Seems we’re fearful of establishing global benchmarks for mobile research #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.


Establishing A Global Benchmark for Mobile Research

Tom Van Aman, Nick Nyhan, Ande Lees, Seamus McAteer, Guy Rolfe, Kristin Luck, Jeff Sellinger

  • Can we even establish benchmarks? Yes, there are already some best practices. Question types, survey design. Don’t go into mobile space unless you’re willing to make sacrifices [hmm… i don’t think its about sacrifices. it’s about doing it properly.]
  • Let’s get together to build a meter that apple will accept #CHALLENGERAISED
  • Innovation often demands that you put aside standardization
  • Standards are always relevent. Can you ignore 6 billion people on mobile while you’re considering standards? You can’t please everyone.
  • Today’s experience will be very different from one and two years from now. How do you benchmark that?
  • The ideal state is to let people do research that doesn’t feel like research
  • “We are the world’s largest focus group” first AOL, then Yahoo, now Facebook. Who’s next…
  • “For every insight you have, you double the number of confused people.”
  • The old stuff is the foundation and puts the new stuff in context [i love the technical words]
  • If you tie yourself to a benchmark, you can miss the unpredicted outcomes
  • [sounds to me like benchmarks aren’t possible but i KNOW they are. we must benchmark quality and validity and minimum requirements]
  • Mobile is the Glue Media. It is the only media you carry with you as you consume every other piece of media [oooh wait for the google glasses!]
  • Biggest barrier is questionnaire design. We’re far away from this. Lots of reluctance to revise questionnaires.
  • [I AM comfortable saying this is the way you must do it. That’s where the basic data quality rules come into play. e.g, NO 2 hour surveys. NO 50 item grids. I have no problem with that.]
  • [Just a thought, if we write a survey intended to be answered on a laptop, then we ought not to let it be viewed on a small device]
  • More data is not better data. “Something will pop”
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