Ross mc lean main stage - 2011

Main  Stage,  November  3,  2011  

Welcome to Smartphone Ethnography Ross McLean, Egg Strategy

A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –  November  3,  2011  

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

FESTIVAL OF NEW MR

WELCOME TO SMARTPHONE ETHNOGRAPHY

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

WHY THE TIME IS RIGHT FOR

SMARTPHONE ETHNOGRAPHY

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

SMARTPHONES ARE

EVERYWHERE

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

APPROACHING 50% PENETRATION

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

LEAPFROGGING THE LAPTOP

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

NEAR-CONTINUOUS PRESENCE

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

OUR MOST

PERSONAL DEVICE

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

75% 69% 41%*

*Stanford University of iPhone users in TechNewsDaily 2010

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

8 Megapixel Camera

GPS Locator

3.5mm Headphone Jack

Dictaphone

Telephone

Pocketwatch

Near Field Communication (NFC) Chip for Payments

Maps and Turn-by-turn Navigation

MicroSD 16GB Removable Storage

GSM/CDMA Global Antenna

Gyroscope Motion Sensor

1080p HD Video Camera

POWERFUL

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

INTUITIVE FOR SELF-EXPRESSSION

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

PERFECT PORTALS INTO OUR WORLDS

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

THE SMARTPHONE IS DRIVING

AMAZING INNOVATION IN

CONSUMER RESEARCH

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES

SMARTPHONE AS MOBILE

QUANT DEVICE

SMARTPHONE AS

ETHNO TOOL

SMARTPHONE AS PARTICIPATIPATORY

SURVEY DEVICE

ADJUNCT TO ONLINE QUAL

SYSTEMS

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

WHAT’S BEING DONE WITH

SMARTPHONE ETHNOGRAPHY?

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

HOW DOES IT WORK?

When we send a question/task,

they receive a notification. They click open the app They reply

and submit

Recruit a sample of our audience and screen for smartphones!!Participants screened, invited to download, tech checked, “tutorialed,” rescreened…!!Good interface designs mimic how people naturally use their smartphones

They see the question

and click to reply in the medium we ask

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

POPPING UP “IN THE MOMENT” TO CAPTURE PEOPLES’ EXPERIENCES

•  Time triggers

•  Activity triggers •  During or just after experiences •  Almost any place

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

TEXT MULTIPLE CHOICE AUDIO PHOTO VIDEO TASKS REACT GEOLOCATE

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

WHAT HAPPENS IN THE MOMENT MATTERS MOST

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

WHY ARE YOU REALLY DRINKING WHAT YOU’RE DRINKING?

Send us a picture of the next drink you

order.

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

OBSERVE “INVISIBLE” CULTURE

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

DRINKING CULTURE

So, what does a pre-bar hangout look like for you

guys? Take us a video. Just show us around the

room & let it roll.

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

THE PHONE DOES NOT JUDGE THEY TALK AS IF NO ONE IS LISTENING

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

GEN-Y GERM STUDY

We just blew our nose in a newspaper. What’s the nastiest, germiest thing

you’ve done so far today?

I picked my nose,

then ate my lunch

without washing my

hands.

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

GEN-Y GERM STUDY

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

WHAT DOES THE FUTURE LOOK LIKE FOR SMARTPHONE

ETHNOGRAPHY?

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

LEARNING CURVE

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

GEOLOCATION?

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

WHY IS BETTER? FACE TO FACE, OR

THROUGH THE SMARTPHONE?

YES.

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

Q  &  A  

Ross McLean Egg Strategy

Andrew Jeavons Survey Analytics

Ross McLean, Egg Strategy, US Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)

Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)

Ross McLean, Director [email protected] 312.572.6230

Main  Stage,  November  3,  2011  

Welcome to Smartphone Ethnography Ross McLean, Egg Strategy

A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –  November  3,  2011