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*            ...
AN INDUSTRY IN THE MIDST OF TRANSFORMATION                                        Research Buyers are             Major st...
THE FUTURE IS GLOBAL       Millions        431       720    336     600     366     284     512    709    666       100810...
MROCS, TEXT ANALYTICS & MOBILE OH MY!
WHAT EMERGING TECHNIQUES ARE BEING USED TODAY?       Online Communities                                                   ...
WHAT EMERGING RESEARCH TECHNIQUES WILL BE USED IN                     2012?      Social Media Analytics                   ...
MOBILE: THE DEFINITION OF UBIQUITY
ONLINE RESEARCH: THE CURRENT MR PARADIGM
MOBILE WILL DEFINE THE FUTURE
SMARTPHONES APPROACHING 50% PENETRATIONSource: egg strategy
MOBILE IS GLOBAL DATA
A LOCAL PERSPECTIVE
DEFINING THE MOBILE MR FUTURE“Strategic differentiation   does not occur bydelivering data, it occursby redesigning thinki...
THE MOST PERSONAL & FLEXIBLE TECH EVER                 8 Megapixel      1080p HD             GPS Locator   GSM/CDMA Global...
STANDARD FEATURES = NEW OPPORTUNITIES   • Panel Building: Consumers opt-in by downloading     the app or registering via s...
RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES        SMARTPHONE AS                  SMARTPHONE        PARTICIPATIPATORY      ...
THE MOBILE MR ECOSYSTEM TODAYMOBILE SURVEY   MOBILE MROCS       MOBILE          INTEGRATED      MOBILE QUAL     NON-MRPLAT...
Industry To-Do List:    •     Get mobile experience now! All researchers must make a plan to begin building mobile and    ...
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Some like it mobile

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  • At the point where that orange or blue line crosses the dotted red, that’s where smartphones have started taking over, a trend that is not likely to even start to flatten out before it hits 80 or 85%
  • People are throwing money into this category enthusiastically.
  • Some like it mobile

    1. 1. MOBILE LIFE:THE NEW MR PARADIGM
    2. 2. SETTING THE CONTEXT: MR AT AN INFLECTION POINT
    3. 3. 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)Source: Cambiar Future of Research Study, 2011
    4. 4. AN INDUSTRY IN THE MIDST OF TRANSFORMATION Research Buyers are Major structural and more optimistic (75%) systemic changes being than Suppliers (60%) faced by those in the about the changes marketing research happening, although industry, and virtually clearly overall both view everyone involved the changes as more acknowledges it. promising than threatening. Gaps between Suppliers and Buyers, tenure in Social media, mobile, the industry, age of MROCs and text respondents and analytics are the newer geographic location techniques most likely exist when it comes to to be used in the emerging technology foreseeable future. adoption.
    5. 5. THE FUTURE IS GLOBAL Millions 431 720 336 600 366 284 512 709 666 1008100% 4% 3% 5% 11% 12%90% 19% 32% 35%80% 47%70% 53% 55% 65% 57%60% 53% 53% 38% 22% 19%50%40%30% 53%20% 43% 42% 43% 46% 46% 35% 38% 36% 35%10% 0% 2003 2004 2005 2006 2007 2008 2009 S2010 F2010 2011 Only in US Both Inside and Outside US Only Outside US
    6. 6. MROCS, TEXT ANALYTICS & MOBILE OH MY!
    7. 7. WHAT EMERGING TECHNIQUES ARE BEING USED TODAY? Online Communities 44% 33% Social Media Analytics 38% 26% Data Mining 35% 31% Text Analytics 26% 21% 16% Mobile Surveys 22% Eye Tracking 15% 10% 14% Webcam-Based Interviews 16% Visualization Analytics 11% 9% Prediction Markets 11% 9% "Apps" based research 11% 11% 8% Crowdsourcing 7% NeuroMarketing 7% 5% Mobile Qualitative 7% 11% 6% Virtual Environments 7% Research buyer or client Mobile Ethnography 6% 10% Research provider or supplier Biometric Response 5% 4% Serious Games 0 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Note: Among research buyers (n=209) and research suppliers (n=799).
    8. 8. WHAT EMERGING RESEARCH TECHNIQUES WILL BE USED IN 2012? Social Media Analytics 52% 39% Online Communities 52% 46% Data Mining 41% 31% 37% Mobile Surveys 41% Text Analytics 34% 31% 22% "Apps" based research 23% 22% Webcam-Based Interviews 26% 22% Mobile Qualitative 28% 20% Mobile Ethnography 24% Prediction Markets 18% 14% Eye Tracking 16% 13% Visualization Analytics 13% 14% 12% Crowdsourcing 13% 10% NeuroMarketing 9% Research buyer or client 8% Virtual Environments 12% Research provider or supplier 6% Biometric Response 6% 1% Serious Games 6% 0% 10% 20% 30% 40% 50% 60% Note: Among research buyers (n=209) and research suppliers (n=799).
    9. 9. MOBILE: THE DEFINITION OF UBIQUITY
    10. 10. ONLINE RESEARCH: THE CURRENT MR PARADIGM
    11. 11. MOBILE WILL DEFINE THE FUTURE
    12. 12. SMARTPHONES APPROACHING 50% PENETRATIONSource: egg strategy
    13. 13. MOBILE IS GLOBAL DATA
    14. 14. A LOCAL PERSPECTIVE
    15. 15. DEFINING THE MOBILE MR FUTURE“Strategic differentiation does not occur bydelivering data, it occursby redesigning thinking”
    16. 16. THE MOST PERSONAL & FLEXIBLE TECH EVER 8 Megapixel 1080p HD GPS Locator GSM/CDMA Global Antenna Camera Video Camera MicroSD 16GB Removable Storage Pocketwatch Near Field Communication (NFC) Chip for Payments Dictaphone Gyroscope Motion Sensor 3.5mm Headphone Jack Telephone Maps and Turn-by-turn NavigationSource: egg strategy
    17. 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 accessSource: Kinesis Survey Technologies
    18. 18. RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES SMARTPHONE AS SMARTPHONE PARTICIPATIPATORY AS SURVEY DEVICE ETHNO TOOL ADJUNCT TO SMARTPHONE ONLINE QUAL AS MOBILE SYSTEMS QUANT DEVICESource: egg strategy
    19. 19. THE MOBILE MR ECOSYSTEM TODAYMOBILE SURVEY MOBILE MROCS MOBILE INTEGRATED MOBILE QUAL NON-MRPLATFORMS •VISION CRITICAL ETHNOGRAPHY PANEL/SURVEY •20/20 PLATFORMS•KINESIS •PASSENGER •EGG STRATEGY •CINT •QUALVU •WAYIN•TECHNEOS •GONGOS OVER THE •USAMP •FOCUS FORUMS •OPINIONAIDED•SURVEY SHOULDER •RESEARCH NOW •QRIOUSLY •MOBILE •ITRACKS ANALYTICS MEASURE •ETHOS APP •SSI •POLLBOB •FOCUSVISION•MARKET TOOLS •RAMIUS •REVELATION •TOLUNA •IKNOW •DUB•ONE POINT •COMMUNISPACE •CIVICOM •PUREPROFILE •SURVEY•DECIPHER •PLUGGEDIN •VISIONSLIVE •JANA MONKEY•IPINION •VOVICI (TXTEAGLE) •FACEBOOK•LUMI MOBILE •GOOGLE•NPOLLS •LOCKERZ•SKOPOS •TIIPZ•JETJAW •MOBILEWALLA •FOURSQUARE •YELP
    20. 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 interceptSource: Kinesis Survey Technologies

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