JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW .NET The original, premier event for the Mobile Marketing Research Industry
Little Data That's Pretty Big - Reality Check
Aug 20, 2015
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JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR
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
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