By spending time establishing rapport, giving participants the confidence to speak about issues that are top of mind and allowing the conversation to flow rather than moving on to the next scheduled task on the discussion guide, it is possible to uncover a whole host of issues that would have been buried by asking a rational question like ‘what’s important to you’.
With smartphone penetration growing at a rate that will see one in two Australians owning a smartphone in the coming few years (if not sooner), the research industry has rightly seen the potential of having a constant internet connection in your pocket. Why not compete for people’s down time by conducting research instead of posting that picture of breakfast to Instagram?
Burberry’s new store reflects a significant shift in customer expectations – online stores have raised the bar in terms of the opportunities for rich content delivery, customised shopping and a high level of convenience. Shoppers are now increasingly extending these expectations to the physical store environment as well.
Gamification is surfacing in all corners of life from education and training to physiotherapy, improving your health with health monitor, communicating a social cause, soliciting friends for moral support with nike+ and even driving the new Ford Focus. Market research is one of the more obvious and advantageous applications.
The bottom line however, is that it shouldn’t be about the technology that is or is not used to communicate to consumers or clients. It’s about recognising and embracing that as human beings, we use a lot of different ways to communicate with each other.
Humans are very skilled at recognising facial expressions; we do it subconsciously in every interaction we have. At the same time, we send out our own signals to others – whether intentional or involuntary. It is the involuntary expressions that may be of most interest to the market research industry.