Multi-Mode studies of Cultural Events by Atkinson and Conry #Eso3D #MRX


This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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The place for mobile research?
Multi-mode studies of major cultural events
Simon Atkinson, Ipsos MORI, UK
Sean Conry, Techneos Systems, Canada

  • Telephone polls, plus online listening, plus mobile ethnography to learn about the royal wedding
  • Overall mood in UK was gloomy prior to the Will and Kate wedding
  • [Just got a bagel chart instead of a pie chart and a shout-out that it wasn’t a pie chart. Mmmm donut chart.🙂 ]
  • Not many mentions of street parties before nor after, but a massive spike when they did occur
  • Different websites had very different counts for specific events [A recognition that sampling is important without using the word sampling]
  • Massive peak on April 29 for mentions of royal wedding. Imagine if you only did a poll the day before or a couple days after. You would have missed this peak.
  • Mobile phones let you see things come in by the media. Imagine lining the cell phone images taped to a timeline.
  • The combined data said this was a bank holiday plus something special. What did they learn? “Proud to be British” You might not have got this from  a survey which can’t really follow someone on a day to day basis.
  • Mobile phone research lets you reach people across an entire geography and you can pinpoint their location
  • Men 60% were not interested in the wedding according to a poll. But, through this research, men showed a greater interest. [actions speak louder than words]
  • Can we engage panel respondents in mobile surveys? is it interesting? can people multi-task? Does it provide more of a  360 degree view? yup!
  • Use mobile for mass or civic events, pinpoint moments of engagement, identify moments where communication is important, understand how communications are received in real time
  • Don’t be a lazy researcher. Be disciplined about question, context, and what kind of information will be most useful. Or your results WILL be wrong.
  • In the UK, 24 million people watched the Will and Kate wedding on TV. Who watched online? 32 million. Very much in line with other similar high traffic events from sports, entertainment, and royalty.
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