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Materials are via Andrew Campbell, Director of User Research, Mutual Mobile for presentation at South by Southwest (SXSW) Interactive Festival 2014. The smartphone has changed every element of research over the past few years – from the way consumers want to respond to inquiries (some 40% of research surveys are opened and completed on a mobile device) to the tools available to collect data and feedback to form research. However, it is the passive data that is being collected from the smartphone that is causing the most confusion, and frankly blurred legal lines, when it comes to the altered landscape of research. Is that data fair game? Or does the consumer own it? If mining passive data results in a better user experience, does it matter? Does the good outweigh the questionable?
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How Mobile Is Changing The Research Universe
February 2002. It’s 4 degrees outside...
Three, Tres, Trois
1. What’s the new definition of research?
2. What are the boundaries?
3. What does the future hold?
A brief history of market research
1820’s - Street Interviews
1900’s - Advertising Industry
2 big trends
1:1
1:Many
2 big trends
Moment of truth
A changing definition of research
behavior
Research is now a three-legged stool
Traditional market research
http://www.esomar.org/uploads/industry/reports/global-market-research-2012/ESOMAR-GMR-2012_Preview.pdf
$35.5b industry
Flat growth
Analytics: $35b and growing
http://www.idc.com/getdoc.jsp?containerId=prUS24194613
Online to baseball
Search Analysis
Making sense of app store reviews
otter.mutualmobile.com
$17b
$90b
http://wikibon.org/blog/wp-content/uploads/2012/05/big-data-infographic.html
Online privacy, security #1 issue
(Lack of) privacy is talked about everywhere
Does Fine Print
Explicit Consent?
=
Three big predictions
1. Quick-turn quant to replace bulky surveys
2. (Mobile) ethnography will increase in use/importance
3. Focus groups go the way of the Dodo
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