A ‘meta’ idea: using a popular app to conduct research on itself
In nine countries around the globe, we recruited research participants the brand’s own social platform via direct messaging, as well as by placing ads inviting people to participate on an in-app pop up community. Along with asking what people like and dislike about different in-app ads, we were able to obtain vast and rich visual information about respondents not typically available through traditional screening approaches.
Some members of the community participated in in-home video ethnographic surveys to bring the insights to life within the context of their lives. LRWTonic community moderators provided their own profiles to humanize the research approach.
We delivered high production value videos to animate the insights, using a mix of real materials from the community as well as ethnography, augmented with professional actors.