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Admap Article

In this September’s issue of Admap Face’s very own Andrew Needham has written an article on how digital media allows deeper engagement with research respondents using techniques such as co-creation and crowd sourcing. We thought we would give you a little taster of the article and if you’d like to go for the full course then pick up a copy of this months Admap magazine!

Web2.0 and Social Media Create New Opportunities For Research

At the MRS Annual Conference earlier this year, there was a debate on ‘the opportunities, threats and ambitions for market research and innovation’. It became clear that empowered consumers and web 2.0 present the research industry with a challenge. Re- searchers are learning that the online world’s influence means that things need to change urgently in the face-to-face world of focus groups. This presents a threat and an opportunity. The threat is that the research industry will not embrace change fast enough. Research is rooted in thinking that pre-dates the web – find people, put them in a room with a two-way mirror and ask questions. Many forms of re- search are struggling because they are not engaging or interactive – the two things social media and web 2.0 have taught consumers to expect.

Case StudiesAndrew Needham

To help demonstrate the key points of the article Andrew gave examples of two of our case studies Unilver Surf where Face ran an online research community for 50 UK based women from different backgrounds. Another great example of co-creation is Face working with Britvic on their Tango brand. Click on the links to find out more.

It seems like every day more and more of the sci-fi technology from the movies is coming to life. Remember in Terminator when Arnie can recognise objects just by looking at them? Yeah well that sci-fi dream is now coming true. It seems like the sky is the limit, the digital world and the real world are colliding to create a new type of technology called augmented reality. This new “cyborg” technology allows users to see a live display whilst merging computer generated graphics over the top. Currently being put to the test in numerous different applications augmented reality is going to lead a huge wave of new technology and could potentially change the way we lead our day-to-day lives.

Confused? Scared? Excited? Arnie??? Fear not Headbox has done the research and we have put together a top 5 of the forthcoming augmented reality applications that will be flying your way soon…

5) TwittARound – An iPhone application that will show you where the nearest tweets to you have been made!


Beware of what you post, soon people around you can see who you are after you have tweeted. More Info.
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4) Stargazer – An application from Google that tells exactly what you are looking at when you are…well… star gazing!


This application builds upon Google Sky and identifies constellations and planets in the sky when your pointing your phone towards the heavens. So next time you are out star gazing you will be able to tell your Casseopeia from your Capricornus! More Info.

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3) Sekai Camera – As you would expect Japanese developers are getting involved with their creation… Air Tagging!

Tokyo-based smartphone app developers Tonchidot have come up with Sekai camera application. It allows users to “air tag”, basically tagging things in the real world. For example local restaurants can be tagged, and when pointing your camera at the restaurant, you can see menu’s and reviews. Didn’t enjoy a meal? Leave your comments floating in this augmented universe and warn potential customers to stay away. More Info.

2) Nearest Tube – This very clever application lets you see the world and the tube through your phones camera.



Unbelivably the Nearest Tube application shows you where the nearest tube station is and also when you point your camera at the ground it shows you what lines run underneath you. No more endlessly walking in circles looking for a tube station! More Info.

1) Layar – Pretty much the most forward thinking augmented reality application out there!



Currently only available in Holland but soon to be rolled out in several other European companies, this wonderful application rolls everything into 1. The world around you is merged with the digital and on your phone screen, you can see nearby ATMS, cafe’s, clubs, homes for sale (like the video above), job listings, etc, etc, etc!!

This is one of the few augmented reality applications actually available for use on mobiles phones at the moment and shows that what was once just in the head of the Terminator is now in circulation in the real world. More info.

facebook

In the first of our P2P research sessions Headboxer Rushda Khan (23) takes a look at the internet and how it effects her and her friends social world. Keeping a close eye on Facebook, Rushda investigates how, if at all, social networks benefit us:

Like many young people, my Facebook friend count has hit three figures. But I am not a popular person: I have exchanged only a few sentences with most of my Facebook friends and I have never spoken to a third of them at all. Yet pick one and I am likely to be able to tell you their interests, where they went last night and how they are feeling. I may even be able to tell you who they are in a relationship with and how well that relationship is going.

Most young people are only too familiar with the absurd situation where we see one such ‘friend’ on the street and think she got drunk at a party last night, and then pass them by without batting an eyelid. This person may know just as much about us and yet for all intents and purposes we are strangers, only on each other’s lists because of the most trivial recognition.

This ‘Facebook friend’ syndrome is a remarkable indication of the way young people now use the Internet. In earlier Internet days, we would log on specifically to email someone or chat to them on MSN. But now we use the Internet to connect to people in a way that could only be described as passive. We browse their photos and read their statuses without necessarily letting them know about it, rather like reading someone’s diary. We end up forming opinions about them without ever having communicated with them at all. Mirroring this is our intense desire to personalise our own space on the Internet – we do not just want to know about others, we want others to know about us.

But knowing about someone is not the same as knowing them. The latter requires an level of interaction which seems to have disappeared in our online habits. According to Virgil (22, Cambridge), social networking sites may not only do nothing to create or boost friendships, they may harm them as well. “I feel like I’ve spent time with someone even when I haven’t.” The irony therefore seems to be that social networking may not really be very social at all.

