The game of context: How mobile context-based measurement impacts the future of survey research. Context is a key influencer of consumer behavior, yet we keep on conducting (survey) research without taking into account these context elements. Demonstrating how a context based survey design gives a more realistic measure of the potential of product concepts. Bringing insights into how in-context measurement leads to better and more predictable data based on an interesting project done in cooperation with DE Master Blenders 1753. Presented at the MRMW Europe Conference on Sep 16, 2015 in London by Frans Van Bommel, Market Research Manager at Jacobs DouweEgberts (JDE) and Katia Pallini, Research Innovation Manager at InSites Consulting

3. Context IS A
KEY INFLUENCER
OF WHAT WE DO

4. YET WE KEEP
GOING FOR
representative
DESIGNS

5. TIME TO dare
OURSELVES

6. THE POWER
OF mobile

7. THE GAME
OF context

8. AN
INSTANT
coffee
STORY

9. Supermarket Breakfast Lunch Tired Break

10. CONTEXT
TRIGGERS
PRODUCT
relevance

11. Intention
SCORES
SIMILAR

12. MORE
predictive
POWER

13. BETTER
prediction OF
BEHAVIOUR

17. DECREASE
gap between
INSIGHT AND
ACTIONS

19. WE NEED
TO APPROACH
THINGS
differently