Mobile research for innovation

nativeye is a mobile research company that gets you closer to the customer experience

WHY?

Source: Bain  

THE EXPERIENCE GAP  

Only 8% customers agree

80% of organisations think they have a superior proposition

THE EXPERIENCE GAP  

This costs companies an estimated £260m in the UK and $400m in the US annually.

Source: Temkin  

How it works – people use a smartphone to post responses in the moment

Why is this a good thing?

-  Research people in their natural environment

-  Without the time and costs of traditional ethnography

-  Closer to the moment of action / decision

-  Works with other techniques

What can you use it for?

h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel  

What can you use it for?

h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel  

Mobile research mainly sits here

Examples

h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel  

Big picture

Sportsgirl Insiders

Drinking diaries

What is luxury?

Examples

h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel  

Audience / service strategy

Drivers of healthy purchases

Which banking channels, when & why

Car buying influences

Fan love & hate

Point of purchase, point of consumption

Examples

h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel  

Feedback on an existing product

Mobile research takeaways

1.  Mobile research is a cost-effective way of researching

people ‘in the moment’

2.  Uncover hidden needs with ethnographic approach

or structure for specific feedback

3.  Diary studies or multi-stage tasks are the main

methodologies

Thanks for listening ben@nativeye.com nativeye.com/mobile-diary-bootcamp