vision 2020: how mobile market research will fit in for stakeholders across the insights value-chain...

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Overview

2020 is predictable, and easy to understand

Overview


Mobile Market Research will be the industry standard

Overview



Mobile Market Research will be nothing like it is today

Method

45 qualitative interviews

Over 3,000 quantitative interviews

Some desk research

Whitepaper to be published February 2013

Qualitative interviews – thanks to:

Covering every continent Mixture of agency, Client, consultancy, technology

Jamie Burke (9010)

Clare Chul (Avon)

Isaac Rogers (2020)

Peter Searll (Dashboard)

Gemma Stephens

on (Active Group)

Sally Smallmann (Diageo)

David Nelems (Active Group)

Maarten Kallenberg

(InsightAsia) Dave Lee

(PSL)

Guy Rolfe (Kantar)

Kim-Fredrik Schneider

(World One)

Pravin Shekar (Krea)

Birju Jani (mrJunction

)

Andy Lees

(Lumi Mobile)

Alistair Hill (On

Device)

Mark Halliday (Mannin

g Gottlieb)

David Newman (Oxford

University)

Graeme Sparshott

(McDonald’s)

Ana Alvarez

(PepsiCo)

Fiona Blades (Mesh)

Imran Anwar

(Microsoft)

Nick Adams (Elmwood)

Eric Grosgogeat

(FocusVision)

Arno Hummerston

(GfK)

Marion Koudenburg (Heineken)

Joe Staton (GfK)

Edward Appleton

(Avery Dennison)

Douglas Hunter

(Google)

Andreiko Kerdemelidis (RBS)

Orlando Hooper-Greenhill

(JWT)

Simon Falconer

(TNS)

Alex Johnson (Kantar)

Lord Leverhulme (Unilever)

Helen Bennie

(Shopper Insight)

Judith Passingham

(TNS)

Paul Roberts

(SPA Future

Thinking)

Reineke Reitsma

(Forrester Research

Alexander Linder

(Swaeovski)

Joe Webb (TNS)

John Branston (Research

Partnership)

Robert Kramer (TNS)

Aysegul Ataman

Scharning (Techneost

rategy)

Ben Leet (Usamp)

David Feick (T-Mobile)

Ray Poynter (Vision Critical)

Part 1



Many economic forecasts

The World is evolving

People all around the World expect significant developments in mobile

Rank Shift in GDP, by PPP $

Rank 2010 2020

1 United States China

2 China United States

3 Japan India

4 India Japan

5 Germany Russia

6 Russia Germany

7 UK Brazil

8 France UK

9 Brazil France

10 Italy Mexico

11 Mexico South Korea

12 South Korea Indonesia

13 Spain Italy

14 Canada Canada

15 Indonesia Spain * Euromonitor / GfK

Example: Are we ready for 1bn more China tourists?

Now 2020e

1.4 bn

390 mn middle class

Airports

Hotels

Language

Milk

$95bn – 2012

Expectations high

* Euromonitor / GfK

What we expect in 2020

Survey deployed using GMI / Lightspeed and client sample

Responses from 3000+ people

Over 90% within 1 day

2000+ images uploaded

Covered all major regions

57% found it ‘fun’, less than 1% ‘boring’

Big picture

Device type

26 28

11

24

8 3

Smartphone Glasses Contact lens Clothes Bio implant Gel

Nearly 4 out of 10 expect the eyes to control the

device

Eyes and clothes account for nearly 2/3 of peoples

expectations for 2020 %

Even less of a ‘phone’ than today

Etiquette and rule shifts

Transport

Family

School

Business

There is a colleague of ours who we refer to as

"The Man who isn't there" because he is so

connected to his mobile

Judith Passingham

Part 2




Mobile will be everywhere

Data will be everywhere

Some markets will be mobile only

The shape of the MR industry will change

Mobile everywhere

Andy Lees

The best use of mobile is pretty much everything! MR doesn’t consider

mobile enough in proposals, because in general, researchers selling to clients don’t have good enough knowledge of its capabilities or

limitations.

Dave Lee

There are no businesses for whom mobile is not relevant. If you’re in

business, you need to be in mobile. And if you’re in market research you need to

be thinking ahead of your clients.

It’s not a question of if you add mobile to your

research mix, but when.

Reineke Reitsma

. Researchers seek to further exploit the high penetration of mobile

phones

ESOMAR GMR 2012 Report

Therefore data everywhere

David Nelems

Our connection to the digital world will literally

become a sixth sense. We’ll be studying a digital

footprint of consumers, rather than relying on

reported behavior

Isaac Rogers

Data used to be scarce – now it is everywhere and more

highly detailed. The challenge is to make sense of it, numbers, verbatims, rich

media (audio, video, images) social impressions, millions of

data points

Some markets will be mobile only

Aysegul Ataman Scharning

Mobile is just another channel...unless you

live in Africa - then its the ONLY channel.

Peter Searll

Emerging markets will be the focus while more and more market research will be conducted

about Asia. Mobile surveys will be adopted more easily than any other tool in market research.

In a place like Nigeria if it's not face to face

it'll be straight to mobile.

Debbie Pruent

The industry reports will show a different landscape

33.5

<0.1

Non Mobile Research

Mobile Research

33.5 Non Mobile

Research

Mobile Research

** Up to $300bn?

* Estimates in $bn ** Based on qualitative discussions with industry leaders

2012 2020

Part 3





The impact of mobile is colossal

Different data needs a different approach

New research models will evolve

Debriefs and outputs will be more dynamic

Many challenges to remain relevant and lead

Implications for us all

Colossal Impact

BULLDOZER…..that’s what will be the effect of mobile in MR.

