Market led development of digital media based on qualitative research

Market led development of digital media based on qualitative research

Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone

Thomas Troch Research Innovation Manager, InSites Consulting

Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone

Business

Technology

12 years experience in FMCG,

4 years in technology

Empathy in problem solving

Vodafone

Technology led global organisation

People

Thomas Troch Research Innovation Manager, InSites Consulting

Background in product/service design

Passion for understanding people

InSites Consulting

Strong belief in the empowered consumer

Creativity

Business

Technology

People

Innovation at the intersection

How to bring quality in

a world where speed

and simplicity in

development are king?

Creativity

LET’S

TALK

TECHNOLOGY

Challenging the status quo

Tech

Product

Technical challenges with

high complexity

Challenging the status quo

Tech

Product

Dedicated teams to keep

track of fast evolutions

Challenging the status quo

Tech

Product

Dedicated methods to

solve specific issues

Launch 10 new

internet services

in FY2012

Drive loyalty

Gain buy-in from

21 markets

Challenging the status quo

LET’S

TALK

PEOPLE

Marshall

McLuhan

We shape our tools and

afterwards our tools

shape us.

Consumer needs and expectations

towards digital content

are changing at lightning speed.

Customer participation in digital media innovation

Start from a relevant

consumer insight.

Parents have a need to protect their

children from unsafe mobile use.

1.

Customer participation in digital media innovation

Lean development,

releasing well-working

prototypes from the lab

as soon as possible.

2.

Customer participation in digital media innovation

Capture real life service

experience over time &

co-create development

roadmap.

Helping families to teach their children

how to responsibly use their mobile and

the internet.

3.

THE

MOMENT

OF TRUTH

Need for a holistic &

integrated approach,

matching real life

behaviour of service

usage over time.

GET THE

MOST OUT

OF IT

The robust qualitative

approach, adding

numbers and structure,

was able to engage

internal stakeholders

across different functions.

Numbers

Target group of

smartphone adopters

Digitalized users

who are highly

involved and can

push expectations

Profile

Discovery Understanding Evaluation Trial Adoption Repeat

Time E

mo

tio

n

+

-

Capturing ‘in-the-moment’ thoughts and actions through

task-based activities on the mobile community app.

High consumer engagement is leading to surprising

formats of feedback; this is an example of an infographic

generated by a consumer without prompting.

SO

WHAT?

Significant impact on development

Guiding

Go / No Go decisions. 1.

Significant impact on development

Guiding

Go / No Go decisions. 1. Optimized services

are surpassing targets. 2.

Significant impact on development

Guiding

Go / No Go decisions. 1. Optimized services

are surpassing targets. 2. Buy-in with local markets,

facilitating interdisciplinary team work. 3.

“The user trials we performed with Tom has been the

most powerful tool to ensure that we stay in touch

with the customer. It provides the ultimate truth, an

irrefutable source of information, representing facts

rather than opinions and arguments – the end of all

discussions. But user trials can help also in many other

ways – better than any training to make your teams

understand what customer focus is really about and a

powerful tool to show management that their view

might not be their customer’s view, especially in these

days where every CEO wants to be like Steve Jobs.”

Enrique Marti del Olmo, Head of Communications @ Vodafone

"The feedback we received both quantitative and

qualitative directly influenced the products changing

the priority of existing items on the roadmap and

adding new ones. Other feedback channels like

Customer Service or Apps stores give an indication

of what to change or enhance, however, to really

understand how the customer uses the product you

need to run an FUT."

Phil Grange, Senior Product Manager @ Vodafone Group

Significant impact on development

Guiding

Go / No Go decisions. 1. Optimized services

are surpassing targets. 2.

3. Engaging in longer term relationship

with customers who want to collaborate. 4.

Buy-in with local markets,

facilitating interdisciplinary team work.

Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone

Thomas Troch Research Innovation Manager, InSites Consulting

@thomastroch

http://www.linkedin.com/in/thomastroch

http://www.linkedin.com/pub/tom-armstrong/1/657/806