rolling labs connected car research method - mwc feb 2014
DESCRIPTION
Rolling Labs connected car research presentation by Mike Courtney of Aperio Insights at Mobile World Congress 2014. Preso was given at the Mirrorlink conference. This short presentation highlights the use of digital ethnography as an observation tool to understand consumer behavior in automobiles for the purposes of developing new connected car applications and servicesTRANSCRIPT
www.aperioinsights.com
Revealing Insights for Clear Decisions
Innovation PanelDeveloping New Apps & ServicesA Researcher’s PerspectiveFebruary 25, 2014
2 Revealing Insights for Clear Decisions
Mike Courtney — Researcher and Futurist
Masters degree in market research, published author and angel investor.
Data Analysis | Ethnography Ideation | End User RequirementsNew Product Validation | Roadmaps
Educated and trained in both traditional research and long range scenario planning.
3 Revealing Insights for Clear Decisions
Exciting Times…..
I forgot my wallet
!
I can pay !
Has he seen this movie ?
Not yet!
4 Revealing Insights for Clear Decisions
Now Playing…
The Dashboard MysteryRated LTE
I can’t tell, and that
scares me!What’s
going on in there?
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ROLLING LABSCONNECTED CAR
RESEARCH
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Changing Expectations
I love what this can do !
That looks cool !
7 Revealing Insights for Clear Decisions
8 Revealing Insights for Clear Decisions
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What We’ve Learned
Hmmm… Interesting.So that’s how I get more traction !
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The Challenge — Integrating Research + Product Development
Research
Product Development
Higher Quality
Solutions
Sketch
Present
Critique
Iterative Cycles
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Unstated Needs Tell More of the Story
UNSTATED NEED — I want familiarity, ease of use, high quality, choice of apps, etc.
Source: http://www.phonesreview.co.uk/wp-content/phoneimages/2011/03/ipadcar.jpg
STATED NEED — Can you just build an iPad into my dashboard?
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Low Fidelity is Useful
Source: architectradure.blogspot.com and www.lincah.com
Low Fidelity High Fidelity
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Leverage Sensors & Machine Vision
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Timeless Needs
Pothole Up Ahead Thanks !
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Mike Courtneye: [email protected]: +1 469-363-0109www.aperioinsights.com
Developers, start your (app) engines —Ready, Set, Go!