Vision 2030: how mobile research will fit in for stakeholders across the insights value-chain - Lumi Mobile

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Presented by Dan Foreman, Director, Lumi Mobile
& Juliana Smith Holterhaus, VP Business Operations, Lumi Mobile
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Vision 2030: how mobile research will fit in for stakeholders across the insights value-chain - Lumi Mobile

  1. 1. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
  2. 2. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  3. 3. Video:  h)p://youtu.be/pBYIg5dDSY  
  4. 4. Overview         Many  predic@ons  surrounding  2030              Mobile  Market  Research  will  be     the  industry  standard              Mobile  Market  Research  will  be     nothing  like  it  is  today          
  5. 5. Method   ü  80  qualita@ve  interviews   ü       Over  12,000  quan@ta@ve  interviews   ü       Some  desk  research    
  6. 6. Qualita@ve  interviews  –  thanks  to:   Covering  every  con,nent   Mixture  of  agency,  Client,  consultancy,  technology   Jamie   Burke   (9010)   Clare  Chul   (Avon)     Isaac   Rogers   (2020)   Peter  Searll   (Dashboard)   Gemma   Stephenson   (AcEve   Group)   Sally               Smallmann   (Diageo)   David   Nelems   (AcEve   Group)   Maarten   Kallenberg   (InsightAsia)   Dave  Lee   (PSL)   Guy   Rolfe   (Kantar)   Kim-­‐Fredrik   Schneider   (World   One)   Pravin   Shekar   (Krea)   Birju  Jani   (mrJuncEon)   Andy  Lees   (Lumi   Mobile)   Alistair  Hill   (On  Device)   Mark   Halliday   (Manning   GoRlieb)   David  Newman   (Oxford   University)   Graeme   SparshoR   (McDonald’s)   Ana   Alvarez   (PepsiCo)   Fiona   Blades   (Mesh)   Eric   Grosgogeat   (FocusVision)   James   Burge   (Research     Now)   Arno   Hummerst on        (GfK)   Marion   Koudenburg   (Heineken)   Joe   Staton   (GfK)   Edward   Appleton   (Avery   Dennison)   Douglas   Hunter   (Google)   Andreiko   Kerdemelidis               (RBS)   Orlando   Hooper-­‐ Greenhill   (JWT)   Simon   Falconer   (TNS)   Alex   Johnson   (Kantar)   Lord   Leverhulme   (Unilever)   Helen   Bennie   (Shopper   Insight)   Judith   Passingham   (TNS)   Paul   Roberts   (SPA   Future   Thinking)   Reineke   Reitsma   (Forrester   Research   Alexander   Linder   (Swaeovski)   Joe  Webb   (TNS)     John   Branston   (Research   Partnership)   Robert   Kramer   (TNS)   Aysegul   Ataman   Scharning   (Techneost rategy)   Ben  Leet   (Usamp)   David   Feick  (T-­‐ Mobile)   Ray  Poynter   (Vision   CriEcal)   MarEn   Tomlinson   (Research     Now)   Peter   Teachman   (Millward     Brown)   Ian   McKinnon     (Kantar   Health)   Bob  Dance   (Fresh  Minds)   Jeremy   Carpenter   (Kantar   Mobile)   MC  Lai   (Ipsos)   Phil  Garland   (Survey   Monkey)   Barry  Ooi   (ConversaEo n  Zone)   Lenny   Murphy   (Greenbook)   Richard   ScionE   (Prophet)   VP,   (Double   Helix)   Roxanna   Strohmenger   (Forrester)   Jan   SchoRelndrei er  (Cluetec)   Carol  Haney   (Toluna)   Zoe  Dowling   (Added   Value)   Finn  Raben     (ESOMAR)   Steve   August   (RevelaEon)   Robert   Wang   (Morgan   Stanley)   David  Shim   (Placed)   Jayne  Dow   (Firefly)   Alan   Yelsey   (KVS   Studio)   Stuart   Ryder   (Ipsos)   Peter  Kirk   (WorldOne)   Sharon   Hallock   (TNS)  
  7. 7.     Many  predic@ons  surrounding  2030          
  8. 8. Many  predic@ons  surrounding  2030   Ø   Many  economic  forecasts   Ø   The  World  is  evolving   Ø   People  all  around  the  World  expect  significant   developments  in  mobile    
  9. 9. Rank  Shi5  in  GDP,  by  PPP  $   Rank   2010   2030   1   United  States   China   2   China   United  States   3   Japan   India   4   India   Japan   5   Germany   Russia   6   Russia   Germany   7   UK   Brazil   8   France   UK   9   Brazil   France   10   Italy   Mexico   11   Mexico   South  Korea   12   South  Korea   Indonesia   13   Spain   Italy   14   Canada   Canada   15   Indonesia   Spain   *  Euromonitor  /  GfK  
  10. 10. Example:  Are  we  ready  for  1bn  more  China  tourists?   Now   2020e   1.4  bn   390  mn  middle  class     Airports     Hotels     Language     Milk     $95bn  –  2012     Expecta@ons  high     *  Euromonitor  /  GfK   2030  
  11. 11. Say  what  you  will  about  Nostradamus  …     OR  
  12. 12. Our  research  …       «     Survey  deployed  using  GMI  /  Lightspeed  and  client  sample   «     Responses  from  12,000+  people   «     Over  90%  within  1  day   «     9000+  images  uploaded   «     Covered  all  major  regions       «  55%  found  it  ‘fun’,  less  than  1%  ‘boring’        
  13. 13. Big  picture  for  2030  
  14. 14. We  will  be  wearing  mobile  devices   « Over  4  out  of  10   expect  the  eyes  to   control  the  device   Richard  ScionR       Devices  may  be   somewhat  funcEon   specific  but  collecEvely   your  “wearable  network”   will  far  exceed  the   capabiliEes  available  in   today’s  mobile.   «  Wearable  devices  account  for   nearly  2/3  of  peoples  expecta@ons     20%   33%   10%   20%   9%   8%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Smart  phone   Spectacles   Contact  lens   Arm  patch  on  clothes     A  brain  implant   Liquid-­‐gel      
  15. 15. Even  less  of  a  ‘phone’  than  today  
  16. 16. E@que)e  and  rule  shi5s   þ  Transport   þ  Family   There  is  a  colleague  of   ours  who  we  refer  to  as   "The  Man  who  isn't  there"   because  he  is  so   connected  to  his  mobile   Judith  Passingham   þ  School   þ  Business   Robot  Wars  or   Robot  Laws?     Alistair  Hill  
  17. 17. Mobile  is  cri@cal   World  Bank  Spokesperson   More  people  have   [mobile]  access  to   internet  today  in  Africa   than  they  do  to  clean   water  or  even   sanitaEon.       Digital/Web  is  probably  more   important  than  air  for  many  …                     I  think  people  are  probably   learning  more  online  than  in   schools,  teachers  will  probably  be   replaced  by  robots  soon.       MC  Lai  
  18. 18. Mobile  is  invisible   We’ll  soon  be  living  in  a  real  life   matrix  –  if  you’re  not  plugged  in   you  will  literally  be  separated  from   the  rest  of  the  world.   Robert  Wang       People  won't  noEce  computers,  in  the  same  way   they  don't  noEce  sheet  metal,  but  they  will  be   everywhere  and  in  everything  from  lightbulbs  to   packets  of  juice,  in  almost  constant  contact  with  us   and  our  environment.       Andreiko  Kerdemeledis   The  internet  will  be   such  an  intrinsic  part  of   every  device  and   interacEon  we  have,   we’ll  stop  even   realizing  it  exists  at  all.     Issac  Rogers  
  19. 19.     Many  predic@ons  surrounding  2030          Mobile  Market  Research  will  be     the  industry  standard              
  20. 20.  Mobile  Market  Research  will  be  the  industry  standard     v     Mobile  will  be  everywhere   v     Data  will  be  everywhere  and  all-­‐encompassing     v     Some  markets  will  be  mobile  only   v     The  shape  of  the  MR  industry  will  change      
  21. 21. Mobile  everywhere   Andy  Lees   The  best  use  of  mobile  is  preRy  much   everything!  MR  doesn’t  consider   mobile  enough  in  proposals,  because   in  general,  researchers  selling  to   clients  don’t  have  good  enough   knowledge  of  its  capabiliEes  or   limitaEons.   Dave  Lee     There  are  no  businesses  for  whom     mobile  is  not  relevant.  If  you’re  in   business,  you  need  to  be  in  mobile.  And   if  you’re  in  market  research  you  need  to   be  thinking  ahead  of  your  clients.     It’s  not  a  quesEon  of  if   you  add  mobile  to  your   research  mix,  but   when.   Reineke  Reitsma   .    Researchers  seek  to   further  exploit  the  high   penetraEon  of  mobile   phones   ESOMAR  GMR     2012  Report  
  22. 22. Therefore  data  everywhere   Data  used  to  be  scarce  –  now   it  is  everywhere  and  more   highly  detailed.    The   challenge  is  to  make  sense  of   it,  numbers,  verbaEms,  rich   media  (audio,  video,  images)   social  impressions,  millions  of   data  points       A  defining  trend  of  the  next  hundred   years  will  be  digital  informaEon  driven   via  mobile  plamorms.  The  defining   technology  for  our  species,  for  the  next   hundred  years,  will  be  mobile…     Lenny  Murphy   Our  connecEon  to  the  digital  world  will  literally   become  a  sixth  sense.  We’ll  be  studying  a  digital   footprint  of  consumers,  rather  than  relying  on   reported  behavior   Isaac  Rogers   David  Nelems  
  23. 23. Some  markets  will  be  mobile  only   Aysegul  Ataman  Scharning   Mobile  is  just  another   channel...unless  you   live  in  Africa  -­‐  then  its   the  ONLY  channel.   Peter  Searll   Emerging  markets  will  be  the  focus  while  more  and   more  market  research  will  be  conducted  about  Asia.   Mobile  surveys  will  be  adopted  more  easily  than  any   other  tool  in  market  research.       In  a  place  like  Nigeria   if  it's  not  face  to  face   it'll  be  straight  to   mobile.   Debbie  Pruent  
  24. 24. But  who  will  lead?     The  US  market  is  more  ahead  of  the   curve  than  most;  at  least  in  my   industry,  there  is  more  opportunity   for  virtual  research  in  the  US  than  in,   for  instance  Japan,  which  can  be   extremely  restricEve  with  privacy  laws   and  what  can  be  done.   VP,  Double  Helix   Lenny  Murphy   APAC  will  probably  lead  in  some  of  the   more  advanced,  early  applicaEons  of   mobile  due  to  their  cultural  fascinaEon   with  technology,  manufacturing   capacity  of  low  cost  devices  and  robust   infrastructure.  On  the  other  hand,  the   US  will  lead  the  market  from  a   business  perspecEve,  with  the  rest  of   the  world  following  on  quickly.  
  25. 25. The  industry  reports  will  show  a  different  landscape   33.5   <0.1   Non  Mobile   Research   Mobile   Research   33.5   Non  Mobile   Research   Mobile   Research   **  Up  to   $300bn     *  Es@mates  in  $bn   **  Based  on  qualita@ve  discussions  with  industry  leaders     2012   2030  
  26. 26.        Many  predic@ons  surrounding  2030          Mobile  Market  Research  will  be     the  industry  standard          Mobile  Market  Research  will  be     nothing  like  it  is  today          
  27. 27.  Mobile  Market  Research  will  be  nothing  like  it  is  today   Ø     The  impact  of  mobile  is  colossal   Ø     Different  data  needs  a  different  approach   Ø     New  research  models  will  evolve   Ø  Debriefs  and  outputs  will  be  more  dynamic   Ø  Need  to  embrace  change   Ø     Implica@ons  for  us  all    
  28. 28. Colossal  Impact   BULLDOZER…..that’s  what  will  be    the  effect  of  mobile  in  MR.       A  typical  MR  project  will  be  in  the  DIY   mold  where  the  power  is  in  the  hands   of  the  one  who  needs  answers.     Biz  and  MR  is  going  to  change.   And  mobile  in  MR  is  NOT  just  survey   apps  and  the  like.  We  need  to  have  a   blinders-­‐off  approach.         Pravin  Shekar  
  29. 29. Back  to  Nostradamus     MR  as  we  know  it  today     will  not  exist  in  2030.       Data  capture  replaces  Data   collecEon.    Synthesizing   “Why”  quesEons  into  people’s   consumer  experience  will   replace  the  tradiEonal   quesEonnaire.              Go  mobile  or  go  home.   There  is  a  healthy  and  exciEng   future  for  market  research  albeit   one  where  disrupEon  will   fundamentally  change  the  nature    of  our  business.   The  current  business  model     of  market  research  is  not   sustainable  with  this  level  of   technological  disrupEon     Lenny  Murphy    I  don't  think  the  current  model  in   many  agencies  is  sustainable  unless   they  can  use  AI  to  do  the  analysis  and   outsourcing  can  be  problemaEc     Graeme  Sparshob     Colin  Strong   Richard  ScionR  
  30. 30. Different  data  sources  need  a  different  approach   The  way  we  get  an  answer  to   a  quesEon  will  change.  Small   clumps  of  informaEon  coming   from  diverse  set  of  sources.   A  huge  thing  that  researchers   will  need  to  do  in  the  future  is   leqng  go  of  consistency.   Alex  Johnson   Challenge  the  exisEng   measures  of  the  industry.  As   lifestyles  change  in  response   to  technology,  the  research   industry  needs  to  ensure  they   are  measuring  the  right   things.   Graeme  Sparshob    
  31. 31. Constant  data  stream  =  new  skills  and  players   People  are  increasingly  willing  to  openly    provide  detailed  self  profiling,  life-­‐streaming     around  consumpEon  habits,  moods  and  emoEons    as  well  as  desires  and  needs.       With  such  a  mass  of  highly  individuated  data,   market  research  is  going  to  have  to  get  serious   about  building  systems  that  can  handle  big  data.  So   the  only  players    that  can  win  in  the  long  game  are   IT  companies  that  borrow  research     know-­‐how  to  build  the  algorithms.         Jamie  Burke  
  32. 32. The  School  of  Hard  Knocks     CEOs  and  companies  should   LISTEN.  ADAPT.  EXPERIMENT.   EXPAND.   à  REPEAT.     à RAPIDLY.   Pravin  Shekar   Test,  and  learn.    80%  or   indeed  70%  today  is  more   than  good  enough  in   many  scenarios  rather     than  waiEng  for  100%   tomorrow.     Jayne  Dow   Give  your  people  permission  to  fail  –   that’s  the  only  way  they  will  be  able   and  willing  to  try  new  things.   Simon  Falconer  
  33. 33. Agency  role  is  more  specific   You  need  an  agency  to  be  concise   in  the  collecEon  and  insighmul  in   the  delivery  –  combining  data   collecEon  with  consultancy  –  out   of  necessity  rather  than  just  trying   to  move  up  the  value  chain  or   make  ourselves  feel  important.   Two  agencies  or  one?   Arno  Hummerston   There  is  a  divide  of   research  skills  -­‐  skilled  in   data  collecEon  and  then   figuring  out  what’s   appropriate  and  useful,   and  when.   Robert  Kramer  
  34. 34. And  so  are  people   Humans  are  inconsistent,   slow  and  expensive  –     technology  is  not   Ray  Poynter   If  we  don't  have  a  clear  vision   for  our  future  role  and  where   we  are  headed  as  an  industry   we  will  struggle  to  recruit  and   train  our  future  leaders  and   innovators.     James  Burge  
  35. 35. Debriefs  are  not  a  single  event     Edward  Appleton     Data  becomes  stale  very   quickly.  InnovaEons  that  allow   real-­‐Eme  analysis  to  form   acEonable  insight  will  emerge.   Fast  Data  will  be  an   organisaEon’s  lifeblood.  Ignore   the  Fast  Data  and  you  lose   your  edge.     Andreiko  Kerdemeledis   Debriefs  can  encourage   conservaEve  thinking.   Insights  become  powerful,   acted  upon,  through  an   ongoing  dialogue.  Business   challenges  constantly   change.  
