Tag Archives: MRMW

100 years of the internet and no more underwear #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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Jason Anderson, Blizzard Entertainment: A Technologist’s Research Manifesto

  • The telegraph was the first global information sharing device – the first internet!. It was a step order increase in the velocity of information
  • Then the telephone, radio, television, 1 step per 30 years or so. At that time, over your lifetime, you’d see just one of these emerge. Now, calculator, processors, databases, PCs all in 20 years. Then http, search, and mobile. Then Social, Social+Mobile, realtime.
  • Winners – Amazon, Netflix, Cisco, Apple, piracy, mobile phones, Google
  • Losers – Borders, Blockbuster, Nortel, SGI, Tower Records, Kodak, phone books
  • Everything can be quantified [i completely agree with that, even the most abstract things]
  • Prepare for the next wave by hiring engineers and statisticians, not MBAs
  • Mobile brings scale that isn’t available elsewhere

Hany Mwafy, Perry Bahgat, iQual: Harnessing the Power of the Arab Spring in the Middle East

  • 89% own mobile, 47% use mobile internet. 40% live under the poverty line.
  • Social media shapes how we view and react to things
  • Social media is not information overflow, it’s filter failure
  • What the eyes see and the ears hear is what the mind believes
  • From bloomers to boxers to undies to thongs to who needs underwear at all  – everything is open and public, the naked truth

Simon Chen, Ramius; Sylvie Catherine Croteau, Ad Hoc Research: Modern Social Online Qualitative Research

  • Focus groups + MROCs to learn about grocery store usage in areas where there was a walmart supercenter
  • “I save a lot of time because it’s close to my home” with a picture of clocks – type of answer with strict direction
  • Paragraph of reasons and an octopus with every hand busy – type of answer with loose direction
  • Less direction in the types of answers and photos required often generates more personal and emotional content
  • Letting consumers create discussion topics created lots of questions and lots of discussions
  • Consumers even filmed themselves talking to store employees
  • Keep activities short, provide feedback to participants, build in visible activity based compensation

Leslie Townsend Kinesis: The Mobile Impact on Market Research Panels

  • Double-opt in impact of mobile research – you need to do device detection
  • 66% of us sleep with our phones by the bed – we HAVE been woken up in the middle of the night by survey invitations and marketing campaigns
  • Authentication process doesn’t work in mobile environment
  • Will need to revise profiling process, need to allow profiling to happen later
  • Mobile joiners are higher churners, a lot depends on the recruitment source
  • Need dual mode password retrieval, display of projects, display of incentives, mini-polls, social media features
  • “refer a friend” can be “text to friend”
  • Don’t force people to switch devices to get their incentive or perform a second task
  • Apps are limited to smartphone users but app updates require user initiatived updates and they may not do it, too many apps competing for too little time
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These are a few of my favourite tweets Day 1 #MRX #MRMW

When it comes to Twitter, every conference gets better and better at increasing the reach of Twitter lurkers and speakers.

The following stats were pulled from http://www.hashtracking. They are a clear indicator that I need stop tweeting so much. Please revel in the 3D pie chart.

1,132 tweets generated 2,233,893 impressions, reaching an audience of 244,904 followers within the past 24 hours

Top 10 by impressions

  1. lovestats: 791,700
  2. tomhcanderson: 436,320
  3. mllemire: 151,140
  4. measurecp: 103,656
  5. bettyadamou: 73,660
  6. jebbing9: 67,486
  7. berniemalinoff: 65,094
  8. dianetweeting: 49,320
  9. jackwagner54: 44,250
  10. revelationinc: 29,778

Top 10 by number of tweets

  1. lovestats: 130
  2. dianetweeting: 60
  3. dirkgently: 59
  4. bettyadamou: 58
  5. mllemire: 55
  6. jebbing9: 41
  7. berniemalinoff: 38
  8. jasonhauer: 34
  9. 1sue3: 32
  10. thegaragegroup: 28

Top 10 by number of followers

  1. tomhcanderson: 48,480
  2. jackwagner54: 22,125
  3. incslinger: 11,687
  4. virtualmr: 6,482
  5. lovestats: 6,090
  6. esomar: 5,615
  7. latinblah: 5,571
  8. kendraramirez: 4,571
  9. consultramy: 4,546
  10. juliediazasper: 4,419
Today, there were MANY great tweets and below are some of the more interesting ones. My favourites (i.e., had me chuckling quietly in my seat) came from BettyAdamou and DirkGently so do check out their twitterstreams.

And look at all of these tweeters! Is this a record?!

@1sue3, @adamjolley, @adricrocha, @ajcwarner, @akshaykanyal, @AmreaderToo, @andrewjeavons, @AskJasperLim, @AskYTM, @berniemalinoff, @BettyAdamou, @brandonbeeken, @Carl_Nielson, @charlierader, @confirmit, @crowdhunters, @DanaMStanley, @davidrbauer, @dbvickery, @DennisDevlin, @DianeMHarris, @DianeTweeting, @DinkoSvet, @dirkgently, @DivaJamila, @ecgsolutions, @EricRuliffson, @ESOMAR, @Facecocreation, @ForethoughtRes, @GeraNevolovich, @goInnovateBlog, @GParkBartolone, @gpetersona, @Grrrrds, @gutcheckit, @Hefry_Erick, @hopernorman, @Hotspex, @iamrobertbain, @incslinger, @InSites, @Intersperience, @ivibz, @JackWagner54, @jaranderson, @jasonhauer, @JayneD_FFMB, @jebbing9, @JHenning, @John_Clay_R4, @JohnCMRP, @julie1research, @JulieDiazAsper, @kathikaiser, @KendraRamirez, @Kinesis_Survey, @KirbyThornton, @klonnie, @kristinluck, @kristins09, @KristopherHull, @latinoinsights, @lennyism, @LongoMR, @LoriReiser, @LoveStats, @mahirasheikh, @MarkLloyd, @measureCP, @MeJayne, @Merlien, @MichelleFinzel, @mikeburba, @mllemire, @mobileslate, @MRSosnowski, @nancycarde, @nick9nyc, @OdinText, @OnePointGlobal, @pandainsights, @PanelRecruit, @qsample, @Qualvu, @reneemmurphy, @research_mafia, @ResearchNZ, @ResearchShare, @RevelationInc, @RobbyCapp, @robertpmoran, @RTG_Ltd, @SafecountJenn, @Sandy_Janzen, @saskmikey, @ShailiBhatt, @SigmaResearch, @SimonPCaines, @skillenshane, @StephHall25, @steveaugust, @SteveRozanski, @sylc, @tab_b, @tatitosi, @THEkerrybutt, @thesurveygeek, @timclynch, @timstock, @TomTrenta, @visioncritical, @waltermucchiut, @Waves05, @zoedowling

Google surveys, and oh, some other people too #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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Thaddeus Fulford-Jones, Locately; Understanding the TRUE shopper journey

  • Mobile data is real behaviour not claimed behaviour
  • Retailer had a problem doing in store shopper intercepts
  • GPS helped them discover how shopping choices worked
  • Watch on a google map as a shopper drives from walmart to target. See the roads they choose, the turns they make.
  • Walk out empty-handed due to browse in store, spend online? simply browsing? Out of stock?

Zoe Dowling, Aliza Pollack, Added Value: How we got over the incredibly inspiring awesomeness of mobile qual and learned to develop some killer new insights approaches

  • [great title :)]
  • We can’t be with consumers are the time. Asking people about an experience changes the experience.
  • What about text notes, voice, video, gps, push notifications, barcode scans, checkins, photos
  • Is mobile the holy grail? No 😦  It’s just a tool.
  • Consumer may show a photo of his cologne or his ties but a video captures the photo of tupac in the background
  • Do pre post and during work [and if you forgot to do pre, then you’ve got social media research for that]
  • it’s a tool to capture the right data
  • “This isn’t cheap” [why is anyone interested in cheap research? how do you use crap data?]

Paul McDonald Google Surveys: Y U No Like Me?

  • [Paul’s been given permission to demo his product. I like being told that ahead of time.]
  • Memes all have a little nugget of truth in them
  • response rate with 1 question 35%
  • 2 answer options 20% response rate, 3 answer options 30% response rate, not linear at all
  • Google survey puts a survey right in the middle of an article, even two questions together, and the question just disappears when you’re done
  • Nice demographic sliders on the questions, just move the slider closer to male and you get more weighting on males
  • Release to production 8 times per day, i.e., new code is uploaded regularly throughout the day. Often it is client bugs or trying something new. Less than a day from hearing about it to implementing it.
  • More smartphones than PCs shipped in 2011
  • in 2012, 400 million new android phones activated – 1 million per day
  • Why answer a survey on a phone? To get an app for free. [i’m the outlier here. that’s no incentive for me]
  • Mobile phones let you know location, apps they use, transactions, music they own, books they read, websites they visit, date, time [doesn’t this scare you? scares me]
  • Voice recognition and speech to text might make openends a lot more rich
  • Market research was not the original goal. This was a way to get people to access content. Small and medium businesses are the main users. “The power of sample”
  • People who didn’t have access to research before now have some access

