Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumers
John Williamson - Chief Executive Officer – QualVu
Discussing how mobile video data can be quickly transformed into actionable intelligence. How mobile video dissolves the barriers of time, place, interpretation, memory, imprecise description and planned situations. Results from actual studies on how mobile video research is turning consumers into invaluable brand advisors.
13. HOW TO GET CLOSER
TO THE TRUTH
CONVENIENCE
MORE CANDOR
relaxed, stress-free conditions
IN-THE-MOMENT
MOMENTS OF TRUTH
event-driven feedback
SETTING
INSIGHTS ANYWHERE
anywhere relevant
PRIVACY
BETTER VALUE
In-depth, consumer and
event-driven “one on one‟s”
15. … or rather, simply asking consumers for
permission to observe their lives as they happen…
…. and engaging them to share
at the point of experience.
18. THE RIGHT METHODOLOGY
FLEXIBLE
to follow the natural patterns
of consumers‟ lives
ASYNCHRONOUS
to allow consumers to capture
moments as they happen
20. A 360 VIEW OF THE SHOPPER JOURNEY:
CASE STUDY
Store Product
Product Accessory
SHOPPERS TRIGGER SHOP CHOOSE BUY REFLECT
Web Store Web Store Web
21. STUDYING THE STUDENTS
OBJECTIVE
Hewlett-Packard wanted a better understanding of the decision-making process
students use when buying a computer and printer for college.
METHODOLOGY
This study utilized Videodiary and pocketcams to explore attitudinal and
behavioral insights. Qualvu also collected usability and UX research, through
screen tracking and recording of associated narrated audio.
STRATEGY
We asked students to show us how they shopped for that ideal PC or
printer. Wherever they wanted to go, they could. We asked them to show
us what they did to find that ideal PC or printer for as long as they wanted
in a completely exploratory exercise
We harvested responses in the most natural and forthcoming way possible,
we gave students a variety of tools (webcam, pocket cam and screen-
tracking) and told them they could choose they tools they wanted
depending on their environment.
23. THE FUTURE
New levels of consumer-driven
access
Geolocation
QR codes
Breaks boundaries of „the
project‟
Rated panels
Data sharing & mining
27. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org
Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter