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Main Stage, November 3, 2011
Welcome to Smartphone Ethnography Ross McLean, Egg Strategy
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
FESTIVAL OF NEW MR
WELCOME TO SMARTPHONE ETHNOGRAPHY
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHY THE TIME IS RIGHT FOR
SMARTPHONE ETHNOGRAPHY
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
SMARTPHONES ARE
EVERYWHERE
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
APPROACHING 50% PENETRATION
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
LEAPFROGGING THE LAPTOP
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
NEAR-CONTINUOUS PRESENCE
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
OUR MOST
PERSONAL DEVICE
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
75% 69% 41%*
*Stanford University of iPhone users in TechNewsDaily 2010
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
8 Megapixel Camera
GPS Locator
3.5mm Headphone Jack
Dictaphone
Telephone
Pocketwatch
Near Field Communication (NFC) Chip for Payments
Maps and Turn-by-turn Navigation
MicroSD 16GB Removable Storage
GSM/CDMA Global Antenna
Gyroscope Motion Sensor
1080p HD Video Camera
POWERFUL
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
INTUITIVE FOR SELF-EXPRESSSION
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
PERFECT PORTALS INTO OUR WORLDS
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
THE SMARTPHONE IS DRIVING
AMAZING INNOVATION IN
CONSUMER RESEARCH
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES
SMARTPHONE AS MOBILE
QUANT DEVICE
SMARTPHONE AS
ETHNO TOOL
SMARTPHONE AS PARTICIPATIPATORY
SURVEY DEVICE
ADJUNCT TO ONLINE QUAL
SYSTEMS
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHAT’S BEING DONE WITH
SMARTPHONE ETHNOGRAPHY?
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
HOW DOES IT WORK?
When we send a question/task,
they receive a notification. They click open the app They reply
and submit
Recruit a sample of our audience and screen for smartphones!!Participants screened, invited to download, tech checked, “tutorialed,” rescreened…!!Good interface designs mimic how people naturally use their smartphones
They see the question
and click to reply in the medium we ask
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
POPPING UP “IN THE MOMENT” TO CAPTURE PEOPLES’ EXPERIENCES
• Time triggers
• Activity triggers • During or just after experiences • Almost any place
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
TEXT MULTIPLE CHOICE AUDIO PHOTO VIDEO TASKS REACT GEOLOCATE
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHAT HAPPENS IN THE MOMENT MATTERS MOST
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHY ARE YOU REALLY DRINKING WHAT YOU’RE DRINKING?
Send us a picture of the next drink you
order.
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
OBSERVE “INVISIBLE” CULTURE
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
DRINKING CULTURE
So, what does a pre-bar hangout look like for you
guys? Take us a video. Just show us around the
room & let it roll.
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
THE PHONE DOES NOT JUDGE THEY TALK AS IF NO ONE IS LISTENING
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
GEN-Y GERM STUDY
We just blew our nose in a newspaper. What’s the nastiest, germiest thing
you’ve done so far today?
I picked my nose,
then ate my lunch
without washing my
hands.
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
GEN-Y GERM STUDY
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHAT DOES THE FUTURE LOOK LIKE FOR SMARTPHONE
ETHNOGRAPHY?
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
LEARNING CURVE
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
GEOLOCATION?
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHY IS BETTER? FACE TO FACE, OR
THROUGH THE SMARTPHONE?
YES.
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
Q & A
Ross McLean Egg Strategy
Andrew Jeavons Survey Analytics
Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
Ross McLean, Director [email protected] 312.572.6230
Main Stage, November 3, 2011
Welcome to Smartphone Ethnography Ross McLean, Egg Strategy
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
