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Tuesday, May 7 • 2:30pm - 3:00pm
Beneath the Surface: Uncovering the Hidden Motivators of Mobile Users

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In a groundbreaking study, AOL and BBDO partnered with InsightsNow to answer the pressing question “What should we be doing on mobile?” To get beneath the surface and unearth the underlying motivations of mobile users, we deployed a groundbreaking three-pillared approach that combined mobile, metered data, a primary ethnography study and a quantitative survey. This research provided strategic clarity into why consumers behave the way they do and uncovered several insights that run counter to the traditional view of the mobile space. In this session, we’ll describe this innovative approach and counterintuitive findings that emerged.


Speakers
avatar for Denise Brien

Denise Brien

Director, Consumer Analytics & Research, AOL
Denise is responsible for bringing the voice of the consumer to decision makers in Products, Marketing, and Sales. She has worked in market research for 15 years and has extensive experience leading custom quantitative and qualitative research. Denise serves on the board of the AMA’s Market Research Council and on the IAB Research Council.


Tuesday May 7, 2013 2:30pm - 3:00pm
Studio Theatre - Metheny Stage First Floor

Attendees (6)