Little Data That's Pretty Big - Reality Check

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

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Our conversations look different. Our analysis transforms.

Little Data That’s Pretty Big Storytelling Through Mobile Technologies

Big Data

Aggregated over time by algorithms

Little Data

Aggregated across moments in a person’s life

Little Data Human Moments Intuitive Inspiration Stories

The Narrative Mindset

Evaluative Mindset

Opinions Focused Subject

Critical

Narrative Mindset

Tell Stories Broad Subject Area

Open, Revealing

Tell us about your life in the context of our research task and we’ll figure out

HOW OUR BRAND CAN FIT YOU.

Little Data Mobile is uniquely in our lives and all about storytelling.

A Snacking Story

Narrative Mindset

Tell Stories Broad Subject Area

Open, Revealing

Take pictures of snacks in your life and tell us about

what you’re doing when you’re eating

them.

The business objective: Better understand the emotional triggers

and points pain around the healthy snacking experience.

Snacks as Security When people are asked

to take pictures of snacks wherever they

exist in their lives it tells a story…

We keep snacks close at all times… whether on

the road or in the bedroom.

Snacks play a role in providing SECURITY in

our lives.

Snacks as Security When people are asked

to go a day without snacking it tells a

story…

A day without snacks was a day of insecurity.

Snacks play a role in providing SECURITY in

our lives.

“THIS  DAY  TO  ME  WAS  LIKE  TAKING  

MILK  FROM  A  BABY!  I  don't  want  to  go  

overboard  and  say  it  was  like  taking  air  from  me,  because  I  didn't  die;  I  only  felt  as  though  I  was  being  tortured  all  day  long  and  I  was  extremely  depressed  too.”  

“I  panic  when  I  do  not  have  

access  to  food  or  snack.  The  

reassurance  of  having  something  there  whether  I  eat  it  or  not  is  comforPng.”  

A Snacking Story

Narrative (Mobile) Mindset Reveals Opportunities for:

Packaging Product Development

New Need States Positioning/Message

The desire for a healthy lifestyle

is… a quest to feel

more secure about yourself and life in

general.

A Retail Story

Narrative Mindset

Tell Stories Broad Subject Area

Open, Revealing

Take or upload pictures of how you feel without shopping at your favorite store for 3

weeks.

The business objective: Better understand the emotional

connection this store’s most loyal shoppers have to the store.

Retail Relationship

Lost, Lonely

Empty

Waaaaaah!

Bored

When people are asked to not go to a store for 3

weeks and then post pictures about how this feels it tells a story…

They saw this store as a

COMFORTING PARTNER in

their lives.

Retail Relationship When people

are asked to not go to a store for

3 weeks and post their feeling during this time it tells a story…

They saw this store as a

COMFORTING PARTNER in

their lives.

“I  don’t  like  being  held  back.  I  hate  not  knowing  what  merchandise  I  missed  out  on.  I  miss  the  feeling  I  get  when  I  buy  a  beauPful  shirt  or  dress  and  wear  it  for  the  first  Pme.  ”  

“I  feel  like  I’ve  lost  my  best  friend….  It’s  like  being  in  a  hot  air  balloon  with  no  direcPon.”  

A Retail Story

Narrative (Mobile) Mindset Reveals Opportunities for:

Store Experience Promotional Strategy Positioning/Message

What’s missing when I can’t go to a

store? An important

relationship with someone who

knows me. I feel understood

there in ways I don’t at any other store.

A Generational Trust Story

Narrative Mindset

Tell Stories Broad Subject Area

Open, Revealing

3 generations taking or uploading pictures of people, place and brands that embody trust

(and those that don’t).

The business objective: Better understand how Boomers, Gen X and Gen Y experience trust in their lives.

Generational Spaces

Gen Y

Trust Genuine Innocence

Gen X

Trust Lifestyle Identity

Baby Boomers

Trust Respected Deeds/Doers

A Generational Trust Story

Narrative (Mobile) Mindset Reveals Opportunities for:

Messaging Positioning Innovation

3 distinct trust cues emerge that are

somewhat distinct by generation. Innocence Lifestyle

Respect How your brand speaks may affect who is most

likely to trust it.

A step by step guide

Making Little Data Feel Big

Human Scale Be Narrative Be Visual Analyze. Analyze. Analyze.

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR

GOLD SPONSORS

WORKSHOP HOST

SILVER SPONSORS

PREMIERE SPONSOR

NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry