Since Tim Berners-Lee invented the web in 1989 there has been extensive growth in technology, interactivity and the all-around ‘web experience’. The web has had major revolutions from browsers and ecommerce to blogging, social media and, most recently, web app(lication)s.
Unlike the applications many people use every day on their computers - of which Microsoft Office is the best example - web apps are accessed via a web browser and require no installation and no upgrading. The most common web apps are web mail services including Hotmail and Gmail but these represent only the beginning of what is possible in some cases sharing similar functionality to conventional applications. Mobile web apps take this a step further and bring the concept of web apps to iPhones, Blackberry's and other smart phones.
The web is not always the best interface but web apps can leverage its flexibility to aid web designers and developers in creating simplicity out of chaos. This is best illustrated by comparing a situation in which you are in a car, and you have decided to eat somewhere nearby. It is more work to Google your location, and search for best restaurants and hope that the top listings are actually good restaurants. Instead you could use the YELP web app and find reviews of the best local restaurants with little effort.
As market researchers, we are constantly developing new methodologies that can accurately identify human behaviour among the larger population. This is where digital location awareness comes into play which allows us to determine in real-time where customers are and - in some cases - what they are doing. What better time to ask someone a question than while they are engaged in the behaviour we are interested in? Imagine asking consumers if they noticed your product when they are at the supermarket. Imagine knowing how long your customers spend shopping and where. The possibilities for location-based market research are tremendous and increasing every day.
Developing the perfect fit between human beings, design, usability and interactivity is a continual process. The reality is that when people and technology evolve, the development and design have to follow suit. Currently, the focus is on developing web apps that allow users to perform tasks in an efficient and intuitive manner when and where they demand it. It is clear that timing is everything. Can we truly use web apps to reach everyone? There have been over 120 million Apple iPod Touch, IPhones and IPads sold to date and compatible browsers are available for the Blackberry and Android platforms who together dominate the market. This breadth allows web apps to reach the most mobile of consumers.
To benefit from the advantages of web apps, we invest ourselves in the brand, designing for the web with the brand in mind. I always try to envision how the digital representation of the brand translates to the individual. I look to create experiences with people and connect people with themselves through interactivity. What is great about Fresh Intelligence is we have a real hodgepodge workplace environment, where programmers sit with researchers. This configuration allows for the logic behind the question to refine itself through the logic behind the design.