1. 1. www.aperioinsights.com Revealing Insights for Clear Decisions Insight Innovation Exchange Digital Ethnography June 2014
2. 2. 1 Revealing Insights for Clear Decisions Lets Talk About That
3. 3. 2 Revealing Insights for Clear Decisions Now Playing The Dashboard Mystery Rated LTE I cant tell, and that scares me! Whats going on in there?
4. 4. 3 Revealing Insights for Clear Decisions ROLLING LABS CONNECTED CAR RESEARCH
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6. 6. 5 Revealing Insights for Clear Decisions What Weve Learned Hmmm Interesting. So thats how I get more traction !
7. 7. 6 Revealing Insights for Clear Decisions Changing Expectations I love what this can do ! That looks cool !
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13. 13. 12 Revealing Insights for Clear Decisions Leverage Sensors & Machine Vision
14. 14. 13 Revealing Insights for Clear Decisions 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?
15. 15. 14 Revealing Insights for Clear Decisions Digital Ethnography Super Human Capabilities Arent we already doing everything humanly possible? Digital ethnography improves whats humanly possible researchers that are better, faster and more detailed.
16. 16. 15 Revealing Insights for Clear Decisions Digital Ethnography is Research Innovation Digital Improves Whats Humanly Possible Sensors can collect far more details than a human. Machine vision can distill video into relevant clips. Technology Adds Context Capture more data details before, during and after activity. Allows researcher to focus on interpreting consumer behavior and identifying unmet needs. Useful In Environments Where Human Researcher Would Be In The Way Retail, home, work, etc. Big thought.