Side Smirk is a market research firm based in NYC that uses new technologies like Google Glass to capture unique consumer insights. They conduct a variety of qualitative and quantitative research methods both online and offline, including interviews, focus groups, and usability testing. Using Glass, they are able to gain a first-hand perspective on consumer behaviors, such as by having participants wear Glass to record their in-store shopping experiences. This provides insights into what draws consumer attention, influences purchases, and causes frustrations. Side Smirk also develops proprietary Glassware to enhance moderator tools and track consumer emotions and behaviors.

1. We’ll let you in on a few secrets and you’ll be smirking too.

2. What We Do
We focus on engaging consumer passion and behavior.
RESEARCH EVENTS

3. We are a boutique market research and strategy firm based in NYC with over 32
(combined) years of experience across industries, products, services, brands and
methodologies.
We capture unique insights using new technology.
About Side Smirk

4. Google Glass for
Research
Mobile Research
Market Research Live
Hybrid
In-depth Interviews
(online & offline)
Focus Groups
(online & offline)
24 Hour
Quantitative
Usability (online,
remote, in-room)
SocialMediaRecruitment
CAPABILITIES

5. Highlighting the following research methodology:
for research

6. Record Video
Sharing
Take Pictures
Live Streaming
Navigation
Translate
Glassware
Integration
Call/Text/Email
In development: pupil/eye-tracking, emotion tracking, moderator tools via proprietary
Side Smirk Glassware
GLASS FOR RESEARCH
Using Google Glass for Unique Consumer Insights

7. These functionalities help you truly understand…
CONSUMER
PASSION
CONSUMER
BEHAVIOR

8. SAMPLE METHODOLOGY
Using Google Glass for shopper insights:
• Stage I: Google Glass in-store shopping experiences.
• Participants wear Glass throughout their normal shopping
• They would be instructed to behave as they normally would
• Participants may or may not be provided with tasks
• Glass is recording the experience
• Capabilities to stream live real-time video to phone/tablet/computer

9. SAMPLE METHODOLOGY
• Stage II: Immediate post interview with the moderator (wearing
Google Glass)
• General shopping experience (purchases, engagement, frustrations, etc.)
• Employee interaction
• Purchase decision influencers
• Information/signage/displays (look/feel of store)
• Stage III: Follow-up survey one week post field
• After reviewing Glass video footage

10. CASE STUDY
proprietary & confidential

11. PROJECT OVERVIEW
& OBJECTIVES
The primary objective of this project was to test the in-store
shopping experience of GNC customers, specifically their use of
information, displays and signage.
WHAT SHOPPERS NOTICE &
WHERE THEY GO FIRST
HOW THEY INTERACT WITH
PRODUCTS, SHELVES &
DISPLAYS
EMPLOYEE ENGAGEMENT
WHAT INFORMATION IS
IMPORTANT & DRAWS
ATTENTION/ENGAGEMENT
POINTS OF FRUSTRATION &
BARRIERS TO PURCHASE
WHAT INFLUENCES
PURCHASE
proprietary & confidential

12. WHAT
CUSTOMERS
NOTICED
FIRST
proprietary & confidential

13. INSIGHTS
proprietary & confidential

14. INSIGHT EXAMPLE
Standalone shelves in the
middle of the store are
intrusive, in a good way.
proprietary & confidential

15. INSIGHT EXAMPLE
Customers are using
product packaging
instead of store signage
for specific product
information.
proprietary & confidential

16. A MOM,
IN THE
GROCERY STORE

17. GAUGE
CONSUMER
PASSION

18. TRULY
UNDERSTANDING
CONSUMER
BEHAVIOR

19. OTHER WAYS TO USE
GLASS FOR RESEARCH
Shopper insights
Usability
• Website, game, mobile phone and app testing
• Any user interface/product
Concept, advertisement, product testing
Ethnographies
• See how your customer interacts with your product at home or on-
the-go
Peer-to-Peer and Moderator Interviews

20. www.sidesmirk.com
www.glassforresearch.com
research@sidesmirk.com
We’ll let you in on a few secrets and you’ll be smirking too.