14. 1,038 billion USA
UK
44
51
+79 million/year UAE
Spain 44
61
1 in 7 people Saudi Arabia 60
global penetration
Netherlands 43
Mexico 20
Japan 20
%
Germany 29
France 38
China 33
Canada 33
Brazil 14
Australia 52
15. 128 mins/day
every 7 mins
< everywhere
everything >
Taking photographs; 3%
Reading books; 7%
Internet;
Watching TV/films; 7% 19%
Text messaging; 8%
Checking SNS;
Checking/writing emails; 14%
9%
Making calls; Playing games;
10% Listening to 11%
music; 12%
26. AUGMENTED RESEARCH
IS TRYING TO CLOSE THIS GAP BY COMBINING
Q U A L I TAT I V E R E S E A R C H M E T H O D S W I T H
COMPUTATIONAL DATA PROCESSING OF BEHAVIOURAL
D ATA F R O M T H E W E B A N D T H E M O B I L E
31. WHATâS THE ADDED VALUE
TO MRX PROJECTS?
WE SET UP A LITTLE EXPERIMENT TO FIND OUT JUST THAT
32. active capture
LOGGING
 OF
 ACTIVITIES
Â
prompted response
SELF-ÂâREFLECTION,
 RICH
 CAPTURE
Â
mobile sensing
BEHAVIOURAL
 DATA
Â
33. EXP #1 HOW
 DO
 WE
 NAVIGATE
Â
OUTDOOR
 AND
 INDOOR
Â
EXPLORER SPACES?
 HOW
 DO
 WE
Â
FIND
 OUR
 WAY,
 WHEN
Â
DO
 WE
 FIND
 IT
Â
DIFFICULT,
 WHEN
 AND
Â
WHY
 DO
 WE
 GET
 LOST
Â
34. GO
 TO
 THE
 VICTORIA
 &
Â
EXP #1 ALBERT
 MUSEUM.
Â
Â
MISSION SOMEONE
 WILL
 BE
 WAITNG
Â
FOR
 YOU
 AT
 12.15
Â
Â
ON
 THE
 6TH
 LEVEL,
 CERAMICS
Â
SECTION,
 ROOM
 136.
Â
35. EXP #1 USE
 THE
 CAMERA
 ON
 YOUR
 PHONE
Â
TO
 DOCUMENT
 THE
 THINGS
 YOU
Â
MISSION USED
 TO
 NAVIGATE
 AROUND.
Â
Â
TELL
 US
 THE
 STORY
 OF
 YOUR
Â
JOURNEY
 USING
 THE
 PICTURES.
Â
Â
CAPTURE
 13
 PROBES
 THROUGH
Â
THE
 SMARTPHONE
 INCLUDING
Â
LOCATION,
 ORIENTATION,
 CALL
Â
LOG,
 RUNNING
 APPS.
Â
Â
37. Images
EXP #1
Location
Call Log
THE DATA SMS Log
Bluetooth
THE
 PICTURES
Â
Accelerometer
AS
 TEMPORAL
Â
Gyroscope AND
 SPATIAL
Â
Orientation MARKERS
 OF
Â
THE
 JOURNEY
Â
Activity
Running Apps
Battery
Screen
Browser Searches
38. REALLY
 SIGNIFICANT
 LOCATIONS
Â
HESITATION
 AT
 ENTRANCES
Â
CUE
 EFFECTIVENESS
Â
RE-ÂâNEGOTIATION
Â
MANAGING
 UNCERTAINTY
Â
39. RICH DATA
PHYSICAL CONTEXT
SOCIAL CONTEXT
BEHAVIOURAL PROFILE
QUANTITAVIVE VALIDATION