Online qualitative research @twittcher sep. 29, 2010
Mrmw ty
1.
2. Day2 Chair,
Guy Roff, Kantar Mobile
マレーシアの首都クアラルンプールは、気温30°ペテロナスタワーがランドマーク。
セッションの様子は地元の経済紙に。
The Star Business
DON’T SWITCH
OFF YOUR
MOBILE PHONE!!
(but keep silent and
TWEET!)
Day1 Chair,
Ray Poynter, Vision Critical
Feb 4: Smartphone seen
becoming the center of digital
marketing
If you don't have a
mobile strategy, you're
not going to grow.
4. • Mobile is still, and perhaps increasingly, a hot topic for a wide cross-
section of buyers, users, and providers of research.
• One key trend from the conference was that although smartphones are
great for qual, and whilst some interesting work is happening on tablets,
and despite the need to use feature phones at the moment, the future of
most MMR (by volume and value) will be via smartphones and will relate
to quantitative research.
• Several of the presentations highlighted that a key challenge, with MMR,
is sourcing an appropriate sample. However, this problem is being reduced
by the growing number of mobile panels that are springing up around the
world, and the adoption of mobile-enabled research communities.
Session Chair, Ray Poynterによる総括 その1
48. Session Chair, Ray Poynterによる総括 その2
• Another challenge for MMR is the issue of how to fit a mode that
focuses on short surveys (2, 3, 5, or perhaps 10 minutes) into a
market where surveys have been getting longer and longer (30, 40,
and even 60 minutes). The general agreement is that MMR is not a
replacement technology for doing long surveys, it has its own
strengths and these are the key to what it should be used for.
• In the future, indeed now, passive data, questionnaires, and social
media need to be integrated – mobile will be key to this integration,
but the integration will require a big data competence (which in
turn implies utilising people like data scientists).
• The feeling from the audience at MRMW was that what the
research industry needs now are more case studies, more RoR, and
more ‘best practice’ guides.
