Research that sparks

Research that sparks

It was 1876 and Alexander Graham Bell was pitching his start-up. He offered Western Union his telephone technology for a rumored $100,000. The company dismissed it as ‘an electrical toy‘. The quote, although recently challenged for its authenticity, is an accurate reflection of the factors that drive product adoption. What is recognizable speech if not product readiness, telephone devices in every city, a means of distribution and the question of why anyone would use it – that of shifting consumer habits?
Fast forward 130 years and the questions are the same about video communications. Video communications are nothing new. The goal of making it easier to see the person you’re talking to is a consistent theme in telephony. And yet by far the fastest growing communication method in the last 50 years has been short, asynchronous text messaging, with WhatsApp alone generating 18.3 trillion messages annually and an aggregated SMS volume at 8.16 trillion. So why is video communication not mainstream yet and what can we do to accelerate its adoption? In this paper we challenge 6 research myths based on the learnings from a Telefonica case study.

Request your download

Read more on our blog

MomvsMom

Let's (moderator) network!

Imagine a research community with 50 moms, talking about the well-being of their children, their daily worries and their occupations….

Involving consumers in your product development: Two phases and six cases

Last month’s issue of Research magazine illustrates how brands are using consumer communities and co-creation to develop strategies, products and…

Clash of the Titans – Online vs In-Person Qualitative Research

The next generation of online qualitative research has emerged. The majority of people in the developed world are now using…