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Mobile life: the new MR paradigm

Mobile life: the new MR paradigm. Setting the context: mr at an inflection point. DON’T take my word on it. Almost 60% of Client Research VPs expect major transformation by 2020 *. 70% of whom expect this to be evident by 2015. *38% among total respondents (N=160).

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Mobile life: the new MR paradigm

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  1. Mobile life: the new MR paradigm

  2. Setting the context: mr at an inflection point

  3. DON’T take my word on it Almost60% of Client Research VPs expect major transformation by 2020* 70%of whom expect this to be evident by 2015 *38% among total respondents (N=160) Source: Cambiar Future of Research Study, 2011

  4. an industry in the midst of transformation

  5. THE FUTURE IS GLOBAL Millions 431 720 336 600 366 284 512 709 666 1008

  6. Mrocs, text analytics & mobile oh my!

  7. What emerging techniques are being used today? Note: Among research buyers (n=209) and research suppliers (n=799).

  8. What emerging Research Techniques will be used in 2012? Note: Among research buyers (n=209) and research suppliers (n=799).

  9. Mobile: The definition of ubiquity

  10. Online research: the current mr paradigm

  11. Mobile will define the future

  12. SMARTPHONES APPROACHING 50% PENETRATION Source: egg strategy

  13. Mobile is global data

  14. A local perspective

  15. “Strategic differentiation does not occur by delivering data, it occurs by redesigning thinking” defining the mobile mr future

  16. The most personal & flexible tech ever 1080p HD Video Camera 8 Megapixel Camera GPS Locator GSM/CDMA Global Antenna MicroSD 16GB Removable Storage Pocketwatch Near Field Communication (NFC) Chip for Payments Dictaphone Source: egg strategy Gyroscope Motion Sensor 3.5mm Headphone Jack Telephone Maps and Turn-by-turn Navigation

  17. STANDARD FEATURES = NEW OPPORTUNITIES • Panel Building: Consumers opt-in by downloading the app or registering via simplified web interface • QR Codes/Short Codes: Launch mobile surveys and recruit new panelists anytime and from anywhere • Geo-location: Trigger survey invitations/ reminders automatically based on the respondent’s location • Speech to Text: Quickly and easily capture qualitative, experiential feedback in real-time • Custom Research Apps: All research functionality incorporated into one solution; great for long-term panels and diary research • SMS: Still the universal feature across all devices for recruitment or short feedback engagement, especially in emerging markets • Cameras: Cameras and video are standard on almost all devices allowing respondents to share their lives in the moment • UI: Shorter, more targeted, intuitive and engaging interactions that build value over time vs. one-off projects • Meta Data: App usage, web browsing, POS, geo-location, social networking: all are possible to access Source: Kinesis Survey Technologies

  18. RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES SMARTPHONE AS PARTICIPATIPATORY SURVEY DEVICE SMARTPHONE ASETHNO TOOL ADJUNCT TO ONLINE QUAL SYSTEMS SMARTPHONE AS MOBILE QUANT DEVICE Source: egg strategy

  19. THE MOBILE MR ECOSYSTEM TODAY

  20. Industry To-Do List: • Get mobile experience now! All researchers must make a plan to begin building mobile and multimode research expertise • Launch a PR campaign to remind brands that market research is critical for honing mobile marketing strategies – it’s a new frontier for ad spending • Provide a more integrated experience throughout all components of the value chain – from ad exposure to shopping/decision making to usage/consumption • Develop all projects based on the respondents’ perspective: create a seamless end-to-end participation experience (recruitment, registration/profiling, invitation system, survey participation, incentive management, etc.) for both mobile and PC interaction • Expand recruitment practices to obtain a larger sample - recruit from traditional websites, mobile sites, social media, and general intercept Source: Kinesis Survey Technologies

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