The development of the KubeMatrix™ as a mobile app for market research online communities

Abstract

The Talking Walls® is a multimedia application that can to be adapted to suit any heritage site or historical building. The application recreates specific timeslices of a space, for example as defined by the architectural changes to the property. The application has been designed to be delivered via a range of different technologies such as DVD, Kiosk and via a mobile / PDA / small screen devices. The template components are libraries of 3D objects of different historical periods, educational puzzles, history fact sheets and lifestyle images and audio. The application uses the KubeMatrixTM which acts as a navigational tool, representing time, and space in an n-dimensional format. This paper explores the potential applications and challenges of developing the KubeMatrix in the context of engaging with participants in brand based Market Research Online Community (MROC). In order to make the connection between the KubeMatrix and market research, three contemporary research challenges are addressed. The challenges of participant engagement, gamification and mobile device design are briefly presented to show their interconnections and relationship to brand MROCs. A key purpose and element of the brand MROC is to communicate to participants. The nature and enjoyment of such communications can impact upon the quality and quantity of research conducted in a community. The paper posits that the KubeMatrix could play a major role both communicating and eliciting a breadth of quantitative and qualitative information from participants in brand MROCs. This role can work in manner that delivers bespoke experiences for participants and can do much for their engagement and enjoyment of the research experience.

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