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Vision 2020: How mobile market research will fit in for stakeholders across the insights value-chain - Lumi Mobile

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Presented by Dan Foreman, Director, Lumi Mobile …

Presented by Dan Foreman, Director, Lumi Mobile
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

Published in Technology
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  • 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. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • 3. Overview 2020 is predictable, and easy to understand
  • 4. Overview 2020 is predictable, and easy to understand Mobile Market Research will be the industry standard
  • 5. Overview 2020 is predictable, and easy to understand Mobile Market Research will be the industry standard Mobile Market Research will be nothing like it is today
  • 6. Method  45 qualitative interviews  Over 3,000 quantitative interviews  Some desk research  Whitepaper to be published February 2013
  • 7. Qualitative interviews – thanks to: Covering every continent Mixture of agency, Client, consultancy, technology Helen Jamie Eric Pravin Birju Jani Judith Clare Chul Bennie Burke Grosgogeat Shekar (mrJunction Passingham (Avon) (Shopper (9010) (FocusVision) (Krea) ) (TNS) Insight) Paul Andy Reineke Roberts Isaac Marion Arno Alistair Hill Peter Searll Lees Reitsma (SPA Rogers Koudenburg Hummerston (On (Dashboard) (Lumi (Forrester Future (2020) (Heineken) (GfK) Device) Mobile) Research Thinking) Gemma Mark David Alexande Sally Joe Edward Halliday Joe Stephens Newman r Linder Smallman Staton Appleton (Mannin Webb on (Oxford (Swaeovs n (Diageo) (GfK) (Avery g (TNS) (Active University) ki) Dennison) Gottlieb) Group) John David Andreiko Graeme Robert Branston Douglas Ana Nelems Kerdemelidi Sparshott Kramer (Research Hunter Alvarez (Active s (RBS) (McDonald’s (TNS) Partnership (Google) (PepsiCo) ) Group) ) Aysegul Maarten Orlando Simon Fiona Ataman Ben Leet Kallenberg Dave Lee Hooper- Scharning Falconer Blades (Usamp) (InsightAsia) (PSL) Greenhill (Techneost (TNS) (Mesh) (JWT) rategy) Kim-Fredrik Lord Alex Imran Ray Schneider Guy Rolfe Nick Adams Anwar David Leverhulme Johnson (Elmwood) Poynter (World (Kantar) (Microsof Feick (T- (Unilever) (Kantar) (Vision One) t) Mobile) Critical)
  • 8. Part 1 2020 is predictable, and easy to understand
  • 9. 2020 is predictable, and easy to understand  Many economic forecasts  The World is evolving  People all around the World expect significant developments in mobile
  • 10. Rank Shift in GDP, by PPP $ Rank 2010 2020 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
  • 11. Rank Shift in GDP, by PPP $ Rank 2010 2020 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
  • 12. Example: Are we ready for 1bn more China tourists? Airports Hotels 1.4 bn Language Milk $95bn – 2012 Expectations high 390 mn middle class Now 2020e * Euromonitor / GfK
  • 13. What we expect in 2020 Survey deployed using GMI / Lightspeed and client sample Responses from 3000+ people Over 90% within 1 day 2000+ images uploaded Covered all major regions 57% found it ‘fun’, less than 1% ‘boring’
  • 14. Big picture
  • 15. Device type  Nearly 4 out of 10 expect the eyes to control the device  Eyes and clothes account for nearly 2/3 of peoples expectations for 2020% 28 26 24 11 8 3 Smartphone Glasses Contact lens Clothes Bio implant Gel
  • 16. Even less of a ‘phone’ than today
  • 17. Etiquette and rule shifts There is a colleague of ours who we refer to as  Transport "The Man who isnt there" because he is so  Family connected to his mobile  School  Business Judith Passingham
  • 18. Part 2 2020 is predictable, and easy to understand Mobile Market Research will be the industry standard
  • 19. Mobile Market Research will be the industry standard  Mobile will be everywhere  Data will be everywhere  Some markets will be mobile only  The shape of the MR industry will change
  • 20. Mobile everywhere It’s not a question of if The best use of mobile is pretty much you add mobile to your everything! MR doesn’t consider research mix, but mobile enough in proposals, because in general, researchers selling to when. clients don’t have good enough knowledge of its capabilities or Reineke Reitsma limitations.Andy Lees ESOMAR GMR 2012 Report Dave Lee There are no businesses for whom mobile is not relevant. If you’re in . Researchers seek to business, you need to be in mobile. And further exploit the high if you’re in market research you need to penetration of mobile be thinking ahead of your clients. phones
  • 21. Therefore data everywhere Our connection to the digital world will literally Data used to be scarce – now become a sixth sense. We’ll it is everywhere and more be studying a digital highly detailed. The footprint of consumers, challenge is to make sense of rather than relying on it, numbers, verbatims, rich reported behavior media (audio, video, images) social impressions, millions of data points Isaac Rogers David Nelems
  • 22. Some markets will be mobile only Mobile is just another In a place like Nigeria channel...unless you if its not face to face live in Africa - then its itll be straight to the ONLY channel. mobile. Peter Searll Debbie Pruent 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. Aysegul Ataman Scharning
  • 23. The industry reports will show a different landscape 2012 2020 Mobile Mobile ** Up to <0.1 Research Research $300bn? Non Mobile Non Mobile 33.5 33.5 Research Research * Estimates in $bn ** Based on qualitative discussions with industry leaders
  • 24. Mobile Market Research will be the industry standard
  • 25. Part 3 2020 is predictable, and easy to understand Mobile Market Research will be the industry standard Mobile Market Research will be nothing like it is today
  • 26. Mobile Market Research will be nothing like it is today  The impact of mobile is colossal  Different data needs a different approach  New research models will evolve  Debriefs and outputs will be more dynamic  Many challenges to remain relevant and lead  Implications for us all
  • 27. Colossal Impact BULLDOZER…..that’s what will be the effect of mobile in MR. A typical MR project will be in the DIY mould 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
  • 28. Different data sources need a different approach Challenge the existing measures of the industry. As lifestyles change in response The way we get an answer to to technology, the research a question will change. Small industry needs to ensure they clumps of information coming are measuring the right from diverse set of sources. things. A huge thing that researchers will need to do in the future is letting go of consistency. Graeme Sparshott Alex Johnson
  • 29. Constant data stream = new skills and players People are increasingly willing to openly provide detailed self profiling, life-streaming around consumption habits, moods and emotions and 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
  • 30. The School of Hard Knocks Test, and learn. 80% or indeed 70% today is more than good enough in many scenarios rather than waiting for 100% tomorrow. CEOs and companies should LISTEN. ADAPT. EXPERIMENT. EXPAND.  REPEAT. RAPIDLY. Simon Falconer Pravin Shekar
  • 31. Debriefs are not a single event Debriefs can encourage conservative thinking. Insights become powerful, Data becomes stale very acted upon, through an quickly. Innovations that allow ongoing dialogue. Business real-time analysis to form challenges constantly actionable insight will emerge. change. Fast Data will be an organisations lifeblood. Ignore the Fast Data and you lose your edge. Thats 2020. Edward Appleton Andreiko Kerdemeledis
  • 32. Outputs are smarter, more dynamic Large traditional trackers will MR companies will need to turn into marketing projects adapt their communication that include research, styles to how people learn companies will be looking fortoday – this will mean greater instant insight and advice. Thisuse of technology, focussing on will feed directly into R&D the key big learnings, building more direct channels interactive tools, not just the with their clients. presentation workshop‘. Paul Roberts Graeme Sparshott
  • 33. Roles are clearer Humans are inconsistent, slow and expensive – You need an agency to be concise technology is not in the collection and insightful in the delivery – combining data Ray Poynter collection with consultancy – out of necessity rather than just trying to move up the value chain or There is a divide of make ourselves feel important. research skills - skilled in Two agencies or one? data collection and then figuring out what’s appropriate and useful, and when. Arno Hummerston Robert Kramer
  • 34. 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 consolidation 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
  • 35. It won’t be easy. Many challenges ahead
  • 36. Connecting with people will be harder Marketing becomes easier in 10 years. Fewer channels to cover, and a more direct connection to the consumer wherever they are, marketers have an easier time finding their consumers. The struggle will be to make a connection with that consumer. We’ll be better at digesting new information and more overall content, it’ll be harder to deliver a marketing 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
  • 37. People are in demand More and more companies will try to reach their consumers on their mobile devices with corresponding, attractive offerings. But since there are thousands of companies out there and an individual is a brand fan of usually more than one brand, I assume that this leads to an over-challenging phenomenon, as your mobile has most likely every 20 minutes another offering for you ... This is increasing complexity. Alexander Linder
  • 38. Control of your own data This move towards so called big data will lead to, under data protection legislation, the user taking a more proactive role in managing their own data. Trade your own data for rewards, be provided with rewards based on the data profiles you upload. Does this change the nature of panel provision? Perhaps panel will be virtualised, less constrained by what companies know of us rather more what we are doing and talking about. Paul Roberts
  • 39. Inertia will remain a problem – and the $ model Attracting the talent to an industry We are lazy which struggles to charge clients creatures adequately. I dont think the current model in many agencies is Ben Leet sustainable unless they can use AI to do the analysis and outsourcing can be problematic Inertia. Reliance on norms. The hassle of truly embracing Graeme Sparshott emerging markets. Andy Lees
  • 40. Front and centre In a world of digital proliferation and diversification, our understanding of the consumer at the centre of all activity is fundamental. The extent to which mobile is synonymous with the consumer will be a central component of this understanding. Mobile is Dead. Long Live Mobility. Judith Passingham Kim-Fredrik Schneider
  • 41. Typical research project? 1. More inputs; blurred qual quant boundaries; more partnerships with tech businesses; 2. Client data + open behavioral data + proprietary passive & active behavioural and (short-form) survey data 3. Will also include: • Text analytics/NLP/network analysis..... • Algorithms for more personalised research experience and incentives, improving participation rates and openness (e.g .amazon) • More inputs from quantified self (aka living data) sources • Neuroscience inputs • Video via mobile and other mobile meta data such as location, environmental conditions etc. Simon Falconer
  • 42. Some things will remain the same I know that half of the money I spend is Businesses will still have problems wasted. I just dont that need fixing. Technology, know which half. devices will change. But you still need people to answer questions. Technology and inference can only Lord Leverhulme go so far. There is a fundamental need that will remain. Alistair Hill
  • 43. In Summary  $300 bn industry?  Inevitably the central role  MMRA and MRMW will be mainstream and set standards  Are you ready for 2020?
  • 44. Thank you to our sponsors!Title Sponsor Platinum Sponsor Gold SponsorsSilver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor Association Partners Media Partners
  • 45. 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