Work life balance. I’m sure we’ve all heard the term. But how many of us are actually achieving it? And importantly, are employers helping?

I work in market research and have done for a long time. I had my first child 6 years ago, well into my career. After a year off I was keen to come back to work, but still wanted to be heavily involved in parenting. A classic dilemma. How do you do both?

And how many talented people have been lost because they weren’t able to do both?

In an industry with an arguably larger than average proportion of women, I had to fight tooth and nail with my then employer to be able to even TRY coming back to work part time. Interestingly, said employer was also a mother of two. Since then I have worked successfully on a part time basis, but it was always up to me to make that work. I had to fit my life around work, with little or no give the other way.

Until now! I have played, shopped and socialized in an online space for years. But now I also work in an online space. I have discovered that this not only offers consumers the flexibility to participate when it suits them and slots in easily with their online lives, but it does the same for me.

I can do my work during the day, at night, on the weekends, at home if my child is sick, etc. At first glance this may look like work is taking over my life and that I’m working 24 hours a day. Not at all. Instead, work and life are happily co-existing.

About time too.

Approaching the Federal election, there’s no doubt that the two biggest brands at the moment are the Australian Labor and Liberal Parties.
Examining the online presence surrounding the election, here are some key outtakes about how social media can be used to encourage consumers to act…

Getting people inspired

A couple of weeks ago, GetUP– an independent campaigning group launched an anti-Liberal video online (titled Tony Abbott’s Archaic Views), calling for donations from the public to put the ad on TV. Within a week of the launch the call raised over $300,000 and the clip has indeed been aired on television.

The viral element of this strategy is what made it successful. The ability for consumers to connect to other platforms such as Facebook and Twitter directly from GetUp’s website, saw the rapid spread of the video, and encouraged consumers to donate to the cause – seeing the direct result of their participation on TV.

Getting people involved

“Democracy is not a spectator sport,” reads the catch line on Oursay.org. This is an independent site that facilitates interaction between the public and politicians. Once you set up an account log in, you can post and vote for questions you would like to ask the politicians in the “hot seat”.

This platform directly engages with the audience, and places control into the hands of the users. Content is negotiated amongst consumers, and the most popular topics drive the conversation.

Getting people to interact (but don’t waste potential!)

The ALP has invented its own social media platform – Labor Connect – to act as a networking tool. The network currently possesses 20,000 community members, however falls short in a few areas.

From a new user’s perspective its lack of content and moderation, coupled with the inability to connect with the user’s existing social networks leaves the consumer directionless upon joining.  Nonetheless, this is an interesting example of what could be improved when establishing a social media platform.

Without examining Twitter, Facebook, YouTube and websites, these examples are only a small fraction of the use of social media in this year’s election. However, each tool illustrates how consumers can organise themselves on social media – driving the outcomes that they choose.

As part of last months State of Design Festival, Dan Hill, Senior Consultant with Arup ,was discussing some of the design innovations occurring around the world, and the potential they have to fundamentally change the way we interact with the physical environment.

One area he touched on that I found of particular interest was a traffic experiment in the city of Drachten, The Netherlands.

In 2002, all traffic signals were removed from a busy inner-city intersection that handles around 17,000 vehicles per day. The results can be viewed below…

I watched this short clip with a mixture of both fascination and horror as I waited to witness the imminent disastrous collision. However it never occurred, and Dan assured us that this intersection has proven to be essentially accident free!

The notion that a somewhat chaotic approach to traffic control, where anything goes and motorists, cyclists and pedestrians are left to sort out the rules amongst themselves initially seemed absurd. Yet upon further consideration this relaxation of the rules began to make more and more sense.

Perhaps, in many ways, it is actually the rigid rules and regulations of some activities that can lead participants to ‘switch off’. When expected to follow the prompts and directions prescribed to us by others, could it be the case that our level of engagement diminishes simultaneously?

When left to our own devices, armed solely with the desire to avoid smashing into something or someone else, we are suddenly required to pay attention, to increase our awareness and to apply a further level of consideration to our thoughts and actions.

Rolling this idea around in my head got me thinking about some of the unmoderated activity that happens everyday in our online research communities. The common assumption is that all of the real ‘nuggets’ of insight are derived purely from the research discussions we as moderators initiate.

