This was a big OUTBOUND knowledge parsing project.
When Google, Inc. needed to know how chat applications were bring used in by South Koreans to share news information, the normal blunt tools of the survey and focus group were inadequate. For this, one needs a trained sociologist. So one of our in-house academics became lead researcher and led deep-dive ethnomethodologically-oriented close studies of consumer behavior that drove conclusions that Google could take to the bank. Information about the planned app that the published white paper (above) likely influenced is available here.