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
