Post on 20-Aug-2015
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MRMW Berlin Sept. 23-26, 2014 #MRMW
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Event App Partner
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MRMW Berlin Sept. 23-26, 2014 #MRMW
22.09.2014– Streng vertraulich, Vertraulich, Intern – Autor / Thema der Präsentation 1
Travel The Future - mobile research 2024
Scenario ModellingJuly 2014
Creation Center& UDIOffices in Berlin
Human centered consulting / innovation
Bridging R&D and business
Supports Deutsche Telekom
We love cross-industry projects
Telekom InnovationLaboratories (T-Labs)Offices in Berlin, Palo Alto, Tel Aviv
Research & Development unit
300 employees
Cooperation with TU & UdK Berlin
Deutsche TelekomOne of the largest telecommunications providers,
260,000 employees, 65bn EUR revenue
active in over 50 countries, owns T-Mobile and T-Systems
Headquarter in Germany,
Core regions are Europe and the US
16
A time machine is needed for ideation whenever you need a long term vision in order to plan the next steps/ milestones.
Especially for longterm investment decisions you need the time machine.
A time machine is a scenario or multiple scenarios that you use to think through possible future realities.
The scenario helps to find the best strategy for the company/ business.
2016 20172014 2015 2020 20212018 2019 2023 20242022
Current, incremental innovation & short term
planning
Looking into the future, deriving a sustainable long-term target
scenario
WHY WE NEED A TIME MACHINE
20
Four criteria to proof a key factor.
• two extreme values• uncertain in its extreme values• relevant for the specific business• independent from the other key factors
A: Mobile Research Techniques
subtle
wearables, implants, tracking, device monitoring
1
2smartphones, tablets, self‐ethnography, interviewing...
obvious
The way how we integrate and implement research technology intopeople‘s life – active/ passive, obvious/ subtle opens new opportunitiesand challenges.
B: Approach
H2H
Human to Human1
2Machine to Machine
M2M
How will market research be conducted? Will it either be human tohuman or machine‐to‐machine? Imagine a world where researchcomputers ask people‘s digital assistants and devices. Machines know alot about human behaviour. But what about empathy, hiden needs, …?
C: Data
Big Data
aggregations, statistics, synthetic data
1
2individual, direct, person centric, qualitative
“Small Data”
The majority of market research data could be either person centric oranonymous or even artificial (synthetic). Both extremes allow differentbusiness models in the field of Big Data & Data Analytics. What are theopportunities for consumers as well as for companies in every extreme?
D: Researcher
consumer
giving feedback, demonstrating
1
2asking questions,
observing
agency
What is the accepted and most trusted researcher – the user himselfgiving feedback or market research agencies asking questions? What isthe role of agencies in a consumer driven feedback culture? In anagency driven model, how can agencies be the better researchers?
27
A: Mobile Research Techniques
subtle
1
2
obvious
C: Data
Big Data
1
2
“Small Data”
Creation of explorative scenarios by key factor combination.
Subtle Market Research Techniques like In-App Tracking, Implants, Wearables collect „Small Data“ – person centric, individual….
ScenariosScenariosScenario: Day in a LifeScenariosPersonas and their day-in-a-lifes make future scenariostangible and human.
22.09.2014– Streng vertraulich, Vertraulich, Intern – Autor / Thema der Präsentation 30
AGENDA
13:30 – 13:50 Welcome, Presentation13:50 – 14:20 Dive into Key Factors (Tags, Headlines)14:20 – 15:00 Scenario Definition (Key Factor combination, Future
Personas, Day in a Life Events of Personas) 15:00 – 15:15 Coffee Break15:15 – 15:45 Time Machine Ideation (Use Scenario & Day-in-a-life to
come up with new Mobile Market Research Ideas, Find Opportunity Fields, write Mini Napkins)
15:45 – 16:15 Presentation16:15 – 16:30 Q&A16:30 End
CONTACT
annette.boehmer@telekom.deCreation Center
Empathic Research & Ideation Specialist+491709257578
www.creation-center.dewww.facebook.com/CreationCenter
www.unternehmen-idee.de
joern.schulz@telekom.deUser Driven Innovation
Research Associate +491703304041
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW