TM      Proudly supported by Kantar, the Leader in Mobile Marketing Research                                              ...
Thank you to our sponsors!Title Sponsor    Platinum Sponsor                             Gold SponsorsSilver Sponsor       ...
The art of not relying on recall:The use of pop-up communities for mobile researchFreshMinds Research @ MRMWJanuary 2013
Our interest in Communities arose from initial   experiences with Online Focus Groups
Three main trends led us into looking more closely at Communities                           Changes inThe maturing of the ...
But – it was the rise of mobile which brought it all together
We rely on consumers to accurately recall events
Memory is subject to flawAnd respondents are selective about what they tell us    Mobile can better capture emotional resp...
So by using mobile within short term pop-up           communities we can..      Assign                         Control the...
…and it’s proving to be of real benefit to our clients                                  BringingReal time       On-the-go ...
CASE STUDY: SPECIALIST FOOD MANUFACTURERA specialist food manufacturer finds    They need to boost the brand its ‘niche’ p...
We used an online community to develop concept ideas                                               Storyboards
..and a creative workshop to refine ideas and optimise concepts
However, it is not all plain sailing
Mobile also presents its own difficulties                 Not allEveryone is   phones have      Infrastructure     Dealing...
So, what have we learnt?
Make it fun      Keep it simplePut yourself in their shoes                                     Private & Confidential     ...
Going forward...what does the future hold?
The future for Mobile                  More         Rethink the    A new model Increasing     effective       way we      ...
…the future?                      Private & Confidential               © 2011 FreshMinds / Page 19
How to find us (if you are ever in London!):             Our contact details:                                             ...
Thank you to our sponsors!Title Sponsor    Platinum Sponsor                             Gold SponsorsSilver Sponsor       ...
TM      Proudly supported by Kantar, the Leader in Mobile Marketing Research                                              ...
The art of not relying on recall: The use of pop-up communities for mobile research - Freshminds Research
The art of not relying on recall: The use of pop-up communities for mobile research - Freshminds Research
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The art of not relying on recall: The use of pop-up communities for mobile research - Freshminds Research

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Presented by Bob Dance, Director of Research , Freshminds Research
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia

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

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The art of not relying on recall: The use of pop-up communities for mobile research - Freshminds Research

  1. 1. TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET
  2. 2. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  3. 3. The art of not relying on recall:The use of pop-up communities for mobile researchFreshMinds Research @ MRMWJanuary 2013
  4. 4. Our interest in Communities arose from initial experiences with Online Focus Groups
  5. 5. Three main trends led us into looking more closely at Communities Changes inThe maturing of the consumer Emergent costdigital environment involvement with efficiencies brands
  6. 6. But – it was the rise of mobile which brought it all together
  7. 7. We rely on consumers to accurately recall events
  8. 8. Memory is subject to flawAnd respondents are selective about what they tell us Mobile can better capture emotional responseMobile offers a solution to combat both to some degree Private & Confidential © 2011 FreshMinds / Page 6
  9. 9. So by using mobile within short term pop-up communities we can.. Assign Control the Collect real specific tasks research time insights environment
  10. 10. …and it’s proving to be of real benefit to our clients BringingReal time On-the-go Natural way consumersinsights capture to engage even closer
  11. 11. CASE STUDY: SPECIALIST FOOD MANUFACTURERA specialist food manufacturer finds They need to boost the brand its ‘niche’ positioning under threat identity and move into otherfrom Me-Too offerings and Premium innovative areas which fit a Own Label strengthened identity
  12. 12. We used an online community to develop concept ideas Storyboards
  13. 13. ..and a creative workshop to refine ideas and optimise concepts
  14. 14. However, it is not all plain sailing
  15. 15. Mobile also presents its own difficulties Not allEveryone is phones have Infrastructure Dealing with learning the same issues the output capabilities Private & Confidential © 2011 FreshMinds / Page 14
  16. 16. So, what have we learnt?
  17. 17. Make it fun Keep it simplePut yourself in their shoes Private & Confidential © 2011 FreshMinds / Page 16
  18. 18. Going forward...what does the future hold?
  19. 19. The future for Mobile More Rethink the A new model Increasing effective way we forquantitative mapping of conduct understanding use customer basic customer journeys surveys behaviour
  20. 20. …the future? Private & Confidential © 2011 FreshMinds / Page 19
  21. 21. How to find us (if you are ever in London!): Our contact details: Bob Dance Research Solutions Director bob.dance@freshminds.co.uk 020 7692 1022 FreshMinds 229-231 High Holborn London WC1V 7DA www.freshminds.co.uk T: 020 7692 4300 E:info@freshminds.co.uk> Nearest tubes: Holborn (Piccadilly and Central line) Tottenham Court Road (Central and Northern line)> Buses: 188, 168, 91, 19, 68, 38 and 59 Private & Confidential © 2011 FreshMinds / Page 21
  22. 22. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  23. 23. TM Proudly supported by Kantar, the Leader in Mobile Marketing Research January 30-31, 2013 Kuala Lumpur, Malaysia Organized byAsia-Pacific Edition 2013 WWW.MRMW.NET
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