Mixing up your survey data for better results #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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Julie Wittes-Schlak Communispace; Jennifer Furia P&G: Using mobile technology to Deepen your understanding of consumer and shopper needs

  • Researchers are experts in “Skin care” or “hair care” and yet all people use both skin care and hair care.
  •  Mobile is here, now, me, my workplace, my health
  • People submitted pictures of what is in their shower, the 6 kinds of shower gel on the shelf
  • Mobile gives people insight into their own behaviour “I though I shopped there a lot but it turns out I don’t”
  • People will be very open when they trust you – videos of trying on pants or how bras don’t fit
  • [The mobile question was much shorter than the online survey question… hm… can we learn from this?]
  • There is a physical description and an emotional description. Sometimes, a short mobile response that gets at the emotion is better than a long physical description
  • Material incentive is important to get people INTO the community, once there, being heard and listened to is more motivating

Bob Yazbeck Gongos Research: Breaking the Survey Length Paradigm

  • They found surveys up to ten minutes long gave good results
  • 75% of people censor themselves on social networks, they focus on big purchases, they don’t want to look foolish. but when you put mobile in the loop, it changes everything. We hear about the tiny things and the embarrassing things
  • Mobile has 3 camps: quant, qual, MROCs
  • Use online for pre work, go to mobile for in-store display evaluation, do post research with online survey
  • $30 is the sweet spot to have people go and do in-store research.
  • Don’t assume people know how to upload photos, you need 24 hour support, work with lower-res photos
  • Mobile enabled doesn’t mean mobile abled 🙂
  • Be prepared for ambient noise and bad lighting
  • Experiment now before you are set in your ways. Start with multi-model to mitigate risks.

AJ Johnson Brainjuicer: Evolution of 360 degree mobile community

  • Global community, fast access, allow people to view comment on, and rate content [Sounds like fancy word for MROC]
  • People enjoyed sending photos about frustration.
  • People sent mostly food pictures about indulging.
  • Five words are: Authentic, Fun Fast and Easy, Frustration, Indulgence, Premium
  • [Like this method: each of five days people were asked to send a photo about one of five adjectives. Then asked to rate a separate photo using those five images. very neat!]
  • Photos are more popular than videos. They like hunting out the right photo. More content on weekdays, not weekends. Some themes didn’t translate across cultures.

Betty Adamou Research Through Gaming: Speaking to 7 yo 70 year olds using Games for Surveys

  • Sneezing panda is the most popular video on YouTube. So people are online but they won’t take our surveys.
  • People LOVE Tom Selleck as the representation of research. Sexy but old and out of it.
  • It’s ok to use regular language and slang and emoticons with the appropriate crowd. ZOMG and zits are appropriate words for teens.
  • You can go too far with games so know the limit
  • How do you survey 7 year olds? [with 2 hour surveys and tons of grids, that’s how]
  • Let the kids choose an avatar, let them choose objects in a virtual room, let them guess about the contents of a puzzle
  • e.g., if kids are able to guess a hidden celebrity, then that celebrity is more top of mind and a better choice as a magazine cover
  • 85% of kids liked the research and a number of them came back to do it again

Bernie Malinoff Element54: Impact of linguistic and visual changes in survey design

  • If you change something in your research, you will change your results. let’s not debate which one is right [often there is NO right unless the question is ‘did you buy’]
  • Do you measure NPS? Have you coloured the scale? Then you changed the question. Different font? You changed the question.
  • Change survey questions for a purpose – eliminate straight lining. Try Flash, a game, a slider.
  • 5 different ways of asking a question led to 40% variance in results. [you should NOT be surprised]
  • “Don’t muck with trackers”  Some research doesn’t lend itself well to change
  • Happy with current trackers:
  • Changes made in past 12 months:
  • Trackers are like freight trains: boring, ugly, reliable, know the contents
  • “Thanks Bernie for making me feel miserable about my trackers”  [sorry Bernie, I was already there!]
  • Don’t keep asking questions just because you’ve always asked that question

 

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.

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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”

Emotions and Client Priorities #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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David Johnson Decooda: Emotions to Business Value

  • “I’m willing to pay for anything as long as I don’t already know it”  [seriously? then why are you running surveys?]
  • Basic sentiment – relates to social media or mobile. It’s not just thumbs up and thumbs down.
  • Emotions have affect and valence: WHAT is the emotion and how STRONG is it.
  • Profiles include psychographics, demographics, and personas. And it changes all the time.
Bryan Dorsey, John Deers; Mark Lloyd – P&G; Michelle Lemiere, Alcon Labs: Client Priorites and Vendor Value
  • [This is a panel discussion. my comments aren’t attributed to individual people]
  • Focus on your core competency and tell why what you do is different and why we should focus on it
  • Vendors are anxious to work with you and then clients have to rewrite the reports to be relevant to your company, clients can tell a junior person who doesn’t know the business wrote the report
  • Some clients just want better than “gut.” Don’t have time or money for a full report.
  • Clients need the unfiltered view of consumers, whatever the methodology
  • Clients would trade the technology or the method to work with the right people
  • Clients most impressed when vendors bring insights to the table right at the beginning [do you mean free research? ask chuck chaprapani about that 🙂 ]
  • Not impressed with breadth. Prefer we do this one thing really really well. [agree, do everything kinda crappy or one thing right. otherwise it feels like carpet bombing]
  • Vendor says  “Here is what we need” and client responds “here is what we do.” This is completely unacceptable.
  • Clients use case studies and word of mouth to find/choose vendors
  • Pay for performance is a difficult model because good research leaves you with even more questions.
  • Procurement is the dad on the porch holding the shotgun
  • If you claim you are a global company that you ought to be global with offices in each country, and you actually work with the people in your other offices
Roxana Strohmenger: Forrester
  • A group discussion of what we’ve learned so far
  • Mobile is a disruptive device, our environments are no longer device free, 40% of consumers use their smartphone on the toilet
  • By 2016, 70% of the worlds population will have a mobile subscription
  • Consumers are already using mobile to answer survey whether we want them to or not, even the really long, really complicated surveys.
  • Can we be device agnostic? Will your research work on smartphones, tablets, laptops…
  • Once methods are device agnostic, can you really combine the data as if there are no differences there. [fabulous point]
  • Device agnosticity is a necessity but don’t do it when it’s not the right thing to do
  • Websites know when you’re viewing a website on a phone or a laptop so why don’t surveys do this?

Business Value Through Smarter 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.

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Brooks Pettus Qualvu, Scott Slagle Chrysler Group: Delivering Business Value through Smarter Research

  • Take research TO the participant and engage on their schedule
  • Optimal ethnographic tool is visual in the moment reactions. More accurate decisions, more long term engagement, anywhere, untethered
  • Mobile lets people film their lives as they live it or drive it. Tell people they don’t have to clean their house or car. Just video your regular life.
  • Chrysler crossed Need with Conviction [as in I need a naniamo bar and I will find one before this week is out]
  • “it’s all about collaboration” This is the major change from last year
Stephen Needel Advanced Simulations: Is Eye Tracking Making Us Blind and Other Research Maladies
  • Market research is ill. We suffer from low self-esteem. Treatment is being the expert.
  • Researchers are bad at evaluating research. We forget the hidden assumptions and limitations. [hear hear]
  • Eyetracking: Great for measuring attention. Store shelves don’t come in 4 feet sections as in a research focus group. Mobile lets you see behaviours in real life.
  • Neuromarketing: We don’t know what the hell it measures. Electrical impulses, blood flow are measured. We can measure “stuff.”  We don’t know what it means but we get pretty pictures. [love it!] We buy out of habit not because we have an emotional attachment to our toilet bowl cleaner.
  • Facial Imaging: Too complex for many people to know how to do it well. All humans share 7 emotions. Paul Ekman will train you in 40 minutes for $39.95. That’s hardly too complex. If you can’t do this, you shouldn’t be in MR.
  • Mobile: response rates are better but the answers you get are different. No proof it’s better [if the data weren’t different I’d be very suspicious]
  • Could have also picked on social media [please do! would love to hear that]
  • Job is to predict what shoppers will buy
Filip De Boeck Insites Consulting: The Research Community that is Always On
  • Qual is why, not just what, where, when. No environment is device free. 20% use phone on bike!
  • Phones are personal items, they aren’t just a way to make a call.
  • Communities let you do reflective probing, there is social pressure to contribute, there is interpretation by crowd.
  • Community via mobile is very possible [think about using facebook or twitter, it’s really no different]
  • Mobile + MROC is friends with benefits.

 

Mobile Perspectives: Africa, Privacy, ROI, and Beyond #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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Nathan Eagle – Jana: Reaching the Next Billion through Mobile

  • Average revenue from mobile subscribers is going down – Because they are now in the hands of poorer and poorer people
  • Why don’t we NOT take money away from the poor people but take it from organizations instead – THEY pay for the poor people. This suddenly gives access to 2 billion people.
  • Giving people 50 cents in cash or 50 cents in air time is viewed as identical
  •  Global economic center of gravity is going 9000 kilometers eastward so they focus only on emerging markets
  • Driving a Land Rover over thousands of miles to ask a woman about laundry detergent is not efficient [imagine doing that1]
  • Surveys may be longer and more structured but SMS and UCMP gives you 5 billion people

Rolfe Swinton – Reality Mine: New Vision for Consumer Privacy in the Era of Big Data

  • Google Project Glass – like internet in your eyeball [Damn! I need that!]
  • Amazon and Google are already monitoring your every move as you scan everything, prices products places, with your phone
  • Now – do we really know who consumed what media, what about away from home, what research do they do before they arrive at the store. So much is truly hidden from automated data gathering
  • Put together CRM, POS, Inventory, Active research, and so much more
  • “Personal data is the new oil”
  • How can you be compliant global when every country has different rules and regulations
  • If you aren’ t paying for something, you are the product being sold
  • One solution includes providing rewards to consumers [incentives/bribes]

Don Sexton – Columbia University: Marketing ROI in the Era of Big Data

  • 91% of marketers believe you need customer data to drive marketing [ummm what are the other 9% doing???]
  • 39% say they collect data too infrequently, 9% have too little data, 36% have too much data
  • 70% think they should measure their ROI
  • 22% only use brand awareness to make marketing decisions [Scary! it’s a lagging measure and it isn’t dollars!]
  • 55% of organizations are happy with their ability to measure ROI
  • Most use historical spending limits to set their budget
  • How do you measure ROI? “Make the boss happy” [unfortunately, they are being HONEST]
  • Outcome: Set objectives first. Design metrics linked to those objective . Gather the right data. [oh my goodness, we have to tell people this?]
  • Sketch by @BettyAdamou

Gayle Lloyd – Hillenbrand: Market Research The Next Frontier

  • Who cares if it’s big data or small data if you don’t know how to USE your data [love love love!]
  • We’re peeping toms now, right in the mind of the consumer in real time
  • Old tools, new tools, tons of tech: Why did 37% of executives say their MR dept is a thought leader? Where are the rest uh yu?
  • The chart is the holy grail. We gotta have our regressions and t-tests and error rates. But does this tell us anything we want to know. [ok, i’m gonna be laughing my guts out by the end of this]
  • New fronteir is succinct pointed succulent pieces of information and patterns
  • Looking outside the box – look at cars to design caskets – look at the design of the car, at the fabric in the car [oh dear, the chuckles go on and on]
  • What is the overriding issue that drives the core questions leading to business value [do you realize that much of our research does NOT follow this logic?]
  • Researchers need to be students of human behaviour, we must be well read beyond business books
  • Forget the tool, forget the data – weave studies together, connect the dots, combine disparate data, find the harmony and tell the story
  • I’m not swimming in the ocean to find bits of data that I don’t know how to put together. Insist on an objective.
  • Sketch by @BettyAdamou

What Market Research in the Mobile World means to me #MRX #MRMW

When I first heard of the MRMW conference, which is organized by The Merlien Institute, I thought it had little relevance to me. I do very little mobile research myself, I wouldn’t dare answer a survey on my mobile phone, and I’m so whole heartedly into survey data quality and social media research right now that I have little time to entertain other methods in great detail. Essentially, I don’t do mobile research so an organization focusing on mobile research is not a top priority for me right now.

But I started to think about the name in a different way. Does the organization focus on mobile research or does it really focus on the mobile world? If it really means the mobile world, than this organization of of massive relevance to everyone in market research regardless of your favoured methodology. Indeed, it’s especially relevant to me and my friends at Conversition. I tweet from my phone constantly. I check facebook on my phone all the time. My friends and colleagues around the world use their mobile phones to create data in the social media space, my space, my research space.

So if MRMW means data that is created using mobile methods, your phone, your ipad, your laptop, any piece of technology that you cart along with you as you make your way through life, then I’d have to say MRMW is highly relevant to you. In fact, I’m sitting in an airport right now on my way to…. you guessed it… the MRMW conference in cincinnati.

Who woulda thunk.

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