Introducing the insPEERation platform
“My phone is much more than just a gadget, it is a mirror of my life. It holds my contacts, my messages, my photos and videos, my favourite music. It helps me easily check my networks, keeping track with my Facebook, my Tumblr, Instagram or Twitter. It is my most precious object which follows every step of me and knows about me more than me.”
Man, age 18, September 2015, Greece
New realities, new opportunities
The Internet and the increased usage of smart phones has opened up a wide range of new ways to examine human interactions in new contexts.
Technology, at the first stage of its development, has been mainly faced as a medium to provide efficiencies in market research, in terms of economy and speed. However, the most important contribution of technology in identifying productive market truths that challenge the reality as we know it, is the way it can permit us to go deeper than the consciousness of the studied person. Mobile phone is the tool that facilitates us to do so: by becoming a true tool of ethnography and observation, of higher quality interaction, of immediacy in the very small moment where the true behavior happens.
At times when markets, technologies and trends shift rapidly, consumers are more informed than ever before and look for products that can make their life easier and more exciting. However, the conscious collection of information that comes from consumer discussions, -even when reaching its full potential in recruitment quality, design and experience- usually enlightens a good part of the reality, while leaving untouched the power of the unconscious self in the very moment that a specific consumption behaviour takes place.
Consumer needs and feelings, similarly as behaviors, are not always fully imprinted in the conscious mind. This leads to poorer situation assessment, when market understanding is exclusively based on consumer narrations that have a time lag from the moment of truth.
Moreover, it is official that people are massively educated to live with and within Internet; from just information seekers, they become e-citizens: chatting, talking, buying, sharing. This means that there is an increasing need for contemporary market research to gain access in consumers e-habits and lives, meeting consumers in their “physical” space and roles and talking with them in their favourite language of communication: on the small screens.
The increased presence of smartphones, together with the fact that consumers have high involvement in tasks related to their mobile, opens tremendous opportunities for real-time exploration in market research.
That is why Truberries has its own mobile research platform, over which specific research methodologies have been developed, offering to numerous clients and their problems better access to truth.
Discovering peer-to-peer truths, via insPEERation!
The key questions that insPEERation can answer:
With insPEERation, market insights go deeper and further, because of a combination of important methodological benefits:
Spontaneity
Ideal for Qualitative Research-based investigation, where we need consumer feedback based on their actual life moments, and not just on their narrations.
Assessing natural contexts of consumer lives, capitalizing on spontaneity and honesty.
Preserving the value of unobtrusive observation.
Objectivity
Ideal to ensure both one-to-one investigation and social interaction, still leaving us to control the proportion of the above – and on which specific subjects individual unbiased answers are the priority.
Evolution
Ideal for developmental process of questioning: this tool provides us the possibility to have the time to think on consumer answers, then come back with new questions with a daily update of our Navigation Guide.
Quick & Precise
Speed, easiness & precision in obtaining data: automatic transcription of downloaded documents.
Online-ness
Ideal for brands that intend to make online communication; it is important to discover the new roles and the multiple personalities of the person when s/he is online.
High Quality Respondents
Higher quality respondents, more creative and modern persons.
