During the last week I have made three separate presentations in Tokyo on the topic of the key trends in mobile market research and I have found that creating a big picture has helped get my message across. I use the big picture as the first and last slide of the presentation to show where I am heading and to sum up the message. The audience seem to feel that a big picture makes the ideas clearer and helps provided an integrated understanding of what is happening and why. So, in this post I share my Big Picture of the Key Trends in Mobile Market Research. Why is mobile so interesting? The key reasons are all shown inside the phone. Ubiquity refers to the fact that about 70%-80% of the world’s adults have a mobile phone, and the penetration is growing. Mobile phones are the most widely owned device on the planet, and they are changing the way humans communicate. Because people have their phone with them all the time, 24/7, they provide a better way of contacting people. Better than waiting for people to answer the phone, open their email, or answer the door. The phone is with people […]
Posted by Ray Poynter, 1 April 2014 I am currently at an academic conference on mobile research in Cyprus, a WebDataNet event. I am a keynote speaker and my role is to share with the delegates the commercial market research picture. I really enjoy mixing with the academic world, and I am intrigued and fascinated by the differences between the academic and commercial worlds. This post looks at some of the key differences that I have noticed. Timelines In the academic world, timelines are usually longer than in market research. For example, an ethnographic project might be planned for 8 months, in the field for 4 months, and spend 12 months being analysed and written up. A commercial ‘ethnography’ might spend 4 weeks in design and set-up, the fieldwork might be wrapped up in 2 weeks, and the analysis and ‘write up’ conducted in 2 weeks. In many ways the differences in the timelines result from differences in the motivation for doing a research project. Commercial market research is often conducted to answer a specific business question, which means the research has to be conducted within the timeline required by the business question – which is typically rapid. Academic research […]
As I and others (see this great post by Reg Baker in 2011) have been pointing out, people have been saying mobile is the next big thing for over 15 years, even in the days when that meant SMS, or WAP, or writing 100s of apps for different types of phones. At conferences and client sessions I keep being asked “So, when will mobile be the big thing?” The answer is that it is now a big thing, and it has been for probably 18 months or more. There are lots of interesting aspects to why mobile is so important, its role in mobile ethnography, its role in audience measurement, its use in location based services, and the gloss that is the quantified self. But there are two massive areas that outweigh all others. The first is online and the second is CATI. I have been talking to a wide range of survey providers as part of the book on mobile market research I am writing with Navin Williams and Sue York (due out in September) and there is a consensus that about 20% to 30% of online surveys are being taken (or attempted) by people using mobile devices – […]
As part of the book on Mobile Market Research that we are working on we are including some tips on how to stay up to date in terms of mobile market research. Here is the list we have at the moment: Workshops and conferences organised by research bodies such as ESOMAR and MRS. The MRMW series of conferences (Market Research in the Mobile World) organised by the Merlien organisation. The Global Market Research report (annual) and the Global Prices Study (every two years) from ESOMAR. The yearly GRIT report from GreenBook. The Confirmit Annual Market Research Software report. The Mobile Course provided by the University of Georgia’s Principles of Marketing Research course. Online events and recordings at NewMR.org, and its Mobile reference page NewMR.org/mobile. Useful sources of data and information include ITU, press releases and reports from IDC and Gartner, and reports available from the Pew Research Center (www.pewresearch.org/). Useful news sites/blogs include: Mashable.com, Techcrunch.com, ZDNet.com, and cnet.com. Thoughts?
As part of the book on mobile market research that Sue York, Navin Williams and I are writing we need to give an overview of mobile qual, before going into depth. Do you think the image below helps? Thoughts? What are we missing? What would you change? What about the titles for the segments? By WE-research we mean projects where participants are recruited to capture a variety of qualitative data about their lives. They might be asked to capture images of waste, or videos of travel problems, or audio comments about the school run, for example. The term WE-research was introduced by Mark Earls and John Kearnon a few years ago. But, do you have a better term for this type of research? We are planning on three chapters on qualitative research, indeed we have written three chapters, an overview which covers all four segments above, followed by chapters specifically on the top two segments. Our view on techniques like passive tracking, Google Glass etc is that there is simply not enough material yet to have a chapter on it, there is too little experience around. If you’d like to help by reviewing one or more of these three chapters, […]
In collaboration with other authors we have produced an initial draft of the chapter on Mobile Market Research, for the ESOMAR book Answers to Contemporary Market Research Questions, and we are seeking feedback. The video below shows Sue York’s presentation at the recent NewMR Training Day and you can download a PDF of the current draft. Remember, the Contemporary Answers book is intended for people new to research or new to a topic – it is not supposed to be the definitive or comprehensive answer. We have already received some feedback (following the Training Day), but we’d love to hear more. So, please add your comments to this post using the comments facility. The mobile chapter, along with new chapters on International Research and Polling will be added in 2014.
Following the discussion on tablets in mobile market research, this post addresses the wider issue of why somebody would want to conduct a study that is mobile only. Having spoken to a wide cross section of clients and researcher, typical reasons for a mobile only study seem to include: Because the data needs to be collected, or is better if collected, ‘in the moment’. Where ‘in the moment’ typically means as people are making a decision, whilst using something, or immediately after using something. To collect passive data, as people go about their everyday lives. Because mobile gives a more appropriate sample than other similar methods. For example, in a country where 80% of economically active adults have a phone and 50% have internet access, mobile can provide the better sample. In order to change CAPI to mCAPI, re-energising CAPI. To add items like photos and videos to traditional survey responses. Where the mobile device can assist or improve data logging and collection. Research on the mobile ecosystem, for example of mobile advertising and campaigns. To research mobile data collection, part of what researchers call RoR, research-on-research. Another example of point 3, a more appropriate sample, is provided by French […]