The Long & Short Survey: Using split-design surveys to gather long insights in a short time
Although apps and other mobile web tools can provide an enriched experience to participants in mobile marketing or social research, many researchers are hesitant to conduct longer surveys among mobile users, knowing that the experience is daunting at best, and at times, impossible to complete. Working with the User Experience Design Team at Sprint, Advanis will share the results of two research experiments conducted to identify the most effective split-questionnaire design to engage mobile consumers.
• Engaging respondents on mobile, over time, with higher participation rates
• Using the analytical techniques of data fusion to effectively field a longer survey, allowing for an in depth analysis of a research topic, with minimal participant burden.
Lori Reiser, Principal Consultant, Advanis
Justin Yurkovich, User Experience Design Team, Sprint
How large is mobile MR? How fast is it growing?
INSIDE RESEARCH ranks the world’s largest MR firms via the Honomichl Global Top 25 for and creates several MR spending indexes, including online MR for the past 15 years. IR proposes to size, track and forecast Mobile MR spending in its various forms and segments that would serve as a planning and strategy tool for providers. It’s Editor & Publisher Larry Gold will describe the value of this to the Mobile MR industry as well as propose how this can be accomplished with the help of MRMW attendees.
Setting standards and guidelines for a new era of data collection and usage
• Evaluating access, control and ownership of (passive) data
• Assessing the challenges brought by the increased availability – and use – of data
• Ensuring self-regulation that works: what does the industry need to do to stay ahead and ensure best practices
Moderated by Mark Michelson, Executive Director, Mobile Marketing Research Association
Reg Baker, Consultant to ESOMAR Professional Standards Committee, ESOMAR
Scott Weinberg, President MN / Upper Midwest Chapter, MRA
Sandy Janzen, Past President, MRIA
Diana Lucaci, Canadian Chair, NMSBA
Chris St. Hilaire, CEO, MFour Mobile Research
Mobile value exchange: How incentivization changes mobile behavior
• Explaining how incentivization changes mobile behavior
• Identifying benefits (and potential challenges) of value-based exchange
• Understanding how to execute advertising to best engage audiences
Joline Mc Goldrick, Research Director, Dynamic Logic
Jayne Dow, Director, Firefly Millward Brown
Deborah Powsner, Senior Director Marketing , SessionM
Building mobile surveys from the ground up: Dealing with missing data from modular surveys
• Will mobile respondents take 25 minutes surveys?
• Do respondents enjoy the modularized survey environment more?
• Can data imputation or respondent matching create a data set that will standup to advanced analytics?
• What are the strengths and weaknesses of each methodof dealing with missing data?
• How can researchers conduct their own respondent matching or data imputation for missing data as opposed to simple mean imputation?
Edward Paul Johnson, Director of Analytics ,SSI
Christi Walters, Principal, Gongos
Mobile Shoppers: In-store smartphone use in context
This presentation will explore findings from a study combining both mobile exit surveys and passive behavioral data collected on grocery shoppers’ phones while they were in store. By connecting attitudinal, demographic, passive behavioral, and survey data, we can glean who is doing what while shopping - and even why.
• Finding out what kind of apps are used in store and what kind of websites visited
• Understanding other phone based activities conducted in store, e.g. texts, phone calls, emails
• Showing how in-store usage (and none-usage) breaks out by demographics, trip mission and channel
Roddy Knowles, Research Manager and Mobile Subject Matter Expert, Research Now
The Dynamic Duo: Facial technologies and mobile research
• Hear how facial coding slices through the ambiguity and misdirection of traditional market research procedures to learn what’s emotionally salient to people
• Using facial coding to expose the say/feel gap and enhancing standard practices like verbatims and focus groups by adding emotional depth
• Illustrating how mobile technologies together with facial coding are changing research as we know it
Dr. Dan Hill, President, Sensory Logic
Gadgets, Geeks and Goddesses – Identifying the killer apps for future mobile research
Moderator: Imran Anwar, Director Enterprise Architecture, Cloud Computing, Strategy Consulting, Microsoft
Dawn Cunningham, Global Chief Insights Officer, 3M
Robert Moran, Partner, Brunswick Group
Brian Cooper, Practice Area Lead, TNS
Understanding and measuring consumer engagement in a multi channel environment
• Measuring engagement across different channels, in and out of home
• Defining “success” on a number of different platforms and channels
• Marrying site analytics with consumer research to fully understand user needs and behaviors
Sharon Knitter, Former Senior Director Mobile, Cars.com
Mobile + Location: The challenges and opportunities in measurement’s next era
• More than Latitude and Longitude – find out why accuracy plagues location measurement and the inference modeling methods that improve this
• Recruitment, Incentives and Surveys – learn about the importance of behavioural and survey data in building consumer profiles
• Consumer Privacy – best practices in collecting highly-sensitive location information from mobile panellists while keeping consumer privacy centric
• Actionable Insights – from consumer insights to competitive intelligence, what are the takeaways of a mobile + location approach for marketers and brands.
David Shim, CEO and Founder, Placed
Closing Remarks & End of day 1
Evening Networking Event – Pub Quiz hosted by Lumi Mobile - at Kip's Pub & Restaurant
July 18th - MRMW Conference Day 2
Registration & Welcome Coffee
Conference Opening by Chairperson
Guy Rolfe, Global Mobile Practice Leader, Kantar Mobile
The Future of Information and Knowledge – Connecting people, spaces and technologies
• Rethinking and designing interactive media to foster connections between people, information and physical places using cutting-edge information technology.
• Exploring how mobile technologies and pervasive computing can support connected communities and rich social environments.
Catherine Winfield, Creative Director Mobile Experience Lab, MIT
Using mobile to understand consumer brand experience and how this relates to brand equity
• Using mobile as data collection device to capture the ways consumers come into contact with brands
• Understanding what role consumer brand experience plays in shaping brand equity
• Evaluating which touch points customers are most engaged with, which provide the best experience and which are most influential to future consideration of the brand.
Marie Ng, VP Client Solutions Digital, Millward Brown Mobile
Mobile research in emerging markets - Heineken goes mobile in Afrika & in the Middle East
• Using mobile to answer your key business questions in hard to reach locations.
• Sharing findings and best practices on mobile implementation as part of a multi-channel strategy
• Utilizing GPS, photo, video to increase the depth of data in a meaningful and measurable way.
• Overcoming the challenges of managing mountains of unstructured data through an innovative framework
Sean Conry, Vice President Busines Development Mobile Solutions, Confirmit
Mixed, Mobile, Big,… data integration and analysis
• Understanding the future dynamics of market research.
• Why mobile will be key to the integration of traditional and new data sources
• Applying logic and self-learning technology to filter complex social data
• The end of models - outlining the new requirements for data savvy researchers
Om Marwah, Cognitive Scientist Walmart Labs, Walmart
The Quirk’s Question: Is there still room for the human researcher or has technology taken over?
For this panel, we will choose one of the most popular questions discussed on Quirk’s Linkedin forum and invite respondents to continue their conversation live on stage.
Moderator: Joe Rydholm, Editor, Quirk’s Marketing Research Review
Om Marwah, Cognitive Scientist Walmart Labs, Walmart
Rich Timpone, Senior Vice President, Ipsos Science Centre, Ipsos
Dana Stanley, Vice President of Research, Fashion Playtes
Will Leach, Sr. Director Insights & Strategy, uSamp
• Successfully recruiting and engaging with the increasingly important Latino population
• Using mobile qualitative communities to enable companies to dig deeper into traditionally hard to reach target markets
• Discovering key moments of product usage and purchase decision to generate actionable insights