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What is it?
Mobile Behavior is a research methodology pioneered by mobileYouth in 2001 by adopting elements of Social Thinking to understand not “how” youth were using mobile phones but, more importantly, why.
Approach
Mobile Behavior incorporates the following elements:
* Psychology
* Social Thinking
* Ethnography
* Digital Anthropology
* Micro-economics
3 Key Elements
Mobile Behavior comprises 3 key elements:
* Relationship: What is the nature of their emotional bond with the mobile device?
* Context: What social context does the mobile phone create for youth? Unlike Design Thinking or traditional advertising agency based approaches, Social Thinking assumes that the default mode of operation for youth is to seek offline social contact (social context) rather than technology, design or content. Mobile is a tool, a means, to achieve this end not the goal in itself.
* Change: Once we have understood the relationship and context what are the drivers of innovation and influence? This addresses the why question – why do youth influence each other? why do youth innovate?
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