Using Mobile as an Instrument to Affect Behavior
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This document provides an overview of research on using mobile devices to trigger and influence behaviors. It discusses how companies are trying to understand customer behaviors and how smartphones and tablets are becoming more prevalent. The objectives are to examine how mobile instruments can be used to affect behaviors of prospects, customers, and employees. It outlines strategies like gamification, behavioral economics, and persuasive technologies. Mobile capabilities that could enable behavior change are discussed, such as location-based services and artificial intelligence. Guidelines and case studies on effective behavior change strategies using mobile will be provided to members of the Wireless Innovation Council.
Using Mobile as an Instrument to Affect Behavior
- 1. Using Mobile as an Instrument to Trigger, Enable and Reinforce Behaviors - Overview of Research for Wireless Innovation Council March 26, 2012 Dr. Phil Hendrix Founder and Director, immr and GigaOm Pro Analyst www.immr.org 1 (770) 612-1488 phil.hendrix@immr.org 1 Permission granted to cite, copy and distribute with attribution
- 2. So What’s all the Hype about? 2 Permission granted to cite, copy and distribute with attribution
- 3. Companies Trying to Understand, Shape Behaviors Volume of Google Searches – 2007 – 2011 Gamification Behavioral Economics Neuromarketing User Experience 3 Permission granted to cite, copy and distribute with attribution
- 4. Especially Customer Behaviors Illustrative List of Customer Behaviors 4 Permission granted to cite, copy and distribute with attribution
- 5. Smartphones becoming Dominant 5 Permission granted to cite, copy and distribute with attribution
- 6. More Tablets sold than PCs by end of next year 6 Permission granted to cite, copy and distribute with attribution
- 7. Overview and Research Objectives Behavior To Mobile Instruments + Change Affect Strategies Behavior Devices Prospects Gamification Customers Apps Behavioral Economics Employees Internet Persuasive Technologies Choice Cloud Architecture Mobile Neuromarketing Capabilities 7 Permission granted to cite, copy and distribute with attribution
- 8. Another View of Customers’ Behaviors Shopping/Buying Consuming Discover Compare Buy Use Needs/ Products, Products Products, Wants, Brands, and Services, Solutions Merchants Services Media† Interacting, Sharing, and Communicating with Other Customers †Including POEM (Paid, Owned, and Earned (e.g., Social) Media) 8 Permission granted to cite, copy and distribute with attribution
- 9. Mobile Capabilities Relevant to Behavior Change – Examples Mobile Devices/ SoLoMo Ambient Intelligence Mobile Apps (Social+Local+Mobile) Connections 9 Permission granted to cite, copy and distribute with attribution
- 10. Strategies Come Together across Three Dimensions Target Behaviors Behavior Guidelines Change and Strategies Recommendations Mobile Instruments 10 Permission granted to cite, copy and distribute with attribution
- 11. Deliverables and Benefits for WIC Members Behavior Change Concepts, Tools Relevant Mobile Instruments Summary of key Behavior Change Mobile Capabilities Influencing Behavior theories and concepts Devices Sensors Links to key resources - Sources, conferences Context aware Artificial - Biography (articles, books) Intelligence - Links to experts and blogs Augmented Reality Mindful Apps - Tools, solutions and providers Case Examples Recommendations, Guidelines Case studies: Which behaviors can mobile instruments • Target audience most affect? • Behavioral objective What are the most effective Behavior Change strategies? • Behavioral strategies employed What is the “readiness” of selected • Mobile capabilities leveraged mobile capabilities (e.g., AI, AR, etc.)? • Results achieved How can organizations build mobile • Lessons learned behavior change capabilities? 11 Permission granted to cite, copy and distribute with attribution
- 12. WIC Member Participation Other Participation Lead Advisers Members Identify key behaviors your organization wishes to affect with mobile instruments Provide input, feedback on Behavior Change strategies, frameworks Identify, facilitate access to case studies (own, other companies) Preview, comment on draft(s) of report Other involvement TBD 12 Permission granted to cite, copy and distribute with attribution
- 13. Related immr Research Reports Consumers’ Digital Signals, Structure:Data Conf., NYC, March 21-22 Social Mobile Payments Conf., Orlando, April 11-12 Conferences What’s in your Wallet, Social-Loco, San Francisco, May 10 The Era of SoLoMo, iMedia Agency Summit, Colorado Springs, May 20-23 13 Permission granted to cite, copy and distribute with attribution