Newsworks – Tech Nation

Group Dynamics provided Smart Kiosks for an event in Central London for Newsworks – a marketing body responsible for newspapers and advertisers.

Newsworks had completed a research project on the new Tech Nation which had split the UK into five different tech types:

Tech Rich

Important to have the latest tech, have a passionate interest in technology and a desire for the latest product

Social Addict

Strong emotional attachment to mobile devices, tech ownership is high and is all about being constantly connected

TV Worshipper

TV takes high priority, tech purchases are driven by entertainment needs

Quality Seeker

Own more traditional & functional tech items, keen to buy the best but rely on trusted sources for guidance

Price Pragmatist

Don’t own many tech devices, seek out offers and deals, need trusted info to help them make the right choices

Set in an all white setting and against a backdrop of LED lighting, the event was split between two rooms; Our Smart Kiosks  were installed in the lower level to allow attendees to vote whilst the main room hosted a drinks reception with presentations and videos following up on the voting session. As part of the voting, guests were presented with a room complete with a series of hanging picture profiles and case study descriptions. The profiles ranged from:
  • Admin assistant
  • Bar worker
  • Teacher
  • Comedian
  • Healthcare manager
  • Security firm employee
  • Promoter
  • Photographer

As drinks flowed and canapés disappeared, guests mingled and had to decide which category each individual belonged to by choosing on the touch screen tablet kiosks placed next to each poster.

Once the results were collected in, they were displayed to the whole group. Following the analysis of the voting results, videos were shown of each individual in the category speaking about their attitudes to technology and buying new devices.

Guests then gained insight into the differences between each category.

Additional Smart Kiosks were set up in this area so that guests could take part in Newsworks’ Geek Calculator quiz to discover which group they themselves fell in. The online version was used by over 200,000 people.

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