sxsw 2014 | how mobile is changing the research universe

How Mobile Is Changing The Research Universe

February 2002. It’s 4 degrees outside...

Three, Tres, Trois

1. What’s the new definition of research?

2. What are the boundaries?

3. What does the future hold?

A brief history of market research

1820’s - Street Interviews

1900’s - Advertising Industry

2 big trends

1:1

1:Many

2 big trends

Moment of truth

A changing definition of research

behavior

Research is now a three-legged stool

Traditional market research

http://www.esomar.org/uploads/industry/reports/global-market-research-2012/ESOMAR-GMR-2012_Preview.pdf

$35.5b industry

Flat growth

Analytics: $35b and growing

http://www.idc.com/getdoc.jsp?containerId=prUS24194613

Online to baseball

Search Analysis

Making sense of app store reviews

otter.mutualmobile.com

$17b

$90b

http://wikibon.org/blog/wp-content/uploads/2012/05/big-data-infographic.html

Online privacy, security #1 issue

(Lack of) privacy is talked about everywhere

Does Fine Print

Explicit Consent?

=

Three big predictions

1. Quick-turn quant to replace bulky surveys

2. (Mobile) ethnography will increase in use/importance

3. Focus groups go the way of the Dodo

Thank Youandrew.campbell@mutualmobile.com

@andrewtc