Web 2'0 drives the product development and research cycle

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Web 2.0 drives the product development and
research cycle
Marketing Information Event 2007 Andrew Mahon
Nokia Enterprise Solutions Pieter Willems
Millward Brown Europe
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About the presenters

• Andrew Mahon
• Product manager Mobile E-mail for Nokia
  Enterprise Solutions (Boston, US)

• Pieter Willems
• European group director Digital Development for
  Millward Brown

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Consumers a changing relationship with
businesses
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Businesses need to adapt their strategy

• Examples of fail

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Businesses need to adapt their strategy

• And examplesof success

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Businesses need to adapt their strategy
People trust other consumers TWICE AS MUCH as
they trust a commercial
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Digital communication channels in market research
Advertiser/client
marketing
reporting
Customer/ respondent
data collection
Researchagency
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Digital communication channels in market research
Advertiser/client
1. digital marketing
3. Online collaboration
Customer/ respondent
2. Web data collection
Researchagency
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From Functionally Oriented and Device-driven
EnterpriseSolutions
MultimediaComputers
MobilePhones
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to an Internet Business Model
Internet Software Services
Mobile Devices
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Ovi.com
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Case study towards an ad-subsidized application

• About the service
• Mobile advertising pilot
• Runs on existing N Series and E Series devices
• Overlayed onto an existing Nokia service
• ?Research questions
• Usability
• Attractiveness
• Acceptance of business model

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Research paradigm a 360 degrees feedback of users
group
individual
1. technical issues
4. forum
pilot user
2. traffic
5. qualitative user group session
3. online survey
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A simple discussion board provided many insights
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A simple discussion board provided many insights
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A simple discussion board provided many insights
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A simple discussion board provided many insights
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A simple discussion board provided many insights
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Application service fulfills a consumer need

• Outcomes of the study (for Nokia)
• Importance of mobile communication
• Easy usage
• Bridges the gap between PDA/Smart phones and
  normal cell phones
• but
• Too slow to be acceptable
• Ads need to be more personalized (!)
• Outcomes at a meta level
• Much higher responses to questionnaires and
  qual. study
• Consumer feedback more detailed (compared to
  trad. surveys)
• Consumer feedback seems to be very honest
• And
• Can I participate again, next time?

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Conclusions

• Iterative design
• Web 2 principles in research
• Behavioral data