at Market Research in the Mobile World Europe 23 - 26 September 2014, Belin, Germany This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW

2. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

3. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

4. 22.09.2014– Streng vertraulich, Vertraulich, Intern – Autor / Thema der Präsentation 1
TravelTheFuture-mobileresearch2024
Scenario Modelling
July 2014

5. INTRODUCTION

6. Us
Researchers
Design Thinking Experts
… and much more

7. Creation Center
& UDI
Offices in Berlin
Human centered consulting / innovation
Bridging R&D and business
Supports Deutsche Telekom
We love cross-industry projects

8. Telekom Innovation
Laboratories (T-Labs)
Offices in Berlin, Palo Alto, Tel Aviv
Research & Development unit
300 employees
Cooperation with TU & UdK Berlin

9. Deutsche Telekom
One of the largest telecommunications providers,
260,000 employees, 65bn EUR revenue
active in over 50 countries, owns T-Mobile and T-Systems
Headquarter in Germany,
Core regions are Europe and the US

10. THECREATIONCENTER

11. PLATFORM FOR HUMAN CENTERED INNOVATION

12. APHYSICALSPACEINBERLIN.

13. 10
CREATIONCENTERISDESIGNTHINKINGPLUS.

14. DESIGNTHINKING

15. INNOVATION THROUGH THE EYES OF THE USER

16. SERVICE DESIGN THINKING ELEMENTS
flexible
Space
modular
Tools
Interdisciplinary
multi-cultural
Team

17. USER CENTERED DESIGN THINKING FLOW
• Xxx

18. NEEDFORATIMEMACHINE
INIDEATIONPROCESS

19. 16
A time machine is needed for ideation whenever you need a long term
vision in order to plan the next steps/ milestones.
Especially for longterm investment decisions you need the time machine.
A time machine is a scenario or multiple scenarios that you use to think
through possible future realities.
The scenario helps to find the best strategy for the company/ business.
2016 20172014 2015 2020 20212018 2019 2023 20242022
Current, incremental
innovation & short term
planning
Looking into the future, deriving a
sustainable long-term target
scenario
WHY WE NEED A TIME MACHINE

20. TODAY
POSSIBLE PROJECT FLOW

21. SCENARIOMODELLING
KEYFACTOR DEFINITION

22. 19
Generationprocessofrelevantkeyfactors.
subltesublte
obviousobvious
Research
Techniques

23. 20
Fourcriteriatoproofakeyfactor.
• two extreme values
• uncertain in its extreme values
• relevant for the specific business
• independent from the other key factors

24. KEYFACTORS
FUTUREOFMARKETRESEARCH

25. A: Mobile Research
Techniques
subtle
wearables, implants,
tracking, device monitoring
1
2
smartphones, tablets,
self‐ethnography,
interviewing...
obvious
The way how we integrate and implement research technology into
people‘s life – active/ passive, obvious/ subtle opens new opportunities
and challenges.

26. B: Approach
H2H
Human to Human
1
2
Machine to Machine
M2M
How will market research be conducted? Will it either be human to
human or machine‐to‐machine? Imagine a world where research
computers ask people‘s digital assistants and devices. Machines know a
lot about human behaviour. But what about empathy, hiden needs, …?

27. C: Data
Big Data
aggregations, statistics,
synthetic data
1
2
individual, direct,
person centric,
qualitative
“Small Data”
The majority of market research data could be either person centric or
anonymous or even artificial (synthetic). Both extremes allow different
business models in the field of Big Data & Data Analytics. What are the
opportunities for consumers as well as for companies in every extreme?

28. D: Researcher
consumer
giving feedback,
demonstrating
1
2
asking questions,
observing
agency
What is the accepted and most trusted researcher – the user himself
giving feedback or market research agencies asking questions? What is
the role of agencies in a consumer driven feedback culture? In an
agency driven model, how can agencies be the better researchers?

29. CREATINGSCENARIOS
VIA KEYFACTOR COMBINATION

30. 27
A: Mobile Research
Techniques
subtle
1
2
obvious
C: Data
Big Data
1
2
“Small Data”
Creationofexplorativescenariosbykeyfactorcombination.
Subtle Market Research Techniques like In-App Tracking, Implants, Wearables collect „Small
Data“ – person centric, individual….

31. ScenariosScenariosScenario: Day in a LifeScenarios
Personasandtheirday-in-a-lifesmakefuturescenarios
tangibleandhuman.

32. WORKSHOP
TOOLSANDTASKS

33. 22.09.2014– Streng vertraulich, Vertraulich, Intern – Autor / Thema der Präsentation 30
AGENDA
13:30 – 13:50 Welcome, Presentation
13:50 – 14:20 Dive into Key Factors (Tags, Headlines)
14:20 – 15:00 Scenario Definition (Key Factor combination, Future
Personas, Day in a Life Events of Personas)
15:00 – 15:15 Coffee Break
15:15 – 15:45 Time Machine Ideation (Use Scenario & Day-in-a-life to
come up with new Mobile Market Research Ideas, Find
Opportunity Fields, write Mini Napkins)
15:45 – 16:15 Presentation
16:15 – 16:30 Q&A
16:30 End

35. CONTACT
annette.boehmer@telekom.de
Creation Center
Empathic Research & Ideation Specialist
+491709257578
www.creation-center.de
www.facebook.com/CreationCenter
www.unternehmen-idee.de
joern.schulz@telekom.de
User Driven Innovation
Research Associate
+491703304041

36. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

37. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

38. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW