Pop out communities 21 3_14

The golden rules of app design by Apple & Google

The golden rules of app design by Apple & Google

A mum’s life – pain vs. pleasure confessionals

In confidence – feeling good and feeling bad

Duty Free – insight into duty free shopping completely

disguised through travel journal approach so duty free

thoughts, feelings and behaviour emerged naturally

So it doesn’t feel like research

Car buying – a week in the decision making

process among people at different stages with

surveys, video records and photo encounters –

getting closer to and further from the

decision

Decorating – a month in the decision process

among people at different stages with

surveys, video records and photo encounters –

interlocking online and offline, seeing them

stagnate or progress

Acknowledge life is not linear; don’t pre-suppose the way

people make decisions

Quantitative (N=lots) with media – the

power of video/photo to support a

robust piece of evidence can make the

difference

Qualitative (n=little), recording

lots of “moments” across a week

provides a quantitative both lens in

which to understand a topic

Tracking below the line media

Using mobile to record experiences

as they go about their lives:

ideal for outdoor, ambient or POS

that usually gets lost via

traditional at home methodologies

Mobile makes your online/offline research better,

not obsolete

Real world reflections

After workshops/groups, let people

go back to their lives, talk to

their friends/family, think about

things and keep the dialogue going

Behaviourally driven

conversations

Use mobile to capture the moment.

Use depths/groups to explore the

real behaviour not the false

recollection of it

www.crowdlab.com

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