mobile life: the new mr paradigm. setting the context: mr at an inflection point
TRANSCRIPT
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MOBILE LIFE: THE NEW MR PARADIGM
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SETTING THE CONTEXT: MR AT AN INFLECTION POINT
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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)
Source: Cambiar Future of Research Study, 2011
DON’T TAKE MY WORD ON IT
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Major structural and systemic changes being
faced by those in the marketing research
industry, and virtually everyone involved acknowledges it.
Research Buyers are more optimistic (75%) than
Suppliers (60%) about the changes happening,
although clearly overall both view the changes as
more promising than threatening.
Gaps between Suppliers and Buyers, tenure in the
industry, age of respondents and
geographic location exist when it comes to emerging
technology adoption.
Social media, mobile, MROCs and text analytics are the newer techniques most likely to be used in the foreseeable future.
AN INDUSTRY IN THE MIDST OF TRANSFORMATION
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THE FUTURE IS GLOBAL
2003 2004 2005 2006 2007 2008 2009 S2010 F2010 20110%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
35%
53%43% 42% 38% 36% 35%
43% 46% 46%
65%
47%53% 55% 57%
53% 53% 38%22% 19%
4% 3% 5% 11% 12% 19%32% 35%
Only in US Both Inside and Inside US Only Outside US
431 720 336 600 366 284 512 709 666 1008Millions
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MROCS, TEXT ANALYTICS & MOBILE OH MY!
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WHAT EMERGING TECHNIQUES ARE BEING USED TODAY?
Serious Games
Biometric Response
Mobile Ethnography
Virtual Environments
Mobile Qualitative
NeuroMarketing
Crowdsourcing
"Apps" based research
Prediction Markets
Visualization Analytics
Webcam-Based Interviews
Eye Tracking
Mobile Surveys
Text Analytics
Data Mining
Social Media Analytics
Online Communities
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
3%
4%
10%
7%
11%
5%
7%
11%
9%
9%
16%
10%
22%
21%
31%
26%
33%
0%
5%
6%
6%
7%
7%
8%
11%
11%
11%
14%
15%
16%
26%
35%
38%
44%
Research buyer or client
Research provider or supplier
Note: Among research buyers (n=209) and research suppliers (n=799).
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WHAT EMERGING RESEARCH TECHNIQUES WILL BE USED IN 2012?
Serious Games
Biometric Response
Virtual Environments
NeuroMarketing
Crowdsourcing
Visualization Analytics
Eye Tracking
Prediction Markets
Mobile Ethnography
Mobile Qualitative
Webcam-Based Interviews
"Apps" based research
Text Analytics
Mobile Surveys
Data Mining
Online Communities
Social Media Analytics
0% 10% 20% 30% 40% 50% 60%
6%
6%
12%
9%
13%
14%
13%
14%
24%
28%
26%
23%
31%
41%
31%
46%
39%
1%
6%
8%
10%
12%
13%
16%
18%
20%
22%
22%
22%
34%
37%
41%
52%
52%
Research buyer or client
Research provider or supplier
Note: Among research buyers (n=209) and research suppliers (n=799).
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MOBILE: THE DEFINITION OF UBIQUITY
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ONLINE RESEARCH: THE CURRENT MR PARADIGM
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MOBILE WILL DEFINE THE FUTURE
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SMARTPHONES APPROACHING 50% PENETRATION
Source: egg strategy
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MOBILE IS GLOBAL DATA
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A LOCAL PERSPECTIVE
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“Strategic differentiation does not occur by
delivering data, it occurs by redesigning thinking”
DEFINING THE MOBILE MR FUTURE
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THE MOST PERSONAL & FLEXIBLE TECH EVER
8 MegapixelCamera
GPS Locator
3.5mm Headphone Jack
Dictaphone
Telephone
Pocketwatch
Near Field Communication(NFC) Chip for Payments
Maps and Turn-by-turn Navigation
MicroSD 16GBRemovable Storage
GSM/CDMA Global Antenna
Gyroscope MotionSensor
1080p HDVideo Camera
Source: egg strategy
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STANDARD FEATURES = NEW OPPORTUNITIES
• 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
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RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES
SMARTPHONE AS MOBILEQUANT DEVICE
SMARTPHONEASETHNO TOOL
SMARTPHONE ASPARTICIPATIPATORYSURVEY DEVICE
ADJUNCT TOONLINE QUALSYSTEMS
Source: egg strategy
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THE MOBILE MR ECOSYSTEM TODAY
MOBILE SURVEY PLATFORMS•KINESIS•TECHNEOS•SURVEY ANALYTICS
•MARKET TOOLS•ONE POINT•DECIPHER•IPINION•LUMI MOBILE•NPOLLS•SKOPOS•JETJAW
MOBILE MROCS•VISION CRITICAL•PASSENGER•GONGOS•MOBILE MEASURE•RAMIUS•COMMUNISPACE•PLUGGEDIN•VOVICI
MOBILE ETHNOGRAPHY•EGG STRATEGY OVER THE SHOULDER
•ETHOS APP•REVELATION•CIVICOM•VISIONSLIVE
INTEGRATED PANEL/SURVEY•CINT•USAMP•RESEARCH NOW•SSI•TOLUNA•PUREPROFILE•JANA (TXTEAGLE)
MOBILE QUAL•20/20•QUALVU•FOCUS FORUMS•ITRACKS•FOCUSVISION•DUB
NON-MR PLATFORMS•WAYIN•OPINIONAIDED•QRIOUSLY •POLLBOB•IKNOW•SURVEY MONKEY•FACEBOOK•GOOGLE•LOCKERZ•TIIPZ•MOBILEWALLA•FOURSQUARE•YELP
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Industry To-Do List:
• 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