Follow-up study for T-Mobile

Following on a previous study for T-Mobile in April, we worked with the client team again in June to test the ideas for new mobile internet services that were developed in response to the results of the first exploratory research. The aim of the second, follow-up research project was to explore if the service concepts are indeed attractive and relevant to the lives of a new group of research participants, and also to further elaborate on the service concepts together with the participants.

To visualise and explain the service concepts, a set of experience prototypes was produced by the client team in collaboration with us. During the research sessions in Berlin and London these prototypes were used to discuss the use of the services with the participants, and to invite them to add new elements to the prototypes eleborating on aspects such as context of use, special requirements and potential concerns.

A multi-disciplinary team from T-Mobile was present during the research sessions. This enabled them to hear participants’ responses to the services and to engage with them in conversation, guided by the research team. During analysis the data from both research sessions in Berlin and London was synthesised into an integrated report.

Throughout the project there has been a continuous and close collaboration with the client team. Every step in the research preparations, data collection, analysis and reporting was conducted in as a joint effort. Apart from being very pleasant, this also has had a positive effect on the quality of the process and the final results. We are in the process of writing a joint white paper on the methodology used in the various stages of this research project, with a focus on how films by participants were particularly beneficial as ‘sticky information’ that was present from the initial immersion research right into concept development.

The previous exploratory study in April was conducted in collaboration with Spur, our German/Japanese partner in the Reach network. Details about this study can be found on the Reach website. Spur also worked with the client team in Berlin for the development of the new services concepts.

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