Tuesday, May 14, 2013

Live from FOCI 2013: Utilizing Mobile Devices to Obtain Customer Timely Feedback on New Products

Presented by Nina Leask – General Motors

An inside the box presentation about mobile research on new product launches.  Nina stressed the importance of translating tech talk to consumer language when conducting research – and then translating the insights into technological language for application by engineers and product developers.

Nina took the audience through a consumer market research assignment designed to obtain consumer perspective about a new car design.  The up-front mobile market research risks that Nina highlighted included: respondent commitment; level of engagement; quality of feedback, and video quality.  Clips of ethnographic videos produced by consumer respondents were a great value-add.

Camera operation by consumers was generally quite good, and functioned as a useful companion tool to their in-situ comments in the vehicle for which they were providing feedback.  Respondent commitment was good, with consumers providing both verbal and visual input.  Consumers took hold of the conversations, embellishing on the questions market researchers asked.   The video quality was sufficient to give a “living with it” feeling, and was not distracting.

With mobile engrained in our lives, Nina illustrated how easy it is to see and hear “first hand” what the consumer experienced.  Market researchers could be engaged with respondents throughout their assignments.  Responses are provided on the consumers’ schedule, and there were no geographic limitations.

Overall, this was an excellent presentation with practical tips about using mobile devices to conduct market research. The high quality illustration of the concepts presented underscored the strength of this approach—one that consumers seemed to enjoy. 

This was a fantastic session.  Check out Nina's contact information and learn more. 
 ~Gigi DeVault
Market Research Guide

1 comment:

Anonymous said...

Hi Gigi - Glad you enjoyed the presentation! You did a great job recapping the essence of the talk. Cheers Nina Leask