Archive for January, 2013

Soft eyes

Tuesday, January 29th, 2013

“If you got soft eyes, you can see the whole thing. If you got hard eyes – you staring at the same tree missing the forest.”

Some Zen wisdom for market researchers from Det. William ‘Bunk’ Moreland.

5 benefits of mobile research

Friday, January 25th, 2013

Mobile is set to overtake PCs for Internet access. Mobile research – market research using mobile phones as capture devices – is riding this wave. So what are the benefits of this approach to gathering customer insight?

1. It’s in the moment
Behavioural Economics has taught us we are much less rational beings than we liked to think. As Rory Sutherland has pointed out, anything that helps us get closer to the point of decision will better inform us as to why people do the things they do.

And at a more basic level – people forget! Asking them why they did something 2 weeks ago is prone to hazy recollection as well as any post-rationalisation.

2. Understand the context
Being in the moment means we can get more clues about the context of people’s experiences. The same message to someone when they are stressed out as when they have free headspace will yield very different results.

This is why some have claimed that there is no such thing as channels; only interactions, which are dictated by shifting contexts.

3. Link emotions to events
Emotions are a great predictor of behaviour. Knowing what events precipitate what emotions (e.g. during interactions with customers, in the workplace) can help us design better for them.

4. Empathy drives great innovation
And this emotional content is an aid to better innovation. Being able to feel people’s pain as well as see it makes people care enough (as well as know enough) to want to do something about it. Mobile qualitative research comes into its own here.

Plus that empathy can be pushed up the chain. Having that ‘customer proof’ to take to management will help to drive customer-centric change.

5. It’s quick
And finally, it sounds simple but speed is a real business advantage. Being able to turn around solid insight quickly aids timely decision making and an agile approach. In the words of more than one client, “The right answer but too late is no use to me.”

Quick tour of the nativeye dashboard

Tuesday, January 22nd, 2013

A quick spin around the nativeye dashboard in under 5 mins.

Nesta chooses nativeye for Mentor experience tracking

Tuesday, January 15th, 2013

We are very pleased to announce that Nesta, the UK innovation charity, has partnered with nativeye to track experiences of their Creative Business Mentor Network programme.

The idea is that mentees use the nativeye app as an informal “checking in” tool to report back their experience of monthly mentoring sessions.

The first benefit is to allow Nesta to monitor the impact of mentoring on creative businesses. This feedback loop also allows Nesta to see what’s working and what isn’t – enabling them to act quickly if they need to in the manner of “continual improvement”.

And over the duration of the programme they will be able to track the evolution of their participants’ experiences. All this together will help to inform future mentor programmes.

This is an exciting “cohort research” project which we are sure will yield useful insight for Nesta.

 

If you are interested in being considered for Spring’s 2013 programme and you are an established creative UK company within the following sectors:

  • games
  • TV
  • digital media
  • film
  • advertising sectors

Please register your interest here: https://nestauk.wufoo.com/forms/creative-business-mentor-network/  or visit the Creative Business Mentor Network’s home page for further details: http://www.nesta.org.uk/areas_of_work/creative_economy/creative_business_mentor_network

nativeye Hack Day report

Wednesday, January 9th, 2013


nativeye Hack Day

So we met up just before the new year to all get in a room and see what we could build. Now, we had noble ambitions to build some game-changing features for nativeye that would turn market research on its head, but we ended up building a Pub Treasure Hunt instead. Well it was the holidays.

The idea was that you could set up a treasure hunt that involved giving people directions to particular location and once they reached that location they would be set a challenge. In the case of the Pub Treasure Hunt challenges would be things like “Find out what the most popular beer is and take a photo of it” and “Find out what year the pub was founded”. When the first challenge (or objective) was completed the player would be sent directions to the next location and the process would repeat.

So it meant we had to play around with geo-fencing – tying particular objectives to a particular location within a defined radius (big learning here to multiply rather than divide otherwise you end up with a radius of 200km rather than the intended 20m!).

You can see the public site we built here http://pubtreasurehunt.tk/ featuring a few dubious image choices.

Some pics from the day:

Programmers

 

Pub treasure hunt homepage - Do you accept the mission?

 

Arrive location 1

 

The first challenge

 

Testing is hard but someone has to do it!