What is the emotional relationship people truly have with the mobile space and how they make meaning there? To answer this, Google conducted an anthropological study to gain a better understanding of how people feel about, relate to and find meaning in the mobile space, and how brands can engage their consumers in more emotionally resonant and impactful ways.
“We hired an anthropologist to interview dozens of ordinary mobile device owners and observe them as they interacted with their smartphones. The first thing we found is that the phone’s pocket size is anything but a flaw — in fact, it’s the key to understanding what it really means.
Anthropology teaches us that in every culture, miniatures possess the power to unlock imaginations. Whether it’s a dollhouse, toy truck, or some other tiny talisman, miniatures look and feel real, but their size gives us the permission to suspend disbelief, daydream, and play. Remember The Nutcracker? In between pirouettes, a toy nutcracker comes to life, defeats an evil mouse, and whisks the heroine away to a magical kingdom. That, in a nutshell, is the story we implicitly tell ourselves about our miniature computers — one of youth, freedom, and possessing the key to a much larger world.
“Because it’s in my pocket I somehow squeeze this time in for various things — and only because I think it just sits in my pocket,” one of our subjects told us.
The screens may be small, but they serve as gateways to the gigantic. We see this power manifest in insights gleaned from the anthropologist’s observations. Our mobile devices help us fully actualize our best self, or what we call the Quicksilver Self; they engage us to create a shared culture, the New Tribalism; and they help us to make sense of the physical world around us, an act we describe as Placemaking. Understanding the deeper levels at which individuals, customers, are finding meaning in mobile will enable marketers to put this powerful medium to its best use.”
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Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]
Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.
Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]
Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]
In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]