A typical MR project will be in the DIY mould where the

power is in the hands of the one who needs answers.

Biz and MR is going to change. And mobile in MR is NOT just survey apps and the like. We

need to have a blinders-off approach.

Pravin Shekar

Different data sources need a different approach

The way we get an answer to a question will change. Small clumps of information coming

from diverse set of sources. A huge thing that researchers will need to do in the future is

letting go of consistency.

Alex Johnson

Challenge the existing measures of the industry. As lifestyles change in response to technology, the research

industry needs to ensure they are measuring the right

things.

Graeme Sparshott

Constant data stream = new skills and players

People are increasingly willing to openly provide detailed self profiling, life-streaming around

consumption habits, moods and emotions and well as desires and needs.

With such a mass of highly individuated data market research is

going to have to get serious about building systems that can handle big data. So the only players that can win in the long

game are IT companies that borrow research know-how to build the algorithms.

Jamie Burke

The School of Hard Knocks

Simon Falconer

CEOs and companies should LISTEN. ADAPT. EXPERIMENT.

EXPAND. REPEAT. RAPIDLY.

Pravin Shekar

Test, and learn. 80% or indeed 70% today is more than good enough in many

scenarios rather than waiting for 100%

tomorrow.

Debriefs are not a single event

Edward Appleton

Data becomes stale very quickly. Innovations that allow

real-time analysis to form actionable insight will emerge.

Fast Data will be an organisations lifeblood. Ignore

the Fast Data and you lose your edge. That's 2020.

Andreiko Kerdemeledis

Debriefs can encourage conservative thinking.

Insights become powerful, acted upon, through an

ongoing dialogue. Business challenges constantly

change.

Outputs are smarter, more dynamic

Graeme Sparshott

Large traditional trackers will turn into marketing projects

that include research, companies will be looking for

instant insight and advice. This will feed directly into R&D

building more direct channels with their clients.

Paul Roberts

MR companies will need to adapt their communication styles to how people learn

today – this will mean greater use of technology, focussing on

the key big learnings, interactive tools, not just the

'presentation workshop‘.

Roles are clearer

Robert Kramer

You need an agency to be concise in the collection and insightful in

the delivery – combining data collection with consultancy – out

of necessity rather than just trying to move up the value chain or

make ourselves feel important. Two agencies or one?

Arno Hummerston

There is a divide of research skills skilled in data collection and then

figuring out what’s appropriate and useful,

and when.

Humans are inconsistent, slow and expensive –

technology is not

Ray Poynter

The horse has already bolted

The scary part is that most of this Iron-man like technology already exists, its just not quite been put together in the right package (or in the right

size) to make it work… we just need to see a consolidation around key

services, key providers, and a bringing together of what already exists, along with an industry that’s

open enough to accept the new.

Joe Webb

It won’t be easy. Many challenges ahead

Connecting with people will be harder

Marketing becomes easier in 10 years. Fewer channels to cover, and a more direct connection to the

consumer wherever they are, marketers have an easier time finding their consumers.

The struggle will be to make a connection with that consumer. We’ll be better at digesting new information

and more overall content, it’ll be harder to deliver a marketing message that isn’t directly targeted at the specific consumer. In a way, the consumer is easier to

find but harder to touch.

Isaac Rogers

People are in demand

More and more companies will try to reach their consumers on their mobile devices with corresponding, attractive offerings. But since there are thousands of companies out

there and an individual is a brand fan of usually more than one brand, I assume that this leads to

an over-challenging phenomenon, as your mobile has most likely every 20 minutes another offering for you ... This is increasing complexity.

Alexander Linder

Control of your own data

This move towards so called big data will lead to, under data protection legislation, the user taking a more proactive role in managing their own data.

Trade your own data for rewards, be provided with rewards based on the data profiles you upload. Does this change the nature of panel provision?

Perhaps panel will be virtualised, less constrained by what companies know of us rather more what we are

doing and talking about.

Paul Roberts

Inertia will remain a problem – and the $ model

Andy Lees

Attracting the talent to an industry which struggles to charge clients

adequately. I don't think the current model in many agencies is

sustainable unless they can use AI to do the analysis and outsourcing can

be problematic

Graeme Sparshott

We are lazy creatures

Inertia. Reliance on norms. The hassle of

truly embracing emerging markets.

Ben Leet

Front and centre

Kim-Fredrik Schneider

In a world of digital proliferation and diversification, our understanding of the consumer at the centre of all activity is

fundamental. The extent to which mobile is

synonymous with the consumer will be a central component of this

understanding.

Judith Passingham

Mobile is Dead. Long Live Mobility.

Typical research project?

1. More inputs; blurred qual quant boundaries; more partnerships with tech businesses; 2. Client data + open behavioral data + proprietary passive & active behavioural and (short-form) survey data 3. Will also include:

• Text analytics/NLP/network analysis..... • Algorithms for more personalised research experience and

incentives, improving participation rates and openness (e.g .amazon)

• More inputs from 'quantified self' (aka 'living data') sources • Neuroscience inputs • Video via mobile and other mobile meta data such as location,

environmental conditions etc.

Simon Falconer

Some things will remain the same

Lord Leverhulme

Businesses will still have problems that need fixing. Technology,

devices will change. But you still need people to answer questions. Technology and inference can only go so far. There is a fundamental

need that will remain.

Alistair Hill

I know that half of the money I spend is wasted. I just don't know which half.

In Summary

$300 bn industry?

Inevitably the central role

MMRA and MRMW will be mainstream and set standards

Are you ready for 2020?

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM