“Mobile is an ethnographer in their pocket.” said Chris Jones of BrainJuicer today at the ESOMAR Qualitative Conference. He was speaking of their success using mobile phones to conduct “self-ethnography.” His case study highlighted the differences between a brand’s segmentation definitions and how that people interact with that brand in real life. For example, an [...]
Here at 20|20, we are seeing more and more projects that utilize technology in tandem with in-person research. The trend has accelerated recently with the introduction of LifeNotes mobile journaling tool. LifeNotes gives respondents the ability to respond to moderator requests by posting a picture, video and/or comment to their personal “wall.” The moderator can [...]
2030 will usher in a much more interdependent, less secure world dominated by Asian economies. This is the “sound-bite” conclusion I draw from an article titled, “7 Revolutions Ahead” that appeared in the Farm Journal’s March issue. The article is summarized from a presentation made by Johanna Nesseth Tuttle, VP of Strategic Planning for the [...]
This week is the Mobile Research in the Mobile World conference in Cincinnati. I don’t know when I have heard as much buzz about a conference. I hope it lives up to its hype. I will not be there but my colleague and friend Isaac Rogers, 20|20 CIO, is attending. Foster Winter, MD of Sigma [...]
Mobile is hot! Everyone in research is talking about the possibilities of using mobile phones for marketing research purposes. Actually, we have been for quite a while. After all, we qualitative researchers are dying to be close to our respondents at the point of purchase or when using our product or just simply to understand [...]
Charlie Rader is a technology evangelist. Officially, he is the “Digital Insights Tools Leader” at P&G. I have seen a lot of evangelists, and Charlie is one. Not only did he organize today’s “Online and Mobile Research Vendor Fair,” he spent the day running from place to place and literally shouting over the crowd to [...]
A sneak peek at the 2012 Greenbook Research Industry Trends (GRIT) report reveals an anticipation in the rise of mobile surveys this year. That’s one of the highlights of a fascinating examination of what research firms anticipate and what clients see as the techniques that will drive market research budgets this year. The GRIT report, [...]
The habit of using cell phones while shopping — calling a friend, checking product reviews and comparing prices — is on the rise. Mobile usage has become an integral part of shopping in stores (the brick and mortar ones), according to Pew Research conducted in the month leading up to and in the month following [...]
A recent article in Forbes titled, “A Wide Divide Between Brands and Consumers in Social Media” cites a survey of consumers active in brand social media sites and CMOs who are responsible for those sites. As the title suggests, one of the most surprising findings was that consumers go to brand sites for games or [...]
Super Bowl commercials generate more conversation in Monday morning meetings today than almost anything else. With social media, the conversation following a Super Bowl ad is immediate. Last year, you may remember Groupon’s commercial about the troubles in Tibet resulted in a backlash on Twitter, and a formal apology. It will be studied in business [...]
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