The passive way in which we ‘socialise’ online is only a symptom of a greater move towards using the Internet passively in general. Because of the number of things we can do at the same time, young people no longer need an aim when they are online and often do not choose to spend their time focussed on a conversation with one person. In the same way as we may connect to someone via social networking for no other reason than that we can connect to them, we are often connected to the Internet ‘for connection’s sake’ and don’t have to do anything in particular. While this lack of specific demands is enjoyable for many, some young people are overwhelmed by it. Sebastian (21, Bath) says he doesn’t even know what to do online much of the time.

Rushda not a friend on Facebook?

Despite the social side leaving a lot to be desired, I still think however there is a certain beauty to the interconnected nature of the Internet. While a book or CD may be enjoyed in its own right, it will not link to other books and CDs in the way the Internet makes them link. While young people think that Wikipedia and other online encyclopedias are not sufficient for school work, crucially most still love the unique way we can explore topics in endless interconnected chains and find out about the world without having to go searching for specific things.

Similarly I think that the way in which young people can have an online experience rather than simply an online activity is exciting as we are constantly learning more and getting more than if we did just one task at a time. Taking music as an example, we have reached the point where we can now access new and diverse music at the click of a button, have it play via iTunes, see song lyrics, and see recommendations via sites such as Lastfm. All this can happen in the background and, like many other online applications, can be absorbed without even realising it.

There is no doubt that passive learning isn’t always the best way to learn something and passive socialising isn’t the best way to have friends. However, there are benefits to both and it is especially refreshing to have a balance between the real world and online world. This isn’t a new revelation: young people have always recognised this. While the Internet can no longer be considered as “geeky” by our peers due to the new trendiness of social networking, using the Internet too much is still considered anti‐social and has always been considered as such. Any young person I have spoken to passionately defends the superiority of face to face contact to online contact, even though they may spend many hours of their day online. It is indeed about the balance: there are some things in real life which cannot be replicated online and vice-versa. We can certainly do more online now and our habits have dramatically changed but that doesn’t mean what we do is replacing anything we value offline.

Young people today – the ‘Facebook generation’ – have set a precedent in way we use the internet. Having been an early user of the Internet, in the days when young people thought the “big thing”was to swarm internet chat rooms, it is astonishing to see the direction in which we have taken our online behaviour a decade on. It is therefore extremely difficult to predict what will happen in future. I only need to think about my little niece Sara to understand the changes that are occurring. She plays children’s games online and uses video chat adeptly, even though she is only four years old.

Who knows how she will be using the Internet when she is a teenager?

Part 2 coming soon, what do Rushda’s friends think of the current state of the internet?

Women Hard at Work

It’s time for another update on what the women on Mindbubble are up to, and as usual there’s a lot going on so many stories to tell.

logo_carphone_warehouse For the first time we ran a two week crowd sourcing project on Mindbubble. We were running the project for The Carphone Warehouse to generate ideas which could then be taken through to an online co-creation phase. The response we received was phenomenal with over 250 people joining the crowd sourcing project and taking part. The top ten contributors to this project were selected by the lovely people at Mindbubble and The Carphone Warehouse to win prizes. These ranged from IPod Nanos to Samsung notebooks and Sony PSPs. As well as this the top contributors have been asked to take part in an online co-creation phase to define their ideas further. All in all the crowd sourcing project was a great success and we will be running many more in the future!

The Mindbubble office has been smelling lovely and looking very clean recently as we have just finished a project with a home care brand. This project started with some online work on Mindbubble then the ladies came together to co-create some new product ideas with the brand team.

The latest Project on Mindbubble is currently live and we are half way through it. I can’t say too much but I can tell you it involves chocolate. So you can imagine our excitement when we heard this and not surprisingly lots of Mindbubble members wanted to get involved. Currently the ladies are writing blogs and having forum discussions about chocolate and how it fits into their lives, so there is a lot to read. We’ll let you know how it goes!

Finally we are busy putting together the finishing touches to our Mindbubble blog. That’s right folks another blog with more exciting content to read! Much like the Face site there will be interesting blogs from the members of the Mindbubble team plus some great content from members of the community themselves. We will be launching the second week in September so we’ll let you know as soon as we’re up and running and remember to watch this space!

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The Office Face Lift

  • Date July 22 2009
  • Posted by Georgie
  • Tagged with
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Over the past couple of months we’ve had some unrest at Face HQ. We are lucky enough to share a really great office space in Fitzrovia with other innovative Cello agencies. However space was starting to get a bit tight and although we’re friendly at Face we felt sitting on each other’s laps might be taking it a step too far. Luckily the powers that be decided it was time the office had a Face lift. This meant some serious upheaval so we relocated to an office in Victoria for a while and on our return we were wowed by the big change! We’ve now got a great space for Face to work in which includes a blackboard wall (yes we know you’re jealous) all sorts of nifty storage and a huge new kitchen to prepare some gourmet meals in. Last night we had a few drinks and nibbles to christen our new environment, long may it live!