Notes

Research objectives and recruitment criteria V3

Day long market research interview and co creation session, with a room full of global experts and smart consumers, Friday November 15th

Moderated by Murmur Research

Objectives of the day

On the day we will be exploring what people perceive by the term smarter technology and what this might look or feel like back home, as far as mainstream audiences are concerned and also as far as tech early adopters are concerned. We will endeavour to segment people in relevant countries, in terms of their relationship with technology and we will be seeking to unpick themes that our discussions around smarter technology throw up, using these segments as filters


On the day we will be working with key decision makers at Lenovo and their agency, Media Monks – so respondents will be making some good contacts


Sample brief

1) an expert in new technology trends in their country – not sure which yet but may include some of below. Definitely will include China
a. US
China
UK
Germany
France
Italy
Spain
Russia
Brazil
Mexico
India
Japan

2) Is knowledgeable about mainstream end of market as well as anything more niche. They will need to be able to talk about broader groups/consumers/ie more than just their own POV. They are savvy, switched on, knowledgeable, expert about technology, at least to the degree that they can talk about trends in it and smart about consumers
3) Might be anything from an IT decision maker, via a blogger or journalist, to a PhD student in London, doing a relevant subject; they shd be same nationality as country we are interested in, unless they are really good e.g. spoke to oz bloke about china for Withers, recruited by Sadie
a. Finding people who are conscious of people’s relationship with technology in China, vs Brazil, vs the USA, may involve subtly different approaches. For China, we might consider recruiting a post grad Chinese student doing a new technology doctorate, who is plugged into tech news at home. Or we might endeavour to recruit someone who is a skilled gaming designer, or a young programmer or coder, working with interesting clients or brands, who is Europe based for a while but who knows what’s going on with technology and how people relate to it, back home
b. For the US, we might approach relevant academics or journalists who work at respected institutions, or for respected media outlets, or we might tap into the knowledge of someone behind a Silicon Valley start up who flies between London and the west coast
4) And when it comes to our technology experts, we would be looking for people who can think about the positive impact technology can make in people’s lives as opposed to anything more dystopian or sci fi. And within that we’re interested in the mainstream, daily application of new technology, what’s already out there/about to be out there, rather than looking at what’s going to be happening in 10+ years’ time. So, we’re interested in the very near future, rather than its far flung counterpart
5) No advertising or marketing rejectors – we are looking at potential subject matter that might inspire future marketing activity. But we don’t want anyone who is employed directly by an ad agency
6) We will be seeking to unpick themes that our discussions around smarter technology throw up. It won’t hurt if people have got a bit of an advertising brain, at least insofar as they can think strategically
7) We will need to ok any recruits – if it’s possible maybe have a quick chat on the phone just to make sure that they are comprehensible, smart and are willing to play the game on the day