Methodology!
This semester we had the chance to work for a very interesting project during the course ‘’New Consumer Trends’’, taught by Mrs. Betty Tsakarestou. Our team did an extended research on Mobile Collaborative Consumption and Sharing Economy, a field that is on the rise. During our research we wanted to go deeper into the mobile consumption and the way, especially Millennialls, use their phone for their everyday routine. The insights and the observations that arise are interesting and tell us a lot about our generation and the world around us. So keep on reading our stories in order to follow our project steps and discover our final findings.
At this part you will find the methodology, that we followed all this time during the semester. So, we started this project by taking a closer look at our own behavior and we created our own “Mobile me” videos and stories in order understand, initially, what do we do with our smartphones in a daily basis. As a conclusion of that procedure, we got the important insight, that we belong to the same “Millennial category” and that’s why, because we are the same persona. That insight followed us through the whole of our journey at this project.
The next step was the “Mobile me & you global” part. At this one we got in touch with our friends abroad so as to interview them and to get to know their mobile behavior during the day. The previous insight appeared again and that’s probably why we are all at the same age, phase of our lives and, generally, we belong to the same persona. Our friends abroad, also, they seem to use a lot sharing economy apps in order to travel, transport around their city and so on.
Later on, and after we had run our own research, we had been called to extract some important insights. So, we concluded that Millennials love visuals, they need to belong to some community and that’s why they love so much Social Media. Also, Millennials are control freaks and they want to have the absolute control of everything around them. For instance, they need to know, when exactly the next bus arrives and they adore lists, because they are very organized. The impressive one, was that mobile tends to replace not only TV and traditional media, but also mobile tends to replace services, like gym!
Our next step was really fan, because we cooperated with another team of the Lab and we extract some common insights from our researches. So, we observed Millennial behavior and we concluded, that Millennials are very productive and organized people, and even they aren’t, they need to feel that way. So, they use a lot platforms like GMAIL, the Calendar, Drobox etc. The need to feel, that they are part of a community, so they use a lot apps like Messenger, Viber and WhatsApp. They like to share, they prefer visual content and they do the branding of themselves on platforms like Instagram. Also, both teams had the chance to interview people, who love well-being and fitness.
At the next step, we used Design Thinking, in order to extract some questions relevant to the topic we chose, well-being and fitness. Those questions were the key to our next step, the interview with people, who love fitness and well-being. Along with those questions, we asked and some general questions about mobile in relation to Millennials. Every team of the Lab had the same general questions.
Later on, at the final steps, we created a micro site, where everyone can go to an see all of our work, the personas, we interviewed, the videos and, of course, the final insights!
If you want to see the whole project go to➡️ http://mobiletrends18.tilda.ws/
The team: Marina Karvouni vasia tagatidi Elena Tsakiridou
#MobileReputations #Mobile #ConsumerTrends #SharingEconomy
