More Day 1 Highlights from MRMW Conference Including What Clients Want From Vendors
Wednesday, July 18, 2012 14:05
Posted in category Mobile Qualitative Research, New Qualitative Research Blog, New Qualitative Research Events
Real-time blogging highlights from Day 1 of the 3rd International Conference of Market Research in the Mobile World
This continues some of the highlights from the morning sessions on Day 1 of the Market Research in the Mobile World Conference being held in Cincinnati 7/18-7/19. The event sold out with 300+ attendees from Australia to China to Brazil, London and of course the U.S..
NOTE: As this blog is focused on qualitative research, my filter for listening and blogging is slanted in that direction. Be sure to check out Greenbook’s other blog for more report outs from MRMW: www.greenbookblog.org.
From Filip De Boeck, Insites Consulting: The Research Community That Is Always On
- No environment is mobile device free… 25% of consumers use in the bathroom, 64% use while shopping (later Roxana Strohmenger, Forrester, shared a stat from an IPSOS study that an even higher 42% of people use their smartphone while on the john!)
- Mobile qual is personal, contextual and task driven
- People who use Facebook on their mobile device are twice as active on Facebook as those who do not
From client panel with Bryan Dorsey (John Deere), Mark Lloyd (P&G), Will Neafsey
(Ford Motor Company), and Michelle Lemiere (Alcon Labs):
The Client Side — Client Priorities & Vendor Value Propositions: Synergies or Disconnects?
The Client Side — Client Priorities & Vendor Value Propositions: Synergies or Disconnects?
- Specialty is more valued than breadth of services
- Quality people are more important than having the right technology
- Internal clients are driving the need for speed
- Be flexible — not everything needs “a big study,” consider offering a small amount of your advice/expertise as a consultant for a small amount (e.g. $4k)
- Be accessible — plan for clients to have access to you well beyond the end of the study (e.g., even up to 8 months) and build that into your proposal upfront
- Focus on and build the client/vendor relationship
- Clients are checking out digital footprints to confirm a potential vendor’s expertise and see thinking in advance of selection
- Word of mouth within a client’s research network also plays into the decision of vendor selection
- Final advice: focus on emerging markets and turning insights into actionable recommendations
About Kristin Schwitzer
Kristin Schwitzer is considered a pioneer and expert in online and mobile qualitative, with one of her peers dubbing her the “Queen of Cool Research.” Her firm, Beacon Research, specializes in current and emerging New Qual methods and hybrid designs in the U.S. and abroad. Previously, Kristin worked both client-side in brand management at P&G and agency-side in strategic planning and market research. She is a past Vice President of QRCA, the founder and recent Co-Chair of QRCA’s Online Special Interest Group, a RIVA-trained moderator and RIVA trainer, and a frequent industry speaker. Kristin is also the founding Editor in Chief of Greenbook’s NewQual Blog. She can be reached at kristin@beacon-research.com.You can follow any responses to this entry through the RSS 2.0 feed.
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