Latitude Research° » Kadley Gosselin

The Purchase Loop: an About.com Study with Latitude

Kadley Gosselin — Mon, 18 Mar 2013 16:56:00 +0000

Recently, we partnered with About.com on a thought leadership study, The Purchase Loop, which sought to debunk the traditional idea of a linear purchase path, and re-draw it to reflect modern consumers’ behaviors more accurately. Due to the growing accessibility of web and mobile information, shoppers no longer follow a predictable journey from discovery to purchase; instead, they pass through purchase behaviors in a loop or web fashion, which may require a greater number of “stops” along the way—but allows purchases to happen more quickly, thanks to the instant, streamlined nature of mobile shopping. The Purchase Loop comes as the third in a trilogy of studies focused on understanding and redefining consumers’ relationships with brands, presenting new opportunities for advertisers in a variety of categories, including automotive, fashion, CPG, and many more.

“With the rise of mobile and social, along with the sheer volume of information available online, the path to purchase has radically shifted for consumers and smart marketers are taking note,” says Laura Salant, Director of Research for About.com. “The information in this study allows marketers to understand how they can walk specific paths with consumers and add value throughout these behaviors – keeping their brands in consumers’ consideration every step of the way.”

We reconfigured the purchase path through an exploration of shoppers’ needs and motivations, rather than just the series of actions that ultimately lead to purchase; 87% of people agree that there’s more to their buying decisions today than just “exploring options and purchasing,” while 68% say, “it’s more about me – what I’m feeling or needing.”

“The road to purchase is no longer linear,” says Neela Sakaria, EVP of Latitude. “To address that and to truly understand what drives people, we used a combination of generative and reflective techniques. We found that the variation in consumers’ needs at each stage creates new opportunities for marketers to reach people in meaningful and interesting ways.“

Methodology

The Purchase Loop explored the needs and behaviors of 1600 smartphone owners, ages 18-54 using a combination of creative qualitative and quantitative techniques:

Phase 1: Mapping the Loop – Immersive Online Activities with both quantitative and generative elements, designed to uncover new shopping behaviors as a result of mobile information access, and to map the new path (or “loop”) to purchase (n=600).
Phase 2: Quantifying Behaviors & Opportunities – Full-Scale Quantitative Survey designed to test, refine, and measure the “loop” amongst a larger audience, and identify related opportunities for marketers (n=1000).
Phase 3 – Welcome to the Purchase Loop – Insight Reel™ was professionally produced using HD footage from immersive in-person ethnographies and key insights from the quantitative survey.

The 6 Behaviors of the Purchase Loop

Openness – Brands, products and services are consciously or subconsciously on shoppers’ radars even before they take any action, meaning that people are always in a state of openness towards new experiences.
Realized want or need – Triggers such as an email from a brand, a friend’s recommendation or a particular moment on a TV show act as catalysts, provoking people to look actively for products or services.
Learning and education – Having all of the detailed information about a prospective purchase, such as a sense of personal fit or expert opinions, before moving forward is key.
Seeking ideas and inspiration – Shoppers receive inspiration and ideas for new purchases from a growing list of sources (e.g., brands, media, friends, etc.), which are powerful purchase catalysts.
Research and vetting – Shoppers compare, search for deals or coupons, read reviews, and consider their own personal needs before committing to a purchase.
Post-purchase evaluation and expansion – The loop doesn’t close at purchase; it continues as shoppers share and review their experiences, which can often send shoppers into other purchase loops by renewing openness to the brand and interest in related products.

Navigating the Purchase Loop Across Platforms

The growing presence of mobile commerce has changed how shoppers actually navigate each stage of the purchase loop. For example, tablets are better aligned with “Openness” and “Learning/Education,” while television is the most influential for “Ideas & Inspiration.” There are additional nuances depending on the type of purchase, the cost, and other factors.

Read the press release here.
Download the report here.

The Purchase Loop was part three in a trilogy of thought leader studies conducted by Latitude for About.com.

Learn more about Latitude’s signature thought leader offering and our retail expertise, including our latest study, Next-Gen Retail: Mobile and Beyond. We’re now accepting thought leadership projects for Q2 & Q3 2013. Visit us on the Web or email nsakaria@latd.com for more information.

“Future Requests” for Connected Retail Spaces

Kadley Gosselin — Wed, 30 Jan 2013 19:44:47 +0000

Download the study report for Next-Gen Retail: Mobile and Beyond.

There’s no question that online and mobile shopping are becoming increasingly ubiquitous. However, traditional brick and mortar stores still have a leg up in many respects: the ability to “try” products in person, instant access to purchases, social opportunities, and so on.

Click here to view a larger version.

Despite those advantages, shoppers have begun to expect that digital information will be infused into these physical experiences; 36% are already using smartphones and even tablets (21%) while shopping in stores.

With that in mind, Latitude conducted an innovation study during the course of 2012: Next-Gen Retail: Mobile and Beyond, which explores how shoppers use mobile devices to enhance their shopping endeavors (both online and offline) currently—and how they’d like to in the future. More than 900 smartphone-enabled shoppers in the U.S. and U.K. participated in the study, reacting to various future shopping concepts and generating their own. Much of what we heard involved the integration of digital information into physical stores (e.g., a color-matching app for colorblind—or just color-challenged—shoppers, virtual fitting rooms, personalized recommendations, etc.). In fact, seventy-nine percent of participants were interested in the possibility of having digital content delivered to their mobile phones while shopping in a store.

The infographic below displays the most popular digital enhancements that shoppers would like to see made to in-store retail, as well as the needs underlying these future requests:

Click here to view a larger version. Infographic created by Latitude in collaboration with FFunction, (cc) some rights reserved.

How can mobile information improve the in-store shopping experience?

Make it More Efficient: Not surprisingly, shoppers want to streamline the in-store process and eliminate frustrations like having to wait in line. Self-checkout machines have quickly become a mainstay at food and discount retail locations, but they still haven’t been widely adopted amongst other retail categories. Moreover, the portability and ubiquity of mobile devices creates an opportunity for all retailers to provide this feature (i.e., scan and check-out via smartphone) without the cost of special or unsightly hardware. An overwhelming 95% of participants agreed that they would be interested in an app or service that would allow them to scan products while shopping and check-out via their own devices.
Apps like QThru are slowly becoming available at US grocers and at big, multi-national players like Wal-Mart— which is currently testing the Scan & Go app. In addition, Wal-Mart’s mobile app features “in-store mode”, which satisfies a number of participants’ future requests. The app uses shoppers’ locations in the store to provide details and promotions, offers interactive maps to assist with store navigation, and allows shoppers to make voice responsive lists.
Provide Product Information: When it comes to in-store shopping, reading labels or scouring Google for detailed product information, use cases, or reviews can be a consuming yet crucial part of the purchase process. Ninety-four percent of participants expressed interest in a mobile app or site for easy product or price comparisons, while 79% of participants said they would like access to demo videos about the products they’re browsing in store (via QR codes, for example). Retailers like Office Depot and Macy’s are responding to shoppers’ needs by offering expert tips and videos at the critical, decision-making moment.
Highlight Deals: Participants in our study cited saving time over saving money as a reason to shop via mobile. Despite this, finding the best deal is undoubtedly a high priority, with 92% of participants wanting to receive deals via mobile while shopping in a store. Groupon recently announced the acquisition of Glassmap, a social news feed based on location, most likely as an avenue to user data that could help Groupon deliver more targeted deals based on time, location, personal preferences and social buzz-worthiness. Target also recently announced a new price-matching policy: “If a guest buys a qualifying item at a Target store and then finds an identical item for less in the following week’s Target circular, or within seven days on Target.com, Amazon.com, Walmart.com, Bestbuy.com or Toysrus.com, or in a local competitor’s printed ad, Target will match the price.” This policy is likely to appeal to deal-craving shoppers who are routinely using mobile devices to find more competitive prices, even after they’ve completed a purchase.

Jorge Gonzalez

What Shoppers Want: Study Investigates Opportunities for Mobile-Enhanced Retail

Kadley Gosselin — Sun, 09 Dec 2012 14:13:00 +0000

Download the study report for Next-Gen Retail: Mobile & Beyond.

Mobile information is reinventing shopping, both in-store and online. Recently, in anticipation of the holiday season, Google plotted indoor maps for thousands of retail locations worldwide to ease the frustration of navigating physical stores, while FaceCake’s Swivel technology is aiming to bypass the hassle of trying on clothes entirely with its virtual dressing room. And those are only a couple examples.

Given the rapidly evolving nature of retail, Latitude launched a study to understand better what shoppers want now and in the near future, as well as the need states underlying these desires. The study found that smartphones and tablets aren’t just making shopping more convenient and real-time; they’re fundamentally changing how people think about shopping and, by extension, their everyday lives. Mobile shopping makes people feel more relaxed, productive and informed, as well as more open-minded and receptive to discovering new things.

About the Research

The study included a survey of 909 smartphone owners, ages 20-59, from the U.S. and the U.K. Sixty-five percent also owned tablets, making them “dual owners.” The survey assessed shoppers’ mindsets, motivations, current behaviors and unmet needs around both online and physical retail. Alongside the survey, Latitude also conducted a separate generative, online activity to collect participants’ “future requests” for new ways to enhance their shopping experiences.

Select Key Findings from the Study Include:

Mobile Makes Us Smarter, Faster, Better at Shopping—and Life. Not surprisingly, saving time and money are key drivers of mobile shopping, but motivations do vary. For example, women tend to appreciate aspects of mobile that lead to more “productive” shopping; they are significantly more likely than men to go mobile because it eliminates waiting in line and because it’s something they can do while multi-tasking. On the other hand, men are attracted to mobile because it streamlines shopping by offering better-curated options—which means fewer items to sift through.

However, the perks of mobile shopping extend beyond just retail experiences. The vast majority (88%) of people agree that having a mobile device with real-time information makes them more spontaneous with shopping and, in general, more open to discovering new things.
In-Store Retail Should Tech Up. Shoppers are craving more from their in-store shopping experiences; they see possibilities to infuse physical stores with mobile and other connected technologies—to offer product information, mitigate frustrations (e.g., waiting in the check-out line), personalize the experience, and so on. Seventy-nine percent of participants are interested in having digital content (e.g., demo videos, product recommendations, information about a product’s origin, etc.) delivered to their mobile phones while shopping in a store.

Click here to view a larger version. Infographic created by Latitude in collaboration with FFunction, (cc) some rights reserved.

A Great Mobile Experience is a Must-Have. Sixty-one percent of people have a better opinion of brands when they offer a good mobile experience. Developers should avoid the major pitfalls that are likely to render an app “delete-worthy,” which include replicating the normal website (i.e., not offering a tailored experience), hogging precious storage space on devices, and skimping on important features, among others. “A lot of shopping apps have too big of a footprint; that is, they’re too clunky, intrusive, or ad-heavy relative to how much value they deliver,” says one study participant. “They need to offer an experience that justifies taking up storage space on my phone.”

Click here to view a larger version. Infographic created by Latitude in collaboration with FFunction, (cc) some rights reserved.

Mobile Transactions are Gaining Traction. Not surprisingly, younger generations are leading the charge when it comes to transacting from their mobile devices. Smartphones are selected more often than laptops as a favorite purchasing platform by 20-29 year-olds.
Pushing beyond occasional purchasing from their smartphones, shoppers of all ages are looking for a more comprehensive mobile payment platform. Eighty percent are interested in a “mobile wallet”—particularly if it enables them to skip on carrying cash or credit cards entirely.

Additional Findings:

63% of people expect to be doing more shopping on their mobile devices over the next couple years. (Only 3% expect to be doing less.)
81% of smartphone owners agree, “because I have a mobile device, I am constantly shopping.”
85% reported that being able to shop on mobile devices increases the likelihood of actually making a purchase.
50% say that a well-executed, location-aware mobile alert makes them more likely to visit the store soon.
60% of smartphone owners have used a mobile device while shopping in a store.

To explore more insights and opportunities, download the full study report for Next-Gen Retail: Mobile & Beyond.

Study Architect & Lead Designer:
Kadley Gosselin, Content & Communications Manager

Study Architect & Lead Writer:
Kim Gaskins, Director of Content Development

Supporting Analyst:
Natalie Stehfest, Senior Research Analyst

Editorial Oversight:
Neela Sakaria, EVP/Managing Director

Latitude is an international research consultancy helping clients create engaging content, software and technology that harness the possibilities of the digital world. To learn more about working with Latitude, fill out this form or send an email to info@latd.com.

This Week in Next-Gen Shopping: Apple’s Passbook, Laying Groundwork for a Digital Wallet?

Kadley Gosselin — Tue, 18 Sep 2012 21:47:18 +0000

Apple’s mobile ticket and voucher storage app, Passbook, will become available with the launch of iOS 6 this week. It will largely function as a meatier version of brand loyalty and coupon apps like KeyRing or Cardstar but, going further, it will also serve as a ticket holder, a payment platform (in some cases) and, most importantly, a new kind of B2C messaging platform.

What Passbook Does

Stores and organizes all tickets, loyalty cards, vouchers and coupons in one central location
Serves as a “digital wallet” in that users can pay with their Passbook if they’re storing gift cards or pre-loaded payment cards (e.g., a Starbucks card) there
Displays appropriate ticket or voucher on the lock screen whenever the device is in close physical proximity to offline retail stores and other brand-relevant locations (e.g., mobile boarding passes will appear on your iPhone’s lock screen when you arrive at the airport, your BestBuy gift card will pop up when you walk by a BestBuy location, etc.)
Alerts users of important related information (e.g., if your gate changes at the airport after you’ve checked in for your flight, Passbook will notify you that you’ll need to move, if your BestBuy gift card is going to expire tomorrow then you’ll receive an alert, etc.)
Serves as a gateway for targeted brand communications

A New B2C Messaging System

Passbook will provide brands with a new channel through which to send highly relevant, time- and location-based messaging to their users. It will also create a new avenue for driving in-store traffic, by providing coupons that need to be redeemed through in-store purchases or by reminding customers that their coupon or gift card will expire. And Passbook resides in a device that millions of consumers are already familiar with and using constantly— in other words, Passbook eliminates the need to download dozens of brand-specific apps, removing hassle (and increasing usage). That said, businesses would do well to take a thoughtful (and creative) approach to Passbook’s time and location integration, favoring relevance and personal value over volume and spam.

A Step Towards the Digital Wallet?

Many participants in our own Next-Gen Retail study told us that they’d like functionality similar to Passbook. (Some of our participants’ ideas are detailed in this related infographic. The full study findings will be available this fall—sign up to be notified by e-mail when they’re available.)

While it lacks NFC, Passbook will surely serve as a way for people to get comfortable and practiced with a technology that’s similar to a digital wallet. Already developers are hard at work writing and designing apps to enhance experiences with Passbook, such as Loyaldash, which will keep track of points amongst loyalty programs and available upgrades, adding a deeper layer of organization and efficiency to Passbook’s existing value.

Header image courtesy of mroach.

KIDS Vision Book: A Collection of Children’s Ideas for the Future of Technology

Kadley Gosselin — Thu, 13 Sep 2012 20:41:09 +0000

Our Work with Kids

Over the past few years, Latitude has taken a unique stance when it comes to children and technology: young people shouldn’t be merely passive recipients of media and technology, as they’re often thought to be—rather, they should be active participants in imagining and creating the future of the Web. Why? Because “digital natives” have a more intuitive relationship with new technologies than many adults have, and because they have different expectations about technology. They instinctively expect it to respond to them in very human-like ways—to motivate and empower them, often serving as a sort of companion, rather than merely a tool for solving specific problems. While many adults think about technology as separate from humanness, kids tend to think of it as fundamentally human.

For these reasons, we at Latitude believe that kids can be valuable contributors when it comes to thinking about possible futures for technology. Over the past few years, we’ve conducted several open innovation studies with children across 6 continents for the purposes of asking young people these impotant questions: Where should the Web take us? How can technology help us learn, play, and live better?

The Book: KIDS Vision

Recently, Latitude took its first step into book publishing, producing a colorful compilation of the ideas we’ve collected from children over time about the future of technology. These ideas were imagined and illustrated by 549 kid innovators from around the world.

The book features concepts ranging from humanoid robots that offer homework help, to solar-powered laptops, to teleportation devices. KIDS Vision also includes brief commentary from a few bright thinkers on the subjects of play-based learning, technology as a gateway to creativity, and the connective power of technology.

KIDS Vision is now for sale in hard copy and e-version (PDF).

Latitude will donate 15% of all e-book proceeds to One Laptop per Child.

Hard Copy: $15Product Details
Paperback: 62 pages

Publisher: Latitude

Product Dimensions: 7.5 x 7.5 x 0.2 inches

Shipping Weight: 7.6 ounces
E-Version: $5Product Details
PDF: 62 pages

Publisher: Latitude
Package: $18Product Details
Package includes one hard copy paperback and one PDF download.

KIDS Vision: Imagining Possible Futures for Technology Sample

Latitude is an international research consultancy helping clients create engaging content, software and technology that harness the possibilities of the Web. To learn more about working with Latitude, fill out this form or send an email to info@latd.com.

Today’s Connected Traveler: a USA TODAY Study with Latitude

Kadley Gosselin — Tue, 14 Aug 2012 16:22:51 +0000

USA TODAY recently released the results of Today’s Connected Traveler, a thought leadership study conducted in partnership with Latitude. The study provides a look into travelers’ motivations and preferences for following news across multiple platforms and in various life contexts, finding that print newspapers are still a cornerstone for today’s travelers. The research also highlighted the unique value of print when combined with digital platforms, and offered related opportunities and best practices for advertisers.

The study included a quantitative online survey with 1,631 business and leisure travelers, a qual/quant hybrid panel of 100 travelers who generated ideas for new and innovative news offerings, and in-depth interviews with a subset of participants. Latitude also created an Insight Reel™—a professionally produced mini-documentary—melding quantitative insights with interview footage to bring opportunities to life.

“The hybrid techniques used in this research allowed us to uncover a rich and holistic story about the role of news when people travel; we found that news content (particularly USA TODAY) gives travelers a sense of community and connection, and even luxury while they’re on the road. In a multi-platform environment, each format has the potential to contribute to this in a unique and highly relevant way.”

News is Critical for Feeling Connected

1 in 2 follow news more when traveling compared to when at home
86% of all travelers read a newspaper while travelling
77% say that news help them stay in the loop so they don’t feel disconnected from what’s going on
62% say that news connects them to issues and people across the country

In Today’s Multi-Platform World, Print is Still Popular

87% of regular smartphone or tablet users still appreciate the convenience of the print version at a hotel
77% said they prefer to have a complimentary paper delivered to their room
85% of hotel guests read USA TODAY at some point during their hotel stay

“Consumer insights about travelers are essential to how we produce content, how we work with our partners and to how we provide media and marketing solutions for marketers. USA TODAY has been an essential part of the travel experience for almost 30 years now. The on-the-go, connected traveler is a valuable and hard to reach consumer and we are pleased that this study can provide some unique insights into how they consume news and information in this vast media landscape. More than ever, travelers want news delivered to them exactly when and how they want it, wherever they are in their travels,” said Sandra Micek, senior vice president of marketing for USA TODAY.

Recent Study Press

Header image courtesy of Watzki Burt

L1: What Next-Gen Shoppers Really Want [Infographic]

Kadley Gosselin — Mon, 09 Jul 2012 22:52:13 +0000

Latitude’s Next-Gen Retail study will be published in December 2012. Sign up to be notified by e-mail when findings are available.

Latitude’s L¹ activities are designed to let individuals engage with us in playful, “bite-sized” ways, providing us with ongoing data streams which will offer snapshots of how people all over the world are using the Web—and how the Web is changing the way we live. We’ll continue to add new, interesting ways for you to engage with us and become an active contributor to our research. Check back at latd.com for L¹ findings or connect with us on Twitter and Facebook.

Increasingly, shoppers expect mobile information to connect the shopping they do from their mobile devices to their in-store endeavors, enhancing, personalizing, and streamlining the entire process. A recent survey found that retailers are coming to realize the need to marry remote and in-store shopping, primarily by “tech-ing up.” According to the study, three in four US retailers agree that “developing a more engaging in-store customer experience is going to be critical to their business in the next 5 years.”

As part of one of our current studies on the future of next-gen retail we conducted an idea generation activity using the image tagging tool, ThingLink, to explore how people expect and desire mobile information to enhance their shopping experiences and to help them discover new things. Latitude was able distill participants’ “future requests” down into four need state categories, which can be satisfied by four corresponding mobile “team members” (personified mobile apps or features) that could address shoppers’ needs at various times.

Infographic created by Latitude, (cc) some rights reserved. Click here to view a larger version.

Next-Gen Retail Needs

Subject Expert (The Need: “Professional” Expertise)
A number of participants suggested apps or features that would provide them with expert knowledge to help inform their purchasing decisions. When it comes to shopping and enabling discoveries, mobile information should be thought of as more than just traditional advertising. Most people cited a need for inspiration or confirmation of their purchasing decisions from someone in-the-know. Retailers should fill this gap by stepping in to provide relevant access to “expertise” at the right moment.
Stylist (The Need: Personalization)
The information that retailers provide should be as personalized as possible, online but also in-store (e.g., depending on where you are in the store, for example). A recent survey predicts that almost half of retailers plan to provide personalized product information to shoppers’ smartphones based on previous behavior, within the next 5 years. Taking this opportunity even further, one participant in our activity suggested, “I want an automated system to take a photo of everything I’m wearing at the moment I walk in the store and then suggest a route tailored to similar items.”
Assistant (The Need: Efficiency)
While information provided in-store (such as via kiosks) and via mobile can shorten the path to purchase, many participants described new, even quicker ways to find a product and purchase, including: cloud-based branded apps for bookmarking products that one would scan in-store, instant price comparison apps, and self-check-out apps that reduce frustration and give shoppers more control.
Local (The Need: Curated Information)
Advances in technology (like augmented reality, RFID, etc.) that meld on and offline spaces provide people with new ways to discover things and places that surround them. Participants in our activity want more than general advertisements via text, though; they’re looking for personalized, location-based triggers when they bike by a place of interest, or overlays on their turn-by-turn navigation that could point them to the “little-known gems” in their neighborhoods. Retailers and businesses should work to focus on personally and contextually relevant communications, connecting their potential customers’ preferences to real-time location so that they can create a form of technologically enhanced serendipity.

Latitude will be publishing results from its full study on Next-Gen Retail within the next couple months. Sign up here to be alerted by e-mail when findings are available.

