Mobile Ethnography Throws a Super Bowl Party!
SEATTLE, Feb. 4, 2011 /PRNewswire/ -- In the spirit of great Super Bowl parties everywhere, four leading market research agencies are working together to create a new type of event: a real-time mobile ethnography study of Super Bowl watchers!
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Survey Analytics, BrandScan 360, Beacon Research, and Hemispheres Research are joining forces on this ground breaking initiative to show the power of mobile approaches to be "in the moment" with consumers. Vivek Bhaskaran, CEO of Survey Analytics explained the rationale behind the effort: "We live in the Age of Social Sharing, with consumers, brands, events, news, etc... being connected 24/7 by a vast interconnected media technology web. What better way to understand how people experience events than via the immediacy of mobile ethnography? By inviting consumers to share their experiences with us in photos and updates, we're just extending how they already interact into the realm of research."
Using the SurveySwipe mobile research platform from Survey Analytics, members of the SurveySwipe panel will be asked to answer a few questions regarding their Super Bowl plans and also take photos via their mobile device to give a real-time glimpse into specific aspects of their event experience. The study will be designed to understand where and how participants are watching the game, what brands are vital to the success of their experience, and even what their favorite commercial was. All responses will be analyzed in real time and a summary of findings, including analysis of the photographic content, will be published on Monday, with a deeper dive analysis being released later in the week.
Leonard Murphy, CEO of BrandScan 360 says that what they hope to prove with the project is, "If you engage with consumers as people, not test subjects, and create an opportunity for them to share their lives with researchers on their terms we can gain unprecedented insights into their motivations and behaviors. We think mobile ethnography is an ideal way to achieve that model in a low cost, efficient and effective way."
Renowned qualitative agencies Beacon Research and Hemisphere Research are partnering to design the study and conduct the analysis. Kristin Schwitzer of Beacon Research had this to say about her motivation for joining the project: "We're in the middle of a technological and social revolution, and mobile technology is the current focal point for these changes. As we explore this brave new world of instant multichannel communication we're discovering that the role of researcher is shifting more and more to one that is ethnographic based. Those two trends clearly are converging in the Super Bowl project and we can't wait to dig into the data on Sunday and share what we find with the world." This was echoed by David Bauer of Hemispheres Research: " We believe that we are entering an age where the techniques that we have usefully employed for many years are now being challenged and that as researchers, we need to adapt to this phase of evolution. The evolution is not just the emergence of new tools but of new social behaviors. Consumers engaging in real-time social networking via their mobile devices has gained in popularity because it meets the emerging values, beliefs, needs and behaviors of society. The project fits smoothly into that dynamic."
SOURCE Survey Analytics
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