MOBILE LIFE: THE NEW MR PARADIGM

SETTING THE CONTEXT: MR AT AN INFLECTION POINT

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

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

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

MROCS, TEXT ANALYTICS & MOBILE OH MY!

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).

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).

MOBILE: THE DEFINITION OF UBIQUITY

ONLINE RESEARCH: THE CURRENT MR PARADIGM

MOBILE WILL DEFINE THE FUTURE

SMARTPHONES APPROACHING 50% PENETRATION

Source: egg strategy

MOBILE IS GLOBAL DATA

A LOCAL PERSPECTIVE

“Strategic differentiation does not occur by

delivering data, it occurs by redesigning thinking”

DEFINING THE MOBILE MR FUTURE

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

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

RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES

SMARTPHONE AS MOBILEQUANT DEVICE

SMARTPHONEASETHNO TOOL

SMARTPHONE ASPARTICIPATIPATORYSURVEY DEVICE

ADJUNCT TOONLINE QUALSYSTEMS

Source: egg strategy

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

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