Lisa Picard

Share or Die: A Storytelling Contest for the Sharing Economy

Kadley Gosselin — Tue, 03 Jul 2012 20:26:54 +0000

Shareable Magazine, who partnered with Latitude on our The New Sharing Economy study, has launched a new book (with Cory Doctorow and Malcolm Harris), Share or Die: a collection of stories from young people who live a lifestyle based on “sharing instead of shopping.”

As part of the book launch, Shareable is hosting a contest seeking compelling stories of your experiences with sharing; whether it was renting a Zipcar, hosting a clothing swap or becoming a member of a food co-op, they want to hear (via text or video submission) how sharing has had a positive impact on your life. Shareable will compile a video montage of entries that will serve as the official book trailer and choose six winners who submit the best entries to receive varying amounts of cash to to keep, use as credit towards a sharing service or donate to the nonprofit of their choice.

Borrowing a page from SXSW’s PanelPicker book, the stories will be judged partially by public votes (50%) and a panel of judges composed of leaders in the sharing community. The contest is open until July 23, 2012 so get your entry in soon. View and vote on current entries here.

Is “Intellectual Property” a Faulty Construct Today? Everything is a Remix [Video]

Kadley Gosselin — Thu, 14 Jun 2012 17:57:25 +0000

Kirby Ferguson’s Everything is a Remix is a four-part video series that examines the evolution of derivative works and addresses some of our misconceptions about the nature of creativity and intellectual property, demonstrating how many of the most successful and critically acclaimed records, films, books and more, are often not the first of their kind. Given the advent of the Internet and our increasingly participatory media culture, intellectual property rights are getting “messy,” leading to complex (and, sometimes, seemingly silly) legal disputes. This thoughtful video series begs the question: in a fast-paced world where anyone can create and sharing is instantaneous, do we need to re-think the point of intellectual property and how we define its boundaries?

Part 1: The Song Remains the Same

Remixing is a folk art but the techniques involved — collecting material, combining it, transforming it — are the same ones used at any level of creation. You could even say that everything is a remix.

The first episode introduces the overarching concept for the series but focuses largely on how it applies to “remixing” in the music industry, using the numerous adaptations of the bass riff from Chic’s “Good Times” and Led Zeppelin’s well-documented reinterpretation of others’ music as examples. Ferguson touches on the point that the commercialization and subsequent simplification of products which give artists remixing control also opens up the opportunity for anyone to be able to remix content, not just those who spent years acquiring these skills. For a more in-depth (and copyright-focused) look at this phenomenon, check out the similarly focused film RiP Remix.

Part 2: Remix Inc.

Of the ten highest grossing films per year from the last ten years, 74 out of 100 are either sequels, or remakes of earlier films, or adaptations of other media.

Part 2 delves into the film industry, teaching that many films which seem to be “original content” are actually genre movies that stick to templates, right down to the plot lines, character selection and even cinematographic elements. Ferguson uses Avatar as an example: it’s a sci-fi film, but it also belongs to a tiny sub-genre Ferguson refers to as “Sorry About Colonialism.” He demonstrates (as many other movie critics, news publications, etc. also did) that, while Avatar pushed the boundaries in terms of its execution and production, it shares a similar plotline to a number of films including Dances with Wolves, The Last Samurai, The Last of the Mohicans, Dune, Lawrence of Arabia, A Man Called Horse and even Ferngully and Pocahontas.

Part 3: The Elements of Creativity

We can’t introduce anything new until we’re fluent with the language of our domain, and we become fluent through emulation.

This segment explores the concept that creativity is based on reproduction, reinterpretation and transformation, either by or after copying other content. It stresses the importance of collaboration and uses major milestones in the development of technology (e.g., Xerox’s Alto leading to the Macintosh desktop) to point to the theory of multiple discovery which professes that most scientific discoveries and inventions are made independently and often around the same time by different people.

