The document summarizes a presentation given by Leslie Townsend of Kinesis Survey Technologies at the Festival of NewMR in 2014. The presentation focused on current and future trends in mobile research, including the increasing importance of mobile optimization, the rise of beaconing and location-based data collection, and customization of the respondent experience. Townsend predicted greater integration between devices and testing of user experience consistency across the mobile landscape. The presentation concluded by thanking sponsors who made the festival possible.

1. The
Fes'val
of
NewMR
2014
would
not
be
possible
without
our
sponsors.
Thanks
to:
Our
Pla'num
Sponsor
for
2014
Silver
Sponsors
Session
Sponsors
Media
Partner
Fes'val
Supporters
• Schlesinger
Associates
• GMI
• krea
The
Fes'val
of
2014

2. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Keeping
Pace
with
the
Mobile
World
Some
Reali'es,
Some
Predic'ons
2014
Pla9num
Sponsor
Leslie
Townsend
Co-­‐founder
and
CEO,
Kinesis
Survey
Technologies
United
States

3. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Unintentional
Mobile Respondent
Micro-Polls
Location-based,
Event-based triggers
•
Project
may
or
may
not
be
Mobile
Enabled/
op9mized
•
A
greater
considera9on
of
this
respondent
pool
is
required
•
Require
or
are
best
implemented
with
an
app
•
Essen9al
with
beaconing
and
wearables
•
Favorable
for
other
non-­‐recruited
app
approaches
Mobile
Segments

4. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Mobile IS Traditional
50% of our US Traffic is Generated by mobile
15% - 25% of DoI
panelists are
recruited
via mobile
Testing for
mobile is no
longer an option
It’s a
REQUIREMENT

5. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Marketing
Technology
Social
Media
Big Data
Analytics
Mobile
Investing in Mobile

6. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Predicting the Future of Mobile

7. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Prediction One:
Beaconing
Wait? What are beacons?
• Beacons capture locations of consumers within a retail environment
• Different and more localized than
geolocation services, geofencing,
and geotracking
• Uses a small Bluetooth-enabled device to
Interact with a consumer app
• Promotions
• Rewards for checking out new products
• Additional product information
• Capture customer feedback
Communication could include:

8. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Text
Box
Prediction Two:
Apps versus Browsers
•
Ongoing
development
and
maintenance
•
Development
can
be
married
across
devices
•
Less
Flexibility/greater
9me
to
deployment
•
Higher
comple9on
rates
rela9ve
to
browsers
•
BeRer
suited
for
longitudinal/tracking
projects
•
Access
to
greater
func9onality
•
Control
the
experience
•
Incopora9on
of
geotracking,
passive
metering,
And
other
behind-­‐the-­‐scenes
data
collec9on
•
Deploy
within
minutes/hours
•
Higher
dropout
rates
rela9ve
to
app
•
Ideal
for
many
project
types
•
Browser
can
manage
MOST
things
•
Experience
will
differ
from
browser
to
browser
•
Clumsier
implementa9on
via
the
browser

9. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Prediction Three:
Customizable Experiences
Respondents will be given
greater control over the
communications they receive

10. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Prediction Four:
Value Proposition
Content and technology venders will have a
leg up in data collection
Devices and content will become
the reward for collecting data,
even if consumers must pay for them.

11. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Prediction Five:
User Experience
TESTING
CONSISTANCY
&

12. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Prediction Six:
Wearables
Full integration between devices

13. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
Conclusion

14. Leslie Townsend, Kinesis Survey Technologies, United States
Festival of NewMR, December 2014
THANK
YOU
2014
Pla9num
Sponsor
Leslie
Towsend
Co-­‐founder
and
CEO,
Kinesis
Survey
Technologies
United
States

15. The
Fes'val
of
NewMR
2014
would
not
be
possible
without
our
sponsors.
Thanks
to:
Our
Pla'num
Sponsor
for
2014
Silver
Sponsors
Session
Sponsors
Media
Partner
Fes'val
Supporters
• Schlesinger
Associates
• GMI
• krea
The
Fes'val
of
2014