth

“In the Moment” Access


How Can Mobile Help Our Mission?


Layers of Consumer Experience Context

Behaviors

Emo1ons


Using Activities To Explore Consumer Experiences

Context

Behaviors

Emo1ons

Tours, Show Me’s, Depriva1ons

Diaries, Journals

Projec1ve exercises, Image Metaphors, Personifica1on, Storytelling


Going Mobile

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•  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.


Mixed Medium Case Study: Exploring the World of Dads


What we wanted to learn

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Who are these men, and what are their roles in their families?!!What is their purchase influence on specific categories?!!Who influences them?!


Hunter Qualitative Research – Jon McNeill

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•  Hunter Qualitative Research is Jon McNeill, a product, brand, and communications consultant for clients like Microsoft, Pepsi, Target, & Yahoo!


The key players

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The approach: Mixed methodology for a 360º view

13


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


• 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


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


Why Mobile Worked: In the aisle at Toys ‘R’ Us

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What we found: There’s a new man in town

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Wrapping Up Key Mobile Qual Best Practices

-- Leverage mobile for it’s strengths. -- Keep Mobile activities short and simple. -- Utilize “Record, then Reflect” method.


Q & A

Sue York NewMR

Steve August Revela1on

Elizabeth MacLaughlin Revela1on


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

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

mastering the medium: best prac3ces in immersive mobile qual

Marketing

elizabeth maclaughlin

us newmr mobile event

possible mobile

mobile help

immersive mobile qual

mixed medium case study

world of dads

mixed methodology