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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 *. 70% of whom expect this to be evident by 2015. *38% among total respondents (N=160).

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Mobile life the new mr paradigm

Mobile life: the new MR paradigm


Setting the context mr at an inflection point

Setting the context: mr at an inflection point


Don t take my word on it
DON’T take my word on it

Almost60% 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



The future is global
THE FUTURE IS GLOBAL

Millions

431

720

336

600

366

284

512

709

666

1008


Mrocs text analytics mobile oh my
Mrocs, text analytics & mobile oh my!


What emerging techniques are being used today
What emerging techniques are being used today?

Note: Among research buyers (n=209) and research suppliers (n=799).


What emerging research techniques will be used in 2012
What emerging Research Techniques will be used in 2012?

Note: Among research buyers (n=209) and research suppliers (n=799).





Mobile life the new mr paradigm

SMARTPHONES APPROACHING 50% PENETRATION

Source: egg strategy




Strategic differentiation does not occur by delivering data it occurs by redesigning thinking

“Strategic differentiation does not occur by delivering data, it occurs by redesigning thinking”

defining the mobile mr future


The most personal flexible tech ever
The most personal & flexible tech ever data, it occurs by redesigning thinking”

1080p HD

Video Camera

8 Megapixel

Camera

GPS Locator

GSM/CDMA Global Antenna

MicroSD 16GB

Removable Storage

Pocketwatch

Near Field Communication

(NFC) Chip for Payments

Dictaphone

Source: egg strategy

Gyroscope Motion

Sensor

3.5mm Headphone Jack

Telephone

Maps and Turn-by-turn Navigation


Mobile life the new mr paradigm

STANDARD FEATURES = NEW OPPORTUNITIES data, it occurs by redesigning thinking”

  • 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 access

Source: Kinesis Survey Technologies


Mobile life the new mr paradigm

RAPIDLY DEVELOPING, MANY ENTRANTS & data, it occurs by redesigning thinking” ANGLES

SMARTPHONE AS

PARTICIPATIPATORY

SURVEY DEVICE

SMARTPHONE

ASETHNO TOOL

ADJUNCT TO

ONLINE QUAL

SYSTEMS

SMARTPHONE

AS MOBILE

QUANT DEVICE

Source: egg strategy


Mobile life the new mr paradigm

THE MOBILE MR ECOSYSTEM TODAY data, it occurs by redesigning thinking”


Mobile life the new mr paradigm

Industry To-Do List: data, it occurs by redesigning thinking”

  • 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 intercept

Source: Kinesis Survey Technologies


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