Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumers John Williamson - Chief Executive Officer – QualVu Discussing how mobile video data can be quickly transformed into actionable intelligence. How mobile video dissolves the barriers of time, place, interpretation, memory, imprecise description and planned situations. Results from actual studies on how mobile video research is turning consumers into invaluable brand advisors.

1. A VIRTUAL FOCUS GROUP IN THE
POCKETS OF MILLIONS OF CONSUMERS
John Williamson
CEO & Founder, Qualvu
Web: www.qualvu.com
Twitter: @johnmwilliamson

2. THREE THINGS YOU WILL
LEARN TODAY

3. STATUS QUO

5. THE GOOD NEWS?
YOU DON’T HAVE
TO SETTLE

6. NEW WAYS TO GET
CLOSER TO THE TRUTH

7. INNOVATION FOR
INNOVATION’S SAKE?
PLEASE, NO!

8. THE PROMISE:
BETTER INTELLIGENCE.
BETTER DECISIONS.

9. FIRST, CAME THE INTERNET
 took away the social pressures
eliminated the logistical complexity
 allowed consumers to share openly

10. THEN, MOBILE…
… with
a bigger
promise

11. BUT WE OBSESSED WITH
THE TECHNOLOGY
AND MISSED THE POINT

12. BECAUSE INNOVATION
IS ABOUT CREATING VALUE
IT’S ABOUT
GETTING CLOSER
TO THE TRUTH

13. HOW TO GET CLOSER
TO THE TRUTH
CONVENIENCE
MORE CANDOR
relaxed, stress-free conditions
IN-THE-MOMENT
MOMENTS OF TRUTH
event-driven feedback
SETTING
INSIGHTS ANYWHERE
anywhere relevant
PRIVACY
BETTER VALUE
In-depth, consumer and
event-driven “one on one‟s”

14. How?
MOBILE RESEARCH…

15. … or rather, simply asking consumers for
permission to observe their lives as they happen…
…. and engaging them to share
at the point of experience.

16. FOLLOW THE
NATURAL PATTERNS OF
CONSUMERS LIVES

17. DISRUPTION
HOW DO WE GET
THERE?

18. THE RIGHT METHODOLOGY
FLEXIBLE
to follow the natural patterns
of consumers‟ lives
ASYNCHRONOUS
to allow consumers to capture
moments as they happen

19. THE RIGHT TECHNOLOGY
MULTI-METHOD
to allow consumer to chose
how to share
RICH MEDIA
to allow consumers to share
what‟s relevant when relevant

20. A 360 VIEW OF THE SHOPPER JOURNEY:
CASE STUDY
Store Product
Product Accessory
SHOPPERS TRIGGER SHOP CHOOSE BUY REFLECT
Web Store Web Store Web

21. STUDYING THE STUDENTS
OBJECTIVE
Hewlett-Packard wanted a better understanding of the decision-making process
students use when buying a computer and printer for college.
METHODOLOGY
This study utilized Videodiary and pocketcams to explore attitudinal and
behavioral insights. Qualvu also collected usability and UX research, through
screen tracking and recording of associated narrated audio.
STRATEGY
 We asked students to show us how they shopped for that ideal PC or
printer. Wherever they wanted to go, they could. We asked them to show
us what they did to find that ideal PC or printer for as long as they wanted
in a completely exploratory exercise
 We harvested responses in the most natural and forthcoming way possible,
we gave students a variety of tools (webcam, pocket cam and screen-
tracking) and told them they could choose they tools they wanted
depending on their environment.

22. VISION
HOW DO WE MAKE
THE DATA MORE
RELEVANT?

23. THE FUTURE
 New levels of consumer-driven
access
 Geolocation
 QR codes
 Breaks boundaries of „the
project‟
 Rated panels
 Data sharing & mining

24. FINAL
THOUGHTS

25. THANK YOU!

27. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
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