Part 4: System Failure

But our system of law doesn’t acknowledge the derivative nature of creativity. Instead, ideas are regarded as property, as unique and original lots with distinct boundaries. But ideas aren’t so tidy. They’re layered, they’re interwoven, they’re tangled. And when the system conflicts with the reality… the system starts to fail.

The closing episode of the series looks at the failing system that is copyright and patent law today. Ferguson explains that the concept of a market economy has spilled over into intellectual property and complicated the regulatory system around ideas. He claims that it was built for a much different reason: to protect creators and cover their investment so they could earn a profit, but eventually turn ideas over into the public domain, for the general good, after a period of exclusivity. The availability of copyright and patent extensions now prevents the public domain from growing and encourages an increasing sense of property entitlement around ideas, which makes it difficult for the remixing and collaboration essential to innovation to take place.

Header image courtesy of Randy Adams

5 Innovative Mobile Shopping Apps

Kadley Gosselin — Sat, 02 Jun 2012 22:27:53 +0000

Through our recent L¹ ThingLink Image Tagging Activity, we received some very creative requests for ways to improve shopping experiences, both on mobile devices and in physical retail environments. We’ve been taking note as, increasingly, new and innovative next-gen shopping solutions are being released. Check out some of the coolest mobile developments that our participants requested (and received)!

Participant Request: Color Matching App

I would like an app where you could scan, using your phone, a color you would like to wear. Then, the app would offer up other products that match that color.

App:L’Oreal Color Genius App
Platform: iPhone
Functionality: use your iPhone to take a photo of a desired color (your shirt, for example) and then decide whether you’d like to Match It, Blend It or Clash It with makeup products by L’Oreal Paris. The app even provides a daytime and an evening color palette.

Participant Request: Digital Fitting Rooms

Stores should add “digital” fitting rooms! These could be screens or tablets you could play with and virtually try on clothes.

App: Bodymetrics
Platform: iPad and in-store use of PrimeSense 3D Sensor Scanning Technology (and, eventually, home use of Xbox Kinect or some other scanning platform)
Functionality: Bodymetrics’ 3D body-mapping scans users’ body sizes and then allows them to try on clothes from partnering retailers and, if desired, make a purchase. The product has debuted at Bloomingdales in Los Angeles and select locations in London, but demonstrations suggest in-home scanning and shopping applications aren’t far off in the future.

Participant Request: Local Discovery App

I am a big fan of online deals to spark interest in restaurants. In Buffalo, they occasionally do “Restaurant Week” where all participating restaurants offer a meal at a discounted price. It gives you information on what the meal would cost and also alerts you of interesting places you might have not otherwise heard of.

App: ScoutMob
Platform: iPhone, Android, Blackberry
Functionality: the app provides lists and guides about the best local businesses with a focus on character and quality curated by Scoutmob scouts. You can also sign up to receive alerts about exclusive deals offered by the best local businesses in your area. Convenience is key for this app; you don’t have to pay for deals or print coupons—just show the deal on your phone to receive discounts.

Participant Request: Store Inventory App

Instead of having to look through the paper or look through a website to see if a store is having a sale, I would like to be able to see it on my phone or tablet and have an option for them to “hold” my size/color/etc. in a particular item.

App: Snapette
Platform: iPhone
Functionality: with a focus on fashion, Snapette allows users to see into stores’ current inventories and view a list of running promotions from global retailers. The app also brings in social shopping by displaying images added by its users instead of merchant photos and by allowing users to like and comment on each other’s images.

Participant Request: Scan for More Information

I would love it if I could scan mannequins or displays with my smartphone and get information about the product (pricing, its location in the store, or related products).

App: Amazon Flow
Platform: iPhone
Functionality: Flow allows you to point your iPhone camera at an item (granted it’s in the Amazon catalog) and see an instantaneous augmented reality overlay on your phone’s screen. The app’s AR overlays include product information, customer reviews, audio or video previews of items, and instant purchasing options.

Header image credit: Andrew Stawarz, (cc) some rights reserved.