What do Wearable Devices Bring to Market Research?
Are wearable devices like Google Glass viable alternatives to mobile handsets for market research?

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Author(s): Alex Johnson
Collection: Digital Dimensions 2014 - (Online + Big Data + Social Media + Mobile) Research
Keywords: Media Testing, Neuroscientific Techniques , Innovation, Purchasing Behaviour

ESOMAR Best Paper Award 2013/2014
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Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a point-of-experience advantage over other methodologies, but where the convenience of quick eye or wrist-level photography could provide additional benefits. It may be easier to capture images and they may be more representative of the experience – but might the quality and volume lead to difficulties with codification? We’ll assess the respondent experience, the types of image captured and how image recognition techniques we use for mobile image data could be applied. We’ll also report on the technology, covering usability, reliability and an initial view on integration to the data collection process.




Date of publication: 17.06.2014
ISBN: 92-831-0274-6
Order Code: 239299_16
Number of pages: 27

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