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. WHAT’S THE ADDED VALUE
TO MRX PROJECTS?
WE SET UP A LITTLE EXPERIMENT TO FIND OUT JUST THAT
32. active capture
LOGGING
OF
ACTIVITIES
prompted response
SELF-‐REFLECTION,
RICH
CAPTURE
mobile sensing
BEHAVIOURAL
DATA
33. EXP #1 HOW
DO
WE
NAVIGATE
OUTDOOR
AND
INDOOR
EXPLORER SPACES?
HOW
DO
WE
FIND
OUR
WAY,
WHEN
DO
WE
FIND
IT
DIFFICULT,
WHEN
AND
WHY
DO
WE
GET
LOST
34. GO
TO
THE
VICTORIA
&
EXP #1 ALBERT
MUSEUM.
MISSION SOMEONE
WILL
BE
WAITNG
FOR
YOU
AT
12.15
ON
THE
6TH
LEVEL,
CERAMICS
SECTION,
ROOM
136.
35. EXP #1 USE
THE
CAMERA
ON
YOUR
PHONE
TO
DOCUMENT
THE
THINGS
YOU
MISSION USED
TO
NAVIGATE
AROUND.
TELL
US
THE
STORY
OF
YOUR
JOURNEY
USING
THE
PICTURES.
CAPTURE
13
PROBES
THROUGH
THE
SMARTPHONE
INCLUDING
LOCATION,
ORIENTATION,
CALL
LOG,
RUNNING
APPS.
37. Images
EXP #1
Location
Call Log
THE DATA SMS Log
Bluetooth
THE
PICTURES
Accelerometer
AS
TEMPORAL
Gyroscope AND
SPATIAL
Orientation MARKERS
OF
THE
JOURNEY
Activity
Running Apps
Battery
Screen
Browser Searches