Marketing Research SIG
Topic: Insights From A Smart Phone Deprivation Study With 15-Year-Olds
Facilitator: Michael Mercier, President, Insightful Alliance
Last Summer we conducted 6 focus groups with 15-year-olds who had been deprived of digital screen access during their two week stay at local summer camps. We examined their usual phone habits, their reactions to learning that they would be deprived of their smart phones while at camp, and their reflections on the experience at the end of two weeks. In this presentation we will discuss the insights we yielded from this exploratory research, and the new initiatives that emerged from it. We then will facilitate an open group discussion regarding what these insights may suggest for a future in which digital screen access is becoming increasingly ubiquitous.
Michael Mercier is President of Insightful Alliance, a market research firm, and Screen Education, a nascent non-profit dedicated to helping society keep digital screen use in balance. He has research experience in a variety of industries, including education, athletic wear, publishing, healthcare, information technology, restaurants, financial services, insurance, museums, and software, among others. In addition to market research, he has held positions in product management, marketing, sales, and consulting. He is the former Technology Editor for QRCA’s “Views”, a market research magazine. He holds degrees from the University of Michigan, the University of Cincinnati, and Vassar College.
About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
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