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www.aperioinsights.com Revealing Insights for Clear Decisions Innovation Panel Developing New Apps & Services A Researcher’s Perspective February 25, 2014
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Rolling Labs Connected Car Research Method - MWC Feb 2014

Aug 10, 2014

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Automotive

Mike Courtney

Rolling Labs connected car research presentation by Mike Courtney of Aperio Insights at Mobile World Congress 2014. Preso was given at the Mirrorlink conference.

This short presentation highlights the use of digital ethnography as an observation tool to understand consumer behavior in automobiles for the purposes of developing new connected car applications and services
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Page 1: Rolling Labs Connected Car Research Method - MWC Feb 2014

www.aperioinsights.com

Revealing Insights for Clear Decisions

Innovation PanelDeveloping New Apps & ServicesA Researcher’s PerspectiveFebruary 25, 2014

Page 2: Rolling Labs Connected Car Research Method - MWC Feb 2014

2 Revealing Insights for Clear Decisions

Mike Courtney — Researcher and Futurist

Masters degree in market research, published author and angel investor.

Data Analysis | Ethnography Ideation | End User RequirementsNew Product Validation | Roadmaps

Educated and trained in both traditional research and long range scenario planning.

Page 3: Rolling Labs Connected Car Research Method - MWC Feb 2014

3 Revealing Insights for Clear Decisions

Exciting Times…..

I forgot my wallet

!

I can pay !

Has he seen this movie ?

Not yet!

Page 4: Rolling Labs Connected Car Research Method - MWC Feb 2014

4 Revealing Insights for Clear Decisions

Now Playing…

The Dashboard MysteryRated LTE

I can’t tell, and that

scares me!What’s

going on in there?

Page 5: Rolling Labs Connected Car Research Method - MWC Feb 2014

5 Revealing Insights for Clear Decisions

ROLLING LABSCONNECTED CAR

RESEARCH

Page 6: Rolling Labs Connected Car Research Method - MWC Feb 2014

6 Revealing Insights for Clear Decisions

Changing Expectations

I love what this can do !

That looks cool !

Page 7: Rolling Labs Connected Car Research Method - MWC Feb 2014

7 Revealing Insights for Clear Decisions

Page 8: Rolling Labs Connected Car Research Method - MWC Feb 2014

8 Revealing Insights for Clear Decisions

Page 9: Rolling Labs Connected Car Research Method - MWC Feb 2014

9 Revealing Insights for Clear Decisions

Page 10: Rolling Labs Connected Car Research Method - MWC Feb 2014

10 Revealing Insights for Clear Decisions

Page 11: Rolling Labs Connected Car Research Method - MWC Feb 2014

11 Revealing Insights for Clear Decisions

What We’ve Learned

Hmmm… Interesting.So that’s how I get more traction !

Page 12: Rolling Labs Connected Car Research Method - MWC Feb 2014

12 Revealing Insights for Clear Decisions

The Challenge — Integrating Research + Product Development

Research

Product Development

Higher Quality

Solutions

Sketch

Present

Critique

Iterative Cycles

Page 13: Rolling Labs Connected Car Research Method - MWC Feb 2014

13 Revealing Insights for Clear Decisions

Unstated Needs Tell More of the Story

UNSTATED NEED — I want familiarity, ease of use, high quality, choice of apps, etc.

Source: http://www.phonesreview.co.uk/wp-content/phoneimages/2011/03/ipadcar.jpg

STATED NEED — Can you just build an iPad into my dashboard?

Page 14: Rolling Labs Connected Car Research Method - MWC Feb 2014

14 Revealing Insights for Clear Decisions

Low Fidelity is Useful

Source: architectradure.blogspot.com and www.lincah.com

Low Fidelity High Fidelity

Page 15: Rolling Labs Connected Car Research Method - MWC Feb 2014

15 Revealing Insights for Clear Decisions

Leverage Sensors & Machine Vision

Page 16: Rolling Labs Connected Car Research Method - MWC Feb 2014

16 Revealing Insights for Clear Decisions

Timeless Needs

Pothole Up Ahead Thanks !

Page 17: Rolling Labs Connected Car Research Method - MWC Feb 2014

17 Revealing Insights for Clear Decisions

Mike Courtneye: [email protected]: +1 469-363-0109www.aperioinsights.com

Developers, start your (app) engines —Ready, Set, Go!