Vancouver-based Techneos has just announced a collaboration with Ipsos, which you're probably aware is a leading, global survey-based market research company. These two companies are working together to pilot new technologies and applications for mobile research. Their latest project was called “The Great British Weekend," and was conducted during the May 2010 Bank Holiday long weekend.
The Great British Weekend is a study inspired by how people use their mobile phone in their everyday life. The project enabled participants to provide any-time, any-where feedback, and allowed Ipsos to understand a day in the life of their panelists and answer the question: “what’s happening right now?”
The project combined surveys with multiple choice, sliding scale, and open text options, as well as the capture of pictures, and GPS-locations to understand people’s lives, moods, environments and decisions.
“We were very happy with the length and quality of the responses sent back,” said AJ Johnson, VP at Ipsos Open Thinking Exchange. “The mobile proved to be a great tool allowing participants to express themselves. We were excited to see so many photos of our online panelists as they went about their weekend. When we followed up with participants, 97 percent said they enjoyed it, 97 percent thought it was interesting and 100 percent would participate again.”
Johnson and Sean Conry, VP at Techneos, which was founded in 1995, presented their findings of the “Great British Weekend” at the CASRO 15th Annual Technology Conference in New York City on June 3rd.
“This new technique truly opened our eyes and made us challenge our stereotypes of consumer segments we thought we had figured out decades ago,” said Sean. “We came across many unique day-in-the life mobile diary entries including a tech-savvy grandma who used our app on her BlackBerry in between looking after her granddaughter and checking Facebook, and an unassuming stay-at-home mom who surprised us when she stayed out playing cards until 5:30 a.m. after attending a Hells Angels funeral." He added, "Marketers and researchers can leverage the concept and results of this study to dive deeper into just about any consumer segment."