However, when left to their own devices, our members not only initiate a great deal of their own discussions, but also show a great commitment toward ensuring the community runs smoothly; in many ways, they moderate each other. By practicing tolerance and embracing the different ideas and opinions of others, members prove to be very effective at creating a safe and harmonious place to interact.

Observing these interactions between community members is essentially very similar to observing Drachten’s traffic experiment. By removing the formal rules and regulations, and allowing individuals to navigate and negotiate themselves, we have the opportunity to gain a powerful insight into what they observe, what they pay attention to and how they respond.

Recently I sat in on an AMSRS webinar on Recent Advances in Qualitative Research hosted by Dr Sheila Keegan (UK).

It was so incredibly convenient! I didn’t have to block out my afternoon, drive across town or even change out of my jeans. Talking from her home at 2 in the morning on the other side of the globe, it felt like Sheila was talking to me personally. Her slides were right there in front of me, I could ask questions as soon as they popped into my head. I could even make a cup of tea without missing anything and check my emails during the less relevant parts.

What was interesting was that Sheila made the comment about being new to webinars and felt a bit strange sending her presentation out into the ether. She also suggested that she has some difficulty with the whole idea of conducting qualitative research on the internet, in particular the lack of face to face contact.

It struck me that the value and benefits of the webinar are very similar to online research communities. Yes there is a loss of the ability to gauge body language and facial expressions and being able to task a group to construct collages.
But there are so many benefits that outweigh those losses. Like me, people are saved of the trouble of travelling to a group venue, putting up with average sandwiches and sitting around with a group of strangers staring at a strangely oversized mirror. So people that would never attend are able to take part.

It’s also a bit like other non-face to face communication channels we use at the office. We share screens when one of us is working out of the office, at home or with our team in NZ; we iChat between offices to ask a quick question or share a passing thought. Ultimately it’s about enhanced creativity, efficiency and productivity and better, smarter outcomes.

It’s widely recognised that the success of Apple’s iPhone has a lot to do with iTunes and the mammoth number of apps in the App Store. With more than 100,000 apps available across many categories, it seems there’s an app to suit everyone, for every need.

However, despite apps being a legitimate and increasingly powerful distribution channel for content, services and brand experiences, iPhone users are seemingly reluctant to spend a lot of money to access paid apps.

So, can brands charge for their apps?

Apps are gradually being recognised as a new distribution channel for brands, particularly those that can deliver content, or provide access to their services via mobile Internet. Furthermore, many iPhone users are looking for more brands to engage with them via their mobile device, however, not at a cost.

iPhone users are looking for new interactions or ways of dealing with companies anywhere, at anytime, and branded apps provide companies with another opportunity to connect with their customers. But, most brands cannot charge for access to their own distribution channels, or for content that is not unique – why pay to access something that can be obtained elsewhere for free?

There will be, of course, exceptions, particularly when a branded app can be a primary distribution channel for unique content or intellectual property, and/or the experience has significant benefits and value to the consumer. Although, at this point in time, consumer brands are yet to fully explore how they can become part of their customers’ lives via owning app territory on their customers’ Smartphone.

While many iPhone users may pay for apps, and download them directly to their phones, there is some reluctance to make other purchases via a mobile device. Concerns about security are an issue for many, however functional barriers also contribute to lack of mobile transacting. Apps which are purpose built for transacting are readily used by some people, but they are few and far between.

iPhone users essentially fall into three groups when it comes to shopping via their smartphones:

Security concerns mainly relate to sending data over public or unsecured WiFi networks, which iPhone users avoid (when transacting) online by using their own WiFi, or sticking with 3G. However, if they’re going to transact at home, then a computer is usually accessible, so the concept of mobile purchasing is somewhat irrelevant. Purchasing via a computer also offers the benefit of being able to easily print receipts for proof of purchase.

Interestingly, security is not just related to a fear of having their details stolen, but also user error when it comes to entering data on a mobile device. The small screen and touch keyboard are seen as being more likely to result in typing errors – especially if attempting to purchase from a classic site, rather than a mobile-friendly site, or via an app.