  36. 36. The  horse  has  already  bolted   The  scary  part  is  that  most  of  this  Iron-­‐man  like   technology  already  exists,  its  just  not  quite  been   put  together  in  the  right  package  (or  in  the  right   size)  to  make  it  work…       we  just  need  to  see  a  consolidaEon  around  key   services,  key  providers,  and  a  bringing  together  of   what  already  exists,  along  with  an  industry  that’s   open  enough  to  accept  the  new.     Joe  Webb  
  37. 37. It  won’t  be  easy.  Many  challenges  ahead  
  38. 38. Connec@ng  with  people  will  be  harder   MarkeEng  becomes  easier  in  10  years.   Fewer  channels  to  cover,  and  a  more   direct  connecEon  to  the  consumer   wherever  they  are,  marketers  have  an   easier  Eme  finding  their  consumers.       The  struggle  will  be  to  make  a  connecEon   with  that  consumer.    We’ll  be  beRer  at   digesEng  new  informaEon  and  more   overall  content,  it’ll  be  harder  to  deliver  a   markeEng  message  that  isn’t  directly   targeted  at  the  specific  consumer.    In  a   way,  the  consumer  is  easier  to  find      but  harder  to  touch.       Isaac  Rogers   We’ll  shiv  from  casEng   wide  nets  to  very  narrow   ones  –  because  [today]   there’s  a  lot  of  noise  and  a   lot  of  waste  –  so  imagine  a   place  where  there’s  a  lot   less  guessing  –  and  a  lot   more  of  a  direct   relaEonship  between  the   individual  and  adverEsing,   buying,  selling  …     Phil  Garland  
  39. 39. Control  of  your  own  data   This  move  towards  so  called  big   data  will  lead  to,  under  data   protecEon  legislaEon,  the  user   taking  a  more  proacEve  role  in   managing  their  own  data.  Trade   your  own  data  for  rewards,  be   provided  with  rewards  based  on   the  data  profiles  you  upload.   Paul  Roberts   Market  research  will   specialize  in  meaningful   exchanges  with   consumers.  This  access   will  most  likely  come  at  a   high  price  as  consumers   begin  to  see  the  value  in   their  opinion  and   personal  data.   Josephine  Hansom  
  40. 40. Dealing  with  the  data    When  it  comes  to  the  future  of  big   data,  we  need  a  reciprocal  give  and   take  with  the  consumer  –  right  now   the  value  exchange  is  not  clear.   .     David  Shim   Bob  Dance   Jan  Schobelndreier   I  think/hope  there  will  be  beRer    handle  on  the  ‘big  data’  topic  …  adding   another  17  years  with  lots  of  new  cool   web  informaEon  and  other  services,   there  will  be  huge  amounts  of  data  …   someone  needs  to  sort  it  out  and    make  sense  of  it…   So  the  advent  of  personalised   informaEon  requires  us  to  rethink  our   modus  operandi  …  We  will  need  to   change  from  being  providers  of  non   intervenEonist  data  interpretaEon  to   a  more  direct  role  in  improving   consumer  experiences  as  a  direct   result  of  them  talking  to  us  …     We  need  to  capture   knowledge,  not  just   data.  That’s  where   the  value  lies.       Alan  Yelsey  
  41. 41. The  value  of  privacy       The  tension  between  privacy  and   sharing  of  our  data  will  conEnue,  yet   we  will  become  more  knowledgeable   on  what  it  means  to  share  data,  and   we  will  see  further  regulaEons  and   guidelines  built  into  data  acquisiEon   for  commercial  purposes.     Carol  Haney   .    And  while  there’s  an  uneasiness   associated  with  this  today  -­‐  I   wonder  if  this  is  something   we’ll  just  take  for  granted  20   years  from  now.   Ian  McKinnon   People  expect  that  they  are  being  tracked  and  are   comfortable  with  it  –  as  long  as  the  informaEon  is   being  used  to  help  them  in  someway.  It’s  not   creepy  if  it’s  USEFUL     Jayne  Dow  
  42. 42. Embracing  change  –  the  need  for  new  methods   .         InnovaEons  will  lead  to  more  data   and  more  complex  ways  of  looking   at  data,  however  they  will  also   bring  about  more  creaEve,   engaging  and  less  taxing  ways  of   collecEng  informaEon  from   consumers.   Jeremy  Carpenter   Roxie  Strohmenger   It’s  all  about  reframing  how  we  get  insights  from   consumers.  We  must  use  mobile  as  a  vehicle  as  it  opens   up  so  many  new  avenues  that  we  didn’t  have  before.     Peter  Teachman  
