Using mobile technologies to understand consumer needs

Presentation by Jennifer Furia, Secret CMK Associate Manager of Proctor & Gamble, and Julie Wittes Schlack, SVP Innovation of Communispace.

Proctor & Gamble and Communispace Corporation have conducted a range of mobile-enabled research projects in conjunction with activities conducted within P&G’s private online communities of women representing different target markets. In this session, Jen Furia and Julie Wittes Schlack will share examples of mobile projects that have yielded powerful insights. You’ll leave this session with an understanding of:
 

• When to use mobile survey vs. mobile ethnography tools
• How to design effective mobile-based research projects
• How to promote the trust and participation levels necessary for effective mobile re-search
• How to resolve the paradox of asking consumers to simultaneously be in the moment and yet be mindful enough to capture it
• The trade-offs associated with mobile vs. online research
• How to optimize your use of each

 

This content was provided by Communispace. Visit their website at www.communispace.com.