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Jack Ramsay from VisionsLive talks to Kirsty Higgins in the run up to the 'Qualitative 360 2014 - The Global Hub for Qualitative Researchers' Merlien Institute event. Connect with Kirsty on Twitter @KioskHQ. Check out the public twitter list of attendees here: http://vl.io/1lWpCYb & further interview statistics here: http://vl.io/1hNFqKa Jack (0:05): Hello and welcome to this pre-qual360 interview with Kirsty Higgins. Thanks for joining me Kirsty! Do you want to give us a brief introduction to yourself? Kirsty (0:15): Im the insights director of Kiosk, a mobile market research firm. We use smartphones to gather insights for our clients. Jack (0:28): Brilliant! You're presenting a paper at this event in Istanbul, can you tell us a bit more about that? Kirsty (0:35): Ill talk through how the landscape is changing, especially how to reach consumers through mobile. We will be sharing the work that we have done and our methodologies. Jack (1:09): Is Kiosk a very mobile heavy organisation then? Kirsty (1:14): Kiosk is a purely mobile market research company. We use smartphones to gather all of our insights, such as pictures, footage and blog posts from consumers around the world. Its a kind of self-ethnography. Smartphones allow for incredibly natural market research. We build a two way intimate dialogue between ourselves and consumers and it allows us to gather insights in the moment. Kiosk gathers quite sharp research. I was originally a client of Kiosk, when I came across their field research app, as a researcher, I was incredibly excited. Because I was so passionate about what Kiosk were doing, it seemed a natural step to come on board. Mobile research allows us to gather insights for clients in an actionable format. Im really excited to share this at the event. Jack (3:39): Kiosk seems to be at the cutting edge of mobile market research. Where do you see market research right now? Do you think more companies should be embracing a mobile research methodology? Kirsty (3:55): Research is quite a difficult sell for a lot of companies. From an advertising background, for me, working in research is incredibly exciting. Brands know that they need to listen to consumers now, they need to reach them in their most natural state. Im not saying that the focus group is dead but you need to explore new methodologies to get to the heart of consumer behaviour. Its not a 'nice to have' any more, mobile qualitative research is a 'must have'. Its quite ground breaking really. We have a project right now, in northern Nigeria. The stuff that we are getting back is extremely insightful. For us, now anything is possible. Jack (5:48): Sounds great! If we can quickly go over the event itself. Aside from promoting the paper, is there anything specifically you are looking forward to at the event? Is this your first one? Kirsty (6:06): Im just looking forward to being around the research community. My background is in advertising and i've always been a researcher. I was always pursuing innovation, but i'm particularly interested to focus in on qual. Im excited to be around other peers and learn from them. Im really looking forward to networking, research is now essential to clients in this increasingly complex and technological world. I hope that people will be interested in what we have to say as well. Im really excited! Jack (7:34): Awesome! Thanks for speaking to me today and I look forward to seeing you at the conference.