  43. 43. We  need  to  evolve   Short.  Focused.  We  live  in  a  140       character  world  –  people  live  in  sound  bites   and  their  aRenEon  span  has  adjusted  to   match.  We  as  researchers  need  to   accommodate  this  shiv.     Zoe  Dowling   Biggest  Challenge:  The   mindsets  of  research  buyers   and  researchers.    The  sun  is   seqng  on  the  200-­‐page   quarterly  analysis  and  the   50-­‐page  monthly  tracker.     Researchers  will  need  to   learn  how  to  find  and  tell  the   stories  in  new  ways.     Stuart  Ryder     MR  companies  will  need  to     adapt  their  communicaEon  styles  to   how  people  learn  today  –  this  will   mean  greater  use  of  technology,   focussing  on  the  key  big  learnings,   interacEve  tools,  not  just  the   'presentaEon  workshop‘.   Graeme  Sparshob  
  44. 44. Mobile  is  the  Tool  –  not  the  Solu@on   Steve  August   Expect  a  dizzying  array  of  choices   when  it  comes  to  mobile  research.     But  remember    mobile  doesn’t   automaEcally  mean  good  research.     Mobile  is  simply  a  medium  that  gives   you  the  opportunity  to  get  closer  to   your  customers  than  ever  before.  It's   sEll  takes  research  skills  to  make   mobile  deliver.       Don’t  chase   technology.     Technology  is  a  tool   to  uncover  insights.     Chase  insights.     Stuart  Ryder   .    The  beauty  of   mobile  is  not  about   the  device  –  it’s  the   state  of  being  .     Jayne  Dow  
  45. 45. Typical  research  project?   1.          More  inputs;  blurred  qual  quant  boundaries;  more      Partnerships  with  tech  businesses;  .   2.          Client  data  +  open  behavioral  data  +  proprietary  passive  &      acEve  behavioural  and  (short-­‐form)  survey  data   3.          Will  also  include:   •  Text  analyEcs/NLP/network  analysis.....   •  Algorithms  for  more  personalised  research  experience  and   incenEves,  improving  parEcipaEon  rates  and  openness  (e.g.   Amazon)   •  More  inputs  from  'quanEfied  self'  (aka  'living  data')  sources   •  Neuroscience  inputs   •  Video  via  mobile  and  other  mobile  meta  data  such  as  locaEon,   environmental  condiEons  etc.   Simon  Falconer  
  46. 46. Iner@a  will  remain  a  problem   Andy  Lees   We  are  lazy  creatures   InerEa.  Reliance  on  norms.       The  hassle  of  truly  embracing   emerging  markets.   Ben  Leet  
  47. 47. Front  and  center   Kim-­‐Fredrik  Schneider   In  a  world  of  digital  proliferaEon       and  diversificaEon,  our   understanding  of  the  consumer  at   the  centre  of  all  acEvity  is   fundamental.   The  extent  to  which  mobile  is   synonymous  with  the  consumer  will   be  a  central  component  of  this   understanding.   Judith  Passingham   Mobile  is  Dead.   Long  Live  Mobility.         Mobile  market  research     will  have  to  be  a  fundamental   element  of  any  MR  project.  To  get   to  the  people  you  want  to  get  to  –   you  have  to  use  mobile  –  it    will  be   the  most  facilitaEng  and     meaningful  point  of  contact.     Finn  Raben  
  48. 48. Not  there  yet     CollecEng  data  using  a  mobile   device  is  a  huge  buzz  in  the   industry,  but  it  hasn’t  replaced   other  modes  of  data  collecEon   …  yet.  When  it  does  happen  –   it’s  going  to  transform  porEons   of  the  MR  industry.   Carol  Haney   .    I  think  the  future  will  look  more  like   today  than  we  expect.    As  an   example:  I  was  in  the  airport,  walking   past  a  newsstand  where  there  was  a   magazine  with  a  grumpy  looking   Buzz  Aldrin  with  the  quote,  “You   promised  us  Mars  colonies  and  all     we  got  was  Facebook.”     Steve  August   The  medium  opens  so  many  possibiliEes  but  it   seems  to  be  taking  a  long  Eme  for  the  industry   to  embrace  these!   Fiona  Blade  
  49. 49. Some  things  will  remain  the  same   Lord  Leverhulme   Businesses  will  sEll  have  problems   that  need  fixing.  Technology,   devices  will  change.  But  you  sEll   need  people  to  answer  quesEons.   Technology  and  inference  can  only   go  so  far.  There  is  a  fundamental   need  that  will  remain.   Alistair  Hill   I  know  that  half  of   the  money  I  spend  is   wasted.  I  just  don't   know  which  half.  
  50. 50. Much  like  the  Wizard  of  Oz                                 Like  the  Tin  Man:   «  Do  we  have  the   heart?   Like  the  Scarecrow:     «  Do  we  have  the   brains?   And  like  the  Lion:     «  Do  we  have  the  courage?    
  51. 51. In  Summary   ­   $300  bn  industry?   ­   Inevitably  the  central  role   ­   MMRA  and  MRMW  will  be  mainstream  and  set  standards   ­   Are  you  ready  for  2030?  
  52. 52. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  53. 53. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry

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