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 eth...
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 researc...
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 hi...
Thanks for listening
ben@nativeye.com
nativeye.com/mobile-diary-bootcamp
Nativeye: Mobile research for innovation
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Nativeye: Mobile research for innovation

by Ben Claxton (@BenClaxton) at our 'Remote Research Tools' event in July 2015
Published on: Mar 3, 2016
Published in: Technology      
Source: www.slideshare.net


Transcripts - Nativeye: Mobile research for innovation

  • 1. Mobile research for innovation
  • 2. nativeye is a mobile research company that gets you closer to the customer experience
  • 3. WHY?
  • 4. Source: Bain   THE EXPERIENCE GAP   Only 8% customers agree 80% of organisations think they have a superior proposition
  • 5. THE EXPERIENCE GAP   This costs companies an estimated £260m in the UK and $400m in the US annually. Source: Temkin
  • 6. How it works – people use a smartphone to post responses in the moment
  • 7. 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
  • 8. What can you use it for? h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel
  • 9. What can you use it for? h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel   Mobile research mainly sits here
  • 10. Examples h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel   Big picture
  • 11. Sportsgirl Insiders
  • 12. Drinking diaries
  • 13. What is luxury?
  • 14. Examples h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel   Audience / service strategy
  • 15. Drivers of healthy purchases
  • 16. Which banking channels, when & why
  • 17. Car buying influences
  • 18. Fan love & hate
  • 19. Point of purchase, point of consumption
  • 20. Examples h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel   Feedback on an existing product
  • 21. 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
  • 22. Thanks for listening ben@nativeye.com nativeye.com/mobile-diary-bootcamp

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