Globalpark, organiser of the Mobile Market Research Conference 2010, which took place in London earlier this week, say here was consensus at the event that the rise of mobile research is unstoppable and the market research industry has a lot to gain from the platform. The first day of the two day conference had a real sense of excitement about it – of being on the cusp of a new research methodology that is about to go mainstream.
Paul Berney of the Mobile Marketing Association gave delegates an introduction to mobile and the way in which brands are using it, while Dr Liz Nelson, Executive Chairperson of Fly Research and a vocal advocate of mobile research for many years, listed some of the advantages of using the mobile channel for research. Along with Scott Dodgson of SKOPOS market insight, they outlined ‘in the moment’ research, ethnography and high response rates as some of those benefits. Mario Callegaro, Survey Methodologist at Google USA told the audience that researchers can no longer control where people are doing online surveys. If they choose to launch their web browser from the mobile device, it’s not feasible to send people to go back to their PCs. As a result, researchers need to know what platforms are being used for survey completion and adapt to them.
Guy Rolfe from Kantar Operations told delegates that in the not-too-distant future, consumers will do surveys on whatever device is to hand. Researchers will be able to engage with people in a given place, at specific time of day, knowing what they are buying, what the weather is like where they are, and what ads they are walking past. Linda Neville of Coca-Cola explained how the brand has been working with Mesh Planning, using mobile for real-time campaign tracking. And Sabine Stork, Senior Partner at Thinktank International Research, unveiled the findings of mobile research carried out for Nokia into what generates positive emotion towards brands. Research participants were given a Nokia N-series phone to capture their relationships with brands.
Over 120 delegates attended the conference. Globalpark days it hopes to involve more mobile operators and technology companies in next year’s event.
Paul Berney of the Mobile Marketing Association gave delegates an introduction to mobile and the way in which brands are using it, while Dr Liz Nelson, Executive Chairperson of Fly Research and a vocal advocate of mobile research for many years, listed some of the advantages of using the mobile channel for research. Along with Scott Dodgson of SKOPOS market insight, they outlined ‘in the moment’ research, ethnography and high response rates as some of those benefits. Mario Callegaro, Survey Methodologist at Google USA told the audience that researchers can no longer control where people are doing online surveys. If they choose to launch their web browser from the mobile device, it’s not feasible to send people to go back to their PCs. As a result, researchers need to know what platforms are being used for survey completion and adapt to them.
Guy Rolfe from Kantar Operations told delegates that in the not-too-distant future, consumers will do surveys on whatever device is to hand. Researchers will be able to engage with people in a given place, at specific time of day, knowing what they are buying, what the weather is like where they are, and what ads they are walking past. Linda Neville of Coca-Cola explained how the brand has been working with Mesh Planning, using mobile for real-time campaign tracking. And Sabine Stork, Senior Partner at Thinktank International Research, unveiled the findings of mobile research carried out for Nokia into what generates positive emotion towards brands. Research participants were given a Nokia N-series phone to capture their relationships with brands.
Over 120 delegates attended the conference. Globalpark days it hopes to involve more mobile operators and technology companies in next year’s event.
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