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Mobile Video Research: Innovation Game Changer


Cornyn Interview Still
Food Vision 2014, Cannes, France — Chris Cornyn, founder and president of DINE Marketing, used MindSwarms to demonstrate how mobile video research is a game changer for product and marketing innovation.
 
Based on his experience, Cornyn believes that to be successful in the food world, producers must satisfy 5 consumer need states — more states than in any other industry. This includes touching upon a consumers’ functional, emotional, nutritional, social, and cultural need states.
 

According to Cornyn, “The only way to get insight into consumers food behaviors like these is to go where they eat, buy and consume food. Only mobile can do this. How else can you get insight from people eating in cars, shopping in stores and preparing food at home? We can be at a consumers breakfast table, in their pantry and with them shopping with mobile. That is priceless.”
 
In a post-presentation interview, Cornyn compares mobile video interviews to focus groups and in-depth-interviews, and highlights the enormous time and financial savings of mobile research. Instead of relegating consumer insights to the final phases of product innovation, Cornyn suggests that consumer insight data collection should occur early and often. When using mobile video research services like MindSwarms the relative cost is low, and responses can be collected almost immediately from anywhere in the world; given this, companies can now feasibly embed consumer insights research into their entire innovation process.

 
In his Food Vision 2014 presentation, Cornyn shows a MindSwarms video of Xin, a young woman in China discussing a brand of frozen pizza in her local supermarket. Instead of flying a team out to China to recruit the right consumer and videotape the interview, MindSwarms was able to find her online and capture her thoughts and feelings about the product on video — within a matter of hours.
 
Here’s Xin’s video (translation below):
 

 

This product is the one that I would never buy for sure. There are a couple of reasons. Well first I think Pizza is something that you eat in a western-style restaurant. I feel like it’s just weird to cook Pizza at home. Second, I think Pizza should be served freshly, but this one is packaged, and I guess you need to microwave heat it before you eat. That way I feel like the ingredient is not fresh at all. Also you see the name of the brand, is called “Chao-Xiang-Cun” (meaning Aroma Village). It sounds like something from rural China, yet they sell Italian Pizza — I just feel it something knockoff. You see the name is Italian Toscano, while it should be Tuscany. It’s just really weird, the name, its positioning and branding, everything just didn’t work out. And the picture as well, looks like plastic, just destroyed my appetite.

 
For a couple more examples, see Rob and Li showing the food products feed their children when they’re in the car, on the go:
 

 
Thanks to the ubiquity of the smartphone, it is now possible for companies to collect immediate feedback, from consumers anywhere, during the entire course of the innovation process. According to Cornyn, “Mobile insights in my opinion created the most successful food products in the world.”
 
Have an idea for how MindSwarms can complement your R&D? Get in touch!

 


 

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