“I am a bit reluctant to make purchases from my iPhone due to security concerns and just in case I incorrectly type in my payment details – e.g. a $20 donation becomes a $200!”

Fit for purchase

iPhone users were more likely to make purchases from their devices via purpose built apps, like eBay or Dominos Pizza, than to attempt to purchase via the internet on their smartphone. These apps not only make it easier to undertake a transaction because of their design and features, they also, importantly, communicate that the app is fit for purpose.

It’s critical that apps which are used for transactions are branded and deliver a positive customer experience. In a virtual environment, the trust markers will predominantly be the brand, and the quality of the app design and functionality – without these elements, doubts about security and authenticity are elevated. Branded apps are also more convincing than mobile sites, when it comes to transactions, again because of a sense that they are designed specifically with the user context in mind (versus merely scaling down a web experience). A clear example of this can be found with banking apps versus purely mobile internet banking.

People who are already comfortable purchasing through the iPhone are looking for more opportunities to use their device in this way. Particularly for items such as tickets for movies or events, or for books or small items where the desire to purchase might be triggered spontaneously, rather than being planned. Apps provide the user with a chance to do it ‘here and now’, thus reducing the time between consideration and purchase if they’re on the the move.

“I feel totally secure making purchases with my phone: I’ve bought apps, music, eBay items, from Amazon, done banking, concert tickets, movie tickets…It’s especially good if, say I’m out with friends, we’re talking about a concert and we can look it up and purchase right there…no more ‘note to self’ to look into it later”

While some nervousness will prevail amongst cautious consumers, the iPhone operating system is perceived to offer some inherent protection against cyber fraud and the like. There’s an belief that, being a Mac product, the iPhone is not yet a target for viruses, malware or internet scammers. Again, belief in the brand provides a sense of security.

It’s early days when it comes to mobile purchasing, but when estimates are that by 2011 85% of handsets shipped globally will have some sort of browser, and given the ever-increasing reach of 3G networks, smartphones will become a huge opportunity as a distribution channel. The challenge is for companies to invest early in creating great app and mobile sites that deliver trusted customer experiences, where we won’t think twice about tapping ‘buy now’.

Apple’s iTunes App Store has in excess of 100,000 apps across a multitude of categories. There’s apps for fun, for making your life easier, for saving time, for sleeping better, for unleashing your creativity. Basically, there’s an app for just about anything you can think of doing via your iPhone (and for many things you’ve never thought of doing).

The problem is, how do we find these apps when there’s so many of them in there? It’s like being in the biggest shop in the world, but all products fit into 20 simple categories. For new apps, whether free or paid, branded or unbranded, the real challenge is being found in the first place. In a digital shop where browsing is very linear, from one click to the next, it’s difficult for apps to rise to the surface so that they are found before ‘shoppers’ move on.

Latitude Insights conducted an online research community amongst iPhone users from March to April 2010, in which finding apps was an interesting topic of discussion. The main method used to find apps were the Top 25 lists, and word of mouth recommendations from other iPhone users.

App downloading can be either planned or spontaneous. Sometimes people will specifically look for an app they know the name of, or a type of app (but do not know its name) by using a key word, or category search. Other times, browsing the app store may be like window shopping – purposeless, but sometimes resulting in a new acquisition.

iPhone users recognise the inherent problem in relying on the Top 25 list to find new apps. Following the ‘crowd’ when it comes to apps means that the most downloaded apps, continue to be the most downloaded. There’s a certain level of ‘cred’ associated with having a more unique or rare app.

“I would imagine that there are a lot of great apps that never make it into the Top 25. Especially, considering that most of the apps in the most popular list are so amazingly stupid”

Branded or commercial apps need to utilise other communication channels to promote their apps, to facilitate uptake/downloading. Ironically, it may be that non-mobile media, particularly websites and print in the form of both advertising and reviews, are the best way to tell the target market you have an app for them. And then a good app can begin to rely on recommendation to build its fan base.

Ultimately, a good recommendation or a positive experience with an app on someone else’s iPhone is the strongest driver of app selection. That’s why ‘what apps have you got?’ could be the universal catch-cry for iPhone users.

Our presentation of insights from our iPhone online research community.
Stay tuned for a few more insights over the coming days.