Mobile communication is becoming increasingly visual – think Instagram, Snapchat, YouTube; the use of filters, emojis and storylines is also on the up. Is research adapting quickly enough to this Social Media-inspired, visual-first approach? We conducted a word-deprivation study where we encouraged participants to use filters, hashtags, emojis and zero words to understand how a traditional mobile ethnography approach could not only include modern social-media inspired communication but truly benefit from it and deliver richer results.

1. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Adop%ng #Mobile Research to
Social Media language
Edward Appleton & Anton Kozka
Happy Thinking People

2. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Bla Bla Bla Bla-Bla-Bla!
No Way! Bla-Bla-
Blaaaa!
HAHAHA!
Bla!
A new age of
communica%on

3. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
ADempt No. 1:
Lost for Words?

4. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
ADempt No. 2:
Lost for Memes?

5. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Emo%ons
everywhere!

6. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
They key to augmented pictures:
Social Media Language

7. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
What does it mean
for market research?

8. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Why don’t you show
me how you feel…

9. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
On scale from 1 to 10,
how much did you…

10. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Fluency in Social Media
Language is required

11. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Be encouraging and
show yourself!

12. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Augmented pictures as an
add-on, not a stand alone

13. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Ready? Let’s do
this!

14. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Thank You!
ANTON KOZKA
anton.kozka@happythinkingpeople.com
EDWARD APPLETON
edward.appleton@happythinkingpeople.com

15. Adop%ng #mobile research to Social Media language
Edward Appleton & Anton Kozka, Happy Thinking People
Maximizing
Mobile
Q & A
Edward Appleton & Anton Kozka
Happy Thinking People
Ray Poynter
The Future Place