As published on ESOMAR’s RW Connect on March 4, 2013. In a couple of weeks, the second edition of ESOMAR’s Central and Eastern European Research Forum is taking place in Prague. Although I am not originally from the CEE region, over the last year, I have spent a lot of time in Romania. Romania is, like many countries in this region, in full transition. However, I was curious if changes are also taking place in our industry. To find out, I talked to industry representatives from both client, supplier as agency side.
At InSites Consulting we believe in the power of change, and the need to keep up with new market evolutions. So of course I jumped at the opportunity to attend a Vlerick Alumni workshop on the future of mobile banking & mobile payments in Belgium.
2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and online sources like Mashablereport that in the US alone, the app economy has created about half a million jobs in only 5 years’ time. In the slipstream of this, the market research industry has a close eye on the ball.
2012 finally seems to be the year of mobile. Mobile marketing budgets grow exponentially and in the slipstream of this, the market research industry keeps a close eye on the ball. But how much do we really know about mobile research? At the next ESOMAR 3D event in Amsterdam, we will show you that mobile market research is more than enabling your surveys on mobile devices or conducting mobile ethnography. Test your knowledge upfront in this short quiz. We will share the results at the ESOMAR 3D Conference next week and in our InSites Consulting white paper series afterwards. And yes, you can take this survey on your mobile
Currently I am attending the Market Research in the Mobile World (#MRMW) Conference in Cincinnati (US), about doing research in a mobile world. Looking at the ‘wave’ of online research, this was where disruption happened. Research became quicker, cheaper and more efficient. Standards had quickly been established in the industry and a whole industry of survey programming software, online access panels and ‘online’ agencies flourished. Looking at what we call the ‘tsunami of mobile’ (we have been bombarded with eye-opening facts and predictions about mobile usage – especially in developing markets), there is a clear realization that this will not be the same disruption as online was. The industry is challenged with a lot of new opportunities, but also some major challenges and uncertainties.
Filip De Boeck, Managing Director of the InSites New York office and Senior Research Innovator Elias Veris were interviewed recently by Renee Murphy (an initiative by Greenbook). Filip and Elias share ideas on marrying MROCs and mobile and how to bring market reseach higher up the organizational ladder. The Market Research in the Mobile World (MRMW) Conference on 18 & 19 July 2012 in Cincinnati (OH) brings together practictioners and thought leaders to discuss the future of insight innovation through mobile, social media, advanced analytics, and the frontiers of human understanding.
At the InSites Forwar&d Lab, we are dedicated to take our industry forward. In our continuous search for fresh ways to conduct research, we want to develop tools and methods to bring consumers in the board room of companies. But we also want to deliver quality! Therefore it is important to have our new approaches peer reviewed. ESOMAR (the world association for market, social and opinion researchers) is for us one of the key organizations to get this industry feedback. We are therefore very happy to share with you that we’ve been selected to present at the next three ESOMAR Conferences.
Today, a lot of people are connected on their smartphone to the web, to their friends, and basically to everything else. In some countries, it is rumoured that web access via smartphones will actually out-run web access via PCs. In addition, in a recent Mobile research report by InSites Consulting, we discovered that 40% of people use their smartphone while watching TV. That is a lot of eyeballs shifting away from PC and web, and a lot of attention given to a very small screen…
A couple of weeks ago, the MRMW conference took place in Amsterdam. A fine event, with many bright minds talking on how to use mobile as a method. I had the opportunity to present about mobile in MROC’s there too and tremendously enjoyed the discussions I had with many of the other delegates. What struck me however, is how almost all discussions were about the method of mobile, and only very little were about mobile as ‘content’. In other words, how can we in the market research industry help our clients really understand how to use this new era of connectedness in their daily marketing practices?
Today we published a new InSites Consulting research report among 800+ smartphone users. The full report gives insights into how they use their phones and tablets. It describes the openness for mobile marketing efforts by companies, with a deep-dive into the use of applications and the drivers of daily smartphone use.
The research findings are summarized in our Mobile Mindset Model which can guide marketing and research teams in the development and fine-tuning of a mobile strategy.
And the best part is… it has juicy numbers and you can use them entirely for free.