john griffiths mobile - 2012

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

Capturing contextual experience John Griffiths, Spring Research

Speaker XXXXXX, Organisation, Country This line to be edited by NewMR

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CLIENT LOGO IN MASTER HERE

Capturing contextual experience February 2012

Prepared for: NewMR By: Spring Research

Contact: 020 7428 7373

Speaker: John Griffiths, Spring Research, UK NewMR Mobile Event, 22 Feb 2012, Session 1

Traditional market research is 2D, often capturing irrelevant data

•  Focussed on defining personality types and iden1fying individual, isolated behaviours

•  LiFle or no examina1on of the environments within which decisions are made

•  Masses of data on decision making, but what is it really telling you?


We need to understand decisions in context


Research ignores context

–  Viewing facility? –  Hotel room? –  Private home? –  In hall?

•  You can collect data anywhere right?



Hall tests Link tests

Telephone research Street surveys



– OLFGs – BBFGs – MROCs

•  Online research assumes that the primary context is online

households

workplace

on the move


We know that identity and therefore experience is fluid and changing

•  Professor Erving Goffman: •  We all wear different masks at different 1mes •  Our social roles, iden11es, and therefore decisions

change in rela1on to our social contexts -‐ Dramaturgy

•  Instead of defining internal characteris1cs (personality segments) we need to look at individual moments – decisions in their context


To this end, we decided to look at decision making in real time

•  Using this approach we will define the ‘moments’ that people have which drive how they use products and services


When research addresses context 1 – Do you remember when ?

•  The first gambit is to ask people to remember what they did and how they felt. The problem is that they removed from the context. How accurate is their memory?


When research addresses context 2 – Can I interrupt?

•  The second gambit uses interrup1on with a mobile phone survey (the latest weapon of choice). In a way that invades, disrupts and changes the context it tries to understand


Solution: let them take their own pulse quickly and simply

•  Where are you? •  Who are you with? •  What are you doing? •  How are you feeling? •  Take a photo •  Offer an open answer


A map of core moments defined in consumers’ own words

Experience key

Nervous

Feeling down

*Size of moment denotes importance

Energised

Tired

Elated

Excited

Starving

Focussed

Jovial

In1mate

Relaxed

Morning

Mid-‐morning

Lunch

A]ernoon

Evening

Mon Tues Wed Thurs Fri Sat Sun


Where does the brand fit?

•  We can relate contexts to brands and to product and service formats.

•  Do they fit or not? •  What makes a brand fit beFer?

•  To build a map of brand relevance and opportunity


We will give an overview of where different brands fits best

Experience key

Nervous

Feeling down

*Size of moment denotes importance

Energised

Tired

Elated

Excited

Starving

Focussed

Jovial

In1mate

Relaxed

Morning

Mid-‐morning

Lunch

Mon Tues Wed Thurs Fri Sat Sun

A]ernoon

Evening


•  defined by importance, context and brand opportunity

•  Alongside a more detailed account of moments with insights into brand and communica1ons opportuni1es

•  Personalised output that meets any specific research requirements s1pulated

Building a map of core moments..


And yes we have an app for it..


What: Open ended mobile, contextual

data collec1on Online diaries with in-‐depth

modera1on Depth interviews to delve further

into the experiences

Why: To define moments using consumers own words

To understand the range of relevant physical and emo1onal feelings around the moments

Method overview


Its time research learned without interrupting

Thanks for listening!

John Griffiths Creative Director Spring Research www.springresearch.com


Q & A

Sue York NewMR

John Griffiths Spring Research

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

Capturing contextual experience John Griffiths, Spring Research

john griffiths mobile - 2012

Marketing

spring research contact

uk newmr mobile event

john griffiths

research addresses context

traditional market research

speaker xxxxxx

primary context

contextual experience