LINHA AMARELA RESEARCH IN METRO

The

situation

Concession with the Metro Linha

Amarela´s screens for 10 years.

Eventual lack of resources in research

and recruitment.

Lack of research about consumption of

content on metro´s screens.

Opportunity to analyze quickly and

cheaply user behavior in to relation

screens.

LINHA AMARELA RESEARCH IN METRO

Interviews in place and recruitment.

Observation study.

Analysis of behavior, attention and

preferences by which content.

Longitudinal research: identify changes

over time in the perception or behavior

of people.

Cross-sectional research: to examine

and to consider information for

longitudinal analysis without measuring

time.

The plan

LINHA AMARELA RESEARCH IN METRO

Monitoring + Interviews

23 participants

Interviews + Recruitment

28 participants

Interviews + Recruitment

30 participants

Interviews + Recruitment

33 participants

The

timeline

LINHA AMARELA RESEARCH IN METRO

The

timeline Exploratory research

Content Screen

Recall Terra´s brand

Olympics 2012

Content screen

Recall Terra´s brand

Elections 2012

Content screen

Recall Terra´s brand

Music´s consumption

Content screen

Recall Terra´s brand

LINHA AMARELA RESEARCH IN METRO

Infographic

Conteúdos mais

lembrados

LINHA AMARELA RESEARCH IN METRO

Media

LINHA AMARELA RESEARCH IN METRO

Continuing research in:

Terra´s branding;

Recall content;

Element of distraction and Interest´s topics.

Evaluation of readability and speed´s reading to

measure the appropriate time for display content on

the screen.

Content topics - quantitative research

Cross-channels Experiment [metro + web + mobile]

What´s

next?

LINHA AMARELA RESEARCH IN METRO

THANK YOU!