If you want to play the game, please learn the names #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.

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Michael Sosnowski TRC Research: Getting greater value from mobile quant

  • Current focus is 5 to 10 questions, simple responses but short and sweet won’t be enough
  • “You can’t do conjoint on a small screen!” We do cojoint to understand preferences. We CAN do that on a mobile.
  • How many choices do you need to see to get good quality data?
  • You can do valid conjoint with fewer tasks and simplified choices
  • Try a tournament style approach when choosing options – ask people to choose the most and least important and the results show the right rank ordering
  • Don’t keep showing me stuff when i already told you I don’t like them
  • They did the study online as well and got very similar results
  • More with less mobile can help improve all methodologies, be an optimizer, not a maximizer
  • [i’d love to read this white paper, sounds VERY cool, mmmmm data!]

Kevin Lonnie & Sean Holbert KL Communications: Sony Electronics case study in customer collaboration

  • [Introduced as the funniest guy ever. hard to live up to that!]
  • The crowd has nothing to do with innovation [could that fad being dying out?!]
  • We need to find wise crowds not irrational crowds
  • “If you could combine any electronic products on the market to make your life easier, what would you design and how would it work?” In 2 weeks, 100 ideas, 650 comments, 1200 votes
  • Winning ideas were originally well thought out but then critiqued and tweaked by the community
  • Don’t wait for the brand to create ideas, let the community help you

Shane Skillen Hotspex: I second that emotion! Emotional measurement is the new norm

  • Memory is enabled through emotion so market research must take advantage of emotions
  • 70% of drivers of phone purchases are emotions
  • rational mind is 7% of predictive ability, emotional mind is 92% of predictive ability
  • only 96 words are needed to describe emotions
  • negative emotions are 3X more powerful at driving behaviours
  • boring is the best correlate of purchase behaviour, albeit a negative one

Jeff Lienfelser and John Dick CivicScience: Survey Research Meets Big Data

  • Millions of people answer polls all day long every day with no incentives
  • they simulate a 2500 question omnibus with one question polls [i think that’s what i heard]
  • individual responses are connected across sessions. hyper targeted questions delivered with seemingly no screeners or incidence rates
  • Landline data is very different from census data
  • Big Data can mimic the gallup presidential approval tracking study or the michigan consumer sentiment index

Beth Rounds Cambiar Consulting: Separating fact from fiction

  • forces of change – economic power balance, more empowered consumers
  • More faster cheaper, new methods better practices, river of information, growth of middle class, new talent in a new age
  • by 2020, 40$ of people think the MR industry will under major transformation, but people think it’s going to happen earlier rather than later
  • the 2020 industry leader will likely not be traditional MR – think google which might be 25%
  • mobile is part of the standard tookit for 96% of us
  • increasing change = rethinking research process, integrating social media listening, embracing innovation
  • a lot of people have their heads in the sand [absolutely, and they won’t admit it]
  • non-traditional suppliers – PLEASE learn the terminology!
  • [be sure to ask for the presentation. it is chock fill of great tidbits]

2 responses

  1. […] Let’s co-create diapers and research standards The market research holy grail needs no standards If you want to play the game, please learn the names These are a few of my favourite tweets Day 2 MRMW 2012, Cincinnati: one of the best mobile research […]

  2. […] Let’s co-create diapers and research standards The market research holy grail needs no standards If you want to play the game, please learn the names These are a few of my favourite tweets Day 2 MRMW 2012, Cincinnati: one of the best mobile research […]

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