aj johnson 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

Mobile Research: Beyond Surveys AJ Johnson, BrainJuicer

2


Speaker AJ Johnson, BrainJuicer, UK NewMR Mobile Event, 22 Feb 2012, Session 2

Speaker: AJ Johnson, BrainJuicer, UK NewMR Mobile Event, 22 Feb 2012, Session 2

Jan 11 3

This presenta*on will avoid the word ‘Survey’

And avoid the use of the term ‘Mobile Phone’


Jan 11 4

Which of these mobile devices are capable of research?


Jan 11 5


Jan 11 6

Human behaviour driven by two decision-‐making Systems, 1 & 2 …

Slow Explicit

Analy*cal EfforSul Cogni*ve

Proposi*onal Conscious

System 2

Fast Implicit

Experien*al Ins*nc*ve Emo*onal Metaphoric Unconscious

System 1

“We are not thinking machines that feel;

we are feeling machines that think”

Antonio Damasio


Jan 11 7 Jan 11 7

BUT…. Human behaviour is a complicated business…….

Individual Factors Social Factors

Environment (Physical & Choice Environments)


Jan 11 8

“Since the majority of money spent on market research is spent on de-‐contextualised market research – which is essen*ally asking people to make a theore*cal decision – how much predic*ve value does this really have?”

Rory Sutherland, Ogilvy Vice Chairman & Former IPA President


Jan 11 9

So rather than thinking of it as ‘Mobile Research’

‘Contextualised Research’ where the mobile device is the

ideal tool

We see it as


Jan 11 10

The Peak End Rule

‘Humans have a tendency to evaluate experiences by how they end’

Daniel Kahneman and Donald Redelmeier


Jan 11 11

Why ‘Hot States’ are important to understand

The Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making, Ariely & Lowenstein, 2006


Jan 11 12

The Effects of Hot States

Non-Aroused Aroused % Saying ‘Yes’ Are women’s shoes erotic? 42% 65% Can you imagine having sex with a 50 year old woman? 28% 55% Is a woman sexy when she’s sweating? 56% 72% Is just a kiss frustrating? 41% 69%

The Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making, Ariely & Lowenstein, 2006


Jan 11 13

8 8

26

3742

31

47

40

27

34

89 105

10

2919

3830

25

32

Total

Excite

d

Not ex

cited Hot

Cold

Just

Right

Ill /unwell

% Def/Prob buy% Probably would buy% Definitely would buy

Average Monadic Purchase Intent for Ambient Food Concepts

Context changes the way we feel, think and behave

* *

Significance shown at 95% level


Jan 11 14

Understanding the emo*onal shopper


Jan 11 15

Measuring the impact of emo*on and psycho-‐physiological states during the shopping experience


Jan 11 16

Knowledge of how emo*on & visceral state influence purchasing will lead to behavioural ‘interven*ons’ that might be trialled

Understanding & diagnosing behaviour

Emo*on, Visceral, Context

Purchase data In store behaviour

1. Do hungry people buy more? 2. Do excited shoppers/those in rush buy on deal less? 3. Does feeling warm increase the purchase of cold soM drinks? 4. Does anxiety lead to less 1me spent in store?

Interven*ons ac*ng on our understanding

1. Place hot deli counter near entrance to waM temp1ng aromas 2. Generate excitement near fixture to reduce effec1veness of (compe1tor) promo1ons

4. Play calming music to encourage increased 1me in store 3. Adjust air-‐condi1oning around the drinks aisles


Jan 11 17

Measuring experiences using mobile


Jan 11 18

Gaining emo*onal response and discussion around live adver*sing


Jan 11 19

Line Event Monitoring Pilot: 2nd Half

Visceral States

All this for a KIA?

is commercial Ame aBer halBime 1/2 priced? These commercials

blow.

We won! Woohoo!

Pats are in the zone

I'm sooooo bored by game and ads. Sigh Go Giants!!!!

EndZone

Buffalo wings, pizza, lots of cookies !! Chilli... OMG I can’t eat

anymore !

Wow. Great catch. I think my chances are lower

now. Not great end for the Pats.

I wasn't very impressed by the

Honda ad

I liked it. Couldn't believe they brought back the valet guy.

Wow. Great ending. Great game. Great

app!

Hunger gone, thirst back Anxiety up

3rd Quarter 4th Quarter

Comments Key Giants fans Pats fans


Jan 11 20

Evalua*ng new channels of communica*on

Maintaining the ‘Hot State’ through the experience to the research evalua*on


Jan 11 21

Unreliable witnesses…


Jan 11 22

Meet Our Detec*ves

Team Marple The case for Individual Factors

Team Poirot

The case for Social Factors

Team Columbo

The case for Choice Environment

Team Holmes The case for Local Environment

Mass Ethnography – Observing the behaviour of others


Jan 11 23

Mass Ethnography – Observing the behaviour of others


Jan 11 24

And homes can talk: Introducing BrainJuicer’s Talking home

Monitoring energy

Sleep monitoring

Video diaries and camera observa*ons

Measuring connected technology

Monitoring appliance usage

Capturing emo*on

Personal measurement


Jan 11 25

Measuring interven*on

Week 1 Week 2 Week 3 Week 4

State of the art designer bin delivered to house

No interven*on No interven*on Pro-‐recycling mail sent to home


Jan 11 26

What to take away from all this

S To maximise the success of research using mobile devices –  Play to its strengths and embrace the opportuni1es it brings –  Frame research design with an understanding of human behaviour

S We need to be be\er at contextualising research. Mobile is a great tool for doing this

S Mobile technology will con1nue to rapidly develop. We have only seen the beginning of the research poten1al

S And please don’t just think surveys when you hear the term mobile research


Q & A

Jan 11 27

Ray Poynter Vision Critical

AJ Johnson BrainJuicer

28

Thank you Contact [email protected]

Speaker AJ Johnson, BrainJuicer, UK This line to be edited by NewMR

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


aj johnson mobile - 2012

Marketing

brainjuicer speaker

uk newmr mobile event

jan11 7jan11

effect of sexual arousal

sexual decision making

beyondsurveys ajjohnson

ariely lowenstein

year old woman