fhios is honoured that Dr Philip Rhodes was invited to present a paper at ESOMAR Latin America 2006.
Following a major pan Latin American qualitative study conducted by fhios, Dr Philip Rhodes was invited to present a paper at the ESOMAR Congress 2006 - LATAM, based upon the findings of the project within the foresight of 'The Predictive Power of Research'.
The paper, entitled 'When is perception reality?', explored the ‘perception and reality’ of the concept of ‘ease of use’ in the context of mobile devices amongst Brazilian, Argentinean, Mexican and Colombian consumers and retailers. Using a range of research methods, including depth interviews and comparative qualitative usability investigations the project sought to evaluate the hypothesis that one manufacturer's mobile devices were more difficult to use than other mobile manufacturers’ by evaluating and questioning what is understood by the term ‘ease of use’ and then directly comparing consumers and retailers who use different mobile devices to compare the actual experiences of those devices.
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fhios provides an integrated range of customer and user experience research and design services to meet the needs of Global Brands, Corporate Organisations and Public Sector bodies. fhios offers expertise and experience in a range of digital media and applications including web sites, intranets, PDA's and mobile phones and non-digital products and environments. Each fhios engagement is headed up by a PhD qualified researcher and is focused on the delivery of business benefit to the client.