What I Learned This Week

Lessons from the field: Munich Conscious Choosers Research

Last week I was able to accompany the Mozilla Audience Insights team in Munich for their Conscious Chooser Behavioural Research.


Throughout the week I participated in:

This was the first time I was able to participate in this type of structured user research. I feel honored for having been allowed and able to join that team for a week. Here are some thoughts and impressions. Look out for a target audience tagged blog post for a comprehensive summary of Germany’s research.

Personal insights

The research team will spend a lot of time on a thorough synthesis of the many interviews they conducted. I am going to list some of my personal key takeaways here. These are not representative research result, so please consider it raw, anecdotal evidence.

Random quotes

We also heard a lot of great statements. Here are some of them.

Open source is absolutely relevant. It has gone from niche to widespread adoption. Similar to ‘Agile’ the term has gone beyond software, e.g. it is also observed in design processes. Today, open source is a way for the biggest companies in the world to make more money. This changes the economics of open source.

Openness does not necessarily change who has the power. The people with more resources have a bigger voice.

The price for convenience [of IoT] is data, and people are accepting this.

‘My home is my castle’ and this should remain a safe place. That’s why I am not using Alexa.

My phone number is a ‘losing battle’ because somebody else has already uploaded my number to the Google cloud.

We don’t need 1984 because it is already reality.

The state is like my mum, they have no idea what the Internet is.

Kaizen (process improvement)

My ROTI (Return On Time Invested) for the week is a clear 5 (out of 5). It was time well spent and I’d love to do it again. The team is awesome and it was amazing to have been part of their journey for this short time.

Mozilla’s Munich research team (Venetia, Roberta, Claudia, Henrik)

Here are a few observations on how to make this even better the next time: