Posts Tagged technology-innovation

Antedote shortlisted for 2017 MRMW Award for the Best Use of Mobile Technology

This is the third consecutive year that Antedote has been nominated for an MRMW Award, this time in the category of Best Use of Mobile Technology. Antedote is the only agency in the history of the awards to have been nominated for an award three years in a row.

The MRMW Awards are a showcase and celebration of excellence and innovation in market research, recognizing the groundbreaking work of individuals and organizations in the industry.

The nomination came on the back of our Snap Dive research initiative, which leveraged the power of social media platform Snapchat to foster a more inextricable link to the hearts and minds of younger consumers.

The methodology behind the initiative saw design and deployment of techniques that enabled us to better examine and evaluate target demographics using social media app Snapchat and the users’ behavior firsthand. In addition, we were able to better understand the motivations behind sharing multimedia, stepping into favorite conversations with contacts and identifying traits and idiosyncrasies from user content, via Snapchat’s “Discover” and “Stories” campaigns.

From what was extrapolated in the study, Antedote developed rules of engagement for media clients in order to gain a better appreciation and awareness for where and how branded content can be used.

Adam French, Founding Partner at Antedote said that the research required a deep understanding and consideration for its unique environment.

“This research required consideration of the Snapchat online environment.

“We did this, through immersion into the interactions of target groups, and an analysis of the triggers for connections, creation, sharing and viewing of content, which lasts only fleetingly, given the self-destructing nature of the Snapchat experience.

“While Snapchat appeals to users who don’t want to create even more breadcrumbs on their digital trail, targeted and intentioned research can assist businesses in understanding how the app’s transient nature is used for connection, and why.

Snap Dive achieved this, leading to its nomination for this award.”

Antedote has been nominated alongside Porsche and Deutsche Telekom.

The 2017 Awards will be held in Chicago, Illinios, on April 25 and 26, with the awards being judged by an international panel comprised of experienced market researchers, respected thought leaders in the field and MRMW Advisory Board members.

 

Apple and wearable tech: When being late to the game works in your favor

apple watch

Next Tuesday, Apple CEO Tim Cook will make the most important announcements of his tenure: the first set of major new products that won’t be largely credited to his legendary predecessor Steve Jobs.

It’s a hard act to follow. At least in the last ten years of his life, no person on the planet was more associated with innovation in computing technology than Jobs. This has led many to continually look at Apple to see if it’s falling off from prior greatness ever since his death, in part because Apple under Cook hasn’t introduced a new product category for the company, as Jobs did with the iPod, iPhone, and iPad. It looks like this run without a major new product category will come to an end on Tuesday with a long-anticipated smartwatch (I was among those who have been anticipating it), as well as the new iPhone 6.

As was the case in the run-up to the original iPhone, there are a few things very different about this announcement from Apple’s usual product launches:

1. Though everyone expects the iWatch to exist, it hasn’t appeared on the internet yet; the iPhone 6, by comparison, has been assembled and started up from replacement parts in many, many leaks.

2. Apple seems to be the last company on the planet to launch a smartwatch, following Pebble, LG, Motorola, Metawatch, Basis, Fitbit, Garmin, Sony, and Samsung (6 of them in the last year).

The latter point is the most interesting (the first just shows how serious about secrecy Apple can be when it wants to), largely because it raises the question: why is everyone so interested in Apple’s watch when you can buy dozens of others in the store today? Isn’t Apple late to the party? You bet they are. And they wouldn’t have it any other way.

For big innovations, that kind that adds tens of billions of dollars in annual revenue (as the iPhone and iPad have), Apple is almost always last to introduce their version. Mp3 players were around for at least 5 years before the iPod. Smartphones were rolled out more than 8 years before the iPhone. And Tablets were first shown by Microsoft in 2001, 9 years before the iPad. Heck, the original Macintosh wasn’t even Apple’s first graphical computer (that would be the Lisa), let alone the first one on the market. In each case, despite the wait, Apple’s versions of these products were the first to show the potential of the platforms.

Why does Apple do this? Because it allows Apple to let other people do some of its R&D for them, learn from the in-market failures, and then home in on the idea use cases that actually make the product worth people’s time. Ironically, Apple’s approach is very similar to the smartest thing Bill Gates has ever said, which is that the tech industry overestimates how different the world will look in two years and underestimates how different it can be in 10. This leads to unrealistic product plans in which cutting-edge technologies are expected to revolutionize everything on a short timeline. Apple understands it’s smarter to begin planning for about 10 years down the road — and maybe launch your products then — after the very first product of its kind comes to market.

