Qual360 Asia-Pacific 2015, Kuala Lumpur: Researching Teenagers With Mobile Market Research

Using mobile ethnography is proving a powerful way to get closer to kids' worlds in an unfiltered, authentic way and provide cross-cultural insights in a swift, cost-effective manner.

News provided by

Happy Thinking People

Oct 19, 2015, 11:30 ET

MUMBAI, India and BERLIN, October 19, 2015 /PRNewswire/ --

- Cross reference: Picture is available at AP Images (http://www.apimages.com)

market Research into teenagers' fashion worlds using mobile Research, ethnography, insights, kids, authentic, cross-cultural, teenagers, smartphones, mobile (PRNewsFoto/Happy Thinking People) (PRNewsFoto/Happy Thinking People)

Levi Strauss & Co asked Happy Thinking People's India office to execute foundational research in China and USA into the fashion worlds of teens and pre-teens (8-12, 13-14 year-olds), using the Agency's Mobile Ethnography App Happisodes.

(Photo: http://photos.prnewswire.com/prnh/20151013/276548 )

The client expectations were clear: overall, provide a rich cross-cultural understanding of kids' fashion worlds. Also:

explore their media usage
understand the influence of online and offline media
identify triggers for brand engagement
probe the role of parents in decision making
explore brand perceptions, preferences

The study generated a huge amount of ethnographic material - photos, in-home and out-of-home details, rich verbatims - ideal for embedding insights into a culturally sensitive analysis.

From a research perspective, both Agency and Client were convinced that the mobile approach was right.

"Mobile was a great fit - the kids really opened up," said Sabrina Schöder, Managing Director of Happy Thinking People in India and Project Lead. "They shared far more than we had expected." Setting tasks for kids worked well, often better than simply asking a question. Playful tasks worked best, generating much higher engagement and richer output.

Commissioning client Ken Leung, Director Global Marketplace Insights at Levi Strauss & Co. was also very positive. "Mobile really worked well for us. It's definitely more 'in-tune' with communication modes of kids these days".

More details at:

Our website at https://www.happythinkingpeople.com/2015/10/using-mobile-to-get-closer-to-kids-fashion-worlds/

About Happy Thinking People Group:

Founded 1989 in Munich, Happy Thinking People today is one of the world's leading independent marketing research and consulting companies.

Contact: Edward Appleton, Director Global Marketing
[email protected]

+49-(0)30-327986-8635

SOURCE Happy Thinking People