by Ben Claxton (@BenClaxton) at our 'Remote Research Tools' event in July 2015

1. Mobile research for innovation

2. nativeye is a mobile research
company that gets you closer
to the customer experience

3. WHY?

4. Source: Bain
THE EXPERIENCE GAP
Only 8% customers agree
80% of organisations think they have a
superior proposition

5. THE EXPERIENCE GAP
This costs companies an
estimated £260m in the
UK and $400m in the US
annually.
Source: Temkin

6. How it works – people use a smartphone
to post responses in the moment

7. Why is this a good thing?
- Research people in their natural environment
- Without the time and costs of traditional ethnography
- Closer to the moment of action / decision
- Works with other techniques

8. What can you use
it for?
h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel

9. What can you use
it for?
h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel
Mobile research
mainly sits here

10. Examples
h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel
Big picture

11. Sportsgirl Insiders

12. Drinking diaries

13. What is luxury?

14. Examples
h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel
Audience /
service strategy

15. Drivers of healthy purchases

16. Which banking channels, when & why

17. Car buying influences

18. Fan love & hate

19. Point of purchase, point of consumption

20. Examples
h#p://www.collec-velyemmaboulton.com/journal/2014/7/22/the-­‐research-­‐funnel
Feedback on
an existing
product

22. Mobile research takeaways
1. Mobile research is a cost-effective way of researching
people ‘in the moment’
2. Uncover hidden needs with ethnographic approach
or structure for specific feedback
3. Diary studies or multi-stage tasks are the main
methodologies

23. Thanks for listening
ben@nativeye.com
nativeye.com/mobile-diary-bootcamp