Back to the smartwatch category. Guess when the first commercially available smartwatch with internet connectivity was released? That’s right. 2004.

As ever, Apple will be right on time to be fashionably late, and the new race to copy their approach will begin.

Unlocking the power of digital ethnography

Digital Ethno

Unlocking the power of digital ethnography, by Antedote’s Anne Lacey, explores the multiple dimensions of digital ethnography and the potential it has as a research tool. The article can be found on Core77.

Check out the excerpt below for a short preview and be sure to read on here.

“To gain to new insights and opportunities, we need to think and approach research differently. Digital ethnography can fuel new ideas and research approaches, as my colleagues at antedote and I have seen in the years since we designed and built a mobile and online tool for studies from the ground up. Although digital ethnography has become an umbrella term for a great many online qualitative research tools, we use it specifically to mean a lengthy study (a week or two to several months) with consumers via computer and/or mobile phone, comprised of a blend of observation, live experience-alongs, interviews and user-generated content. Though these elements are common to it, each study has custom elements to it, premised on one big idea: using cutting-edge technology to restore some of the original intent and benefits of ethnography.”

— Anne Lacey for Core77

Why Apple’s biggest news from WWDC flies under the radar

Apple just completed the keynote of its annual Worldwide Developer Conference in San Francisco, and it was a stunner. While some casual observers will question why no new hardware was rolled out at the event, this reflects a misunderstanding of the event — and of innovation, as well.

More than anything, WWDC is for developers, the creators of software that actually make the latest device worth buying. There are always previews of the consumer side of new operating systems for mobile and desktop, of course (this year, mainly focused around passing information from iPhone to Mac, photo sharing and integrating various bits of health data), but the event at its core is about the longer-term future. It’s about showing the tools and frameworks that could be made to build the next Uber or Airbnb.

And on this front, Apple delivered to a degree that was nothing short of breath-taking. The company demonstrated a new graphics layer called Metal that offers graphics performance within a breath of what the new PlayStation 4 and Xbox One can do on the iPad. They offered so-called extensibility, allowing multiple apps to talk directly to each other to make multi-tasking more useful and interesting.

Most important of all, they introduced Swift, a new programming language for iOS and Mac that radically simplifies coding. This means novices can learn to make apps more quickly, and that experienced ones can increase their efficiency and experiment more. It comes with a coding interface called Playground that allows for visual previews of what you’re coding to appear as soon as you finish typing it — making clear the often murky cause and effect relationship between code and outcomes that newbies often struggle to grasp (myself included).

The reason this is a big deal is not because I might finally learn to code (though I might) or because experienced app developers will be able to update what they’re working on quickly. What makes it exciting is what happens when kids raised on Swift begin launching apps built from the ground up to take advantage of its advances. In software, at least, there are no longer-term bets than new languages. Objective-C, which Swift is intended to replace, was first created in the early 1980s, but it didn’t pay dividends for Apple until the middle of the last decade.

Swift isn’t innovation that will increase revenue today or tomorrow. But it is the sort of innovation that ensures the company maintains its most important competitive advantage — its devices are easier and more fun to create apps for than the competition. It allows developers to focus more on what they’re making than how they’re making it, giving Apple’s users first-to-market and best-to-market experiences that are extremely hard to knock off.

There’s been a lot of speculation since Steve Jobs died about Apple’s ability to continue innovating. With Swift, it’s safe to say the DNA is alive, well, and kicking. And because it’s “just a programming language,” it will be ignored by pundits until it blossoms into the next big computing platform.

This Is How to Build an Interface for the Ultimate Smartwatch – from WIRED.com

Today we’ll be over at WIRED.com, with a different take on on what will propel wearable technology–specifically the smartwatch–into the future, written by antedote’s Pete Mortenson:

The fashion-will-fix-smartwatches narrative is a really compelling story. It’s also completely wrong — or, at minimum, flies in the face of decades of study about how new technologies get adopted. As documented by Everett Rodgers in The Diffusion of Innovations, no fundamentally new product type succeeds solely based on the fact that it’s attractive; it succeeds because it does something genuinely useful at a price point low enough that people don’t consider it a luxury. And then it becomes normal and even attractive because it was first useful…

For more on the future of more useful, practical, and innovative wearable technology, check out what Pete has to say on WIRED today and leave a comment.