“AOL came to us with a big idea. They wanted to rethink mobile, and propel the industry beyond the constraints of conventional understanding,” stated Alec Maki of InsightsNow. “To move this idea into action, a team of experts at InsightsNow employed a BehaviorLens® Landscape study to recast the smartphone market by segmenting different mobile moments based on their underlying motivators. Through moment segmentation, we provided AOL with strategic clarity as to why consumers behave the way they do, across the moments of life, with respect to mobile apps and sites.”Maki continued, “To further advance AOL’s ‘mobile first’ strategy, we added a unique twist—integrating moment segmentation with metered mobile data. This connected stated motivators back to observed, real-world consumer behavior. The synthesis was made possible by applying a common ‘lens’ of consumer behavior.”
AOL, BBDO And InsightsNow, Inc. Recognized For Their Leading Technology Innovation At The Market Research Event
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