Conference Agenda: Minneapolis 2013
Preliminary Agenda* - subject to changes.
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July 16th - Pre-Conference Workshop
Organized by Mobile Marketing Research Association (MMRA)
08:30
Registration & Welcome Coffee
09:00
Opening Remarks by Mark Michelson, Executive Director, MMRA
Hands-on Session
09:15
Conducting mobile quant project successfully from A to Z
10:40
Networking Break
Client Brief I
11:00
Co-creating a successful mobile strategy for a large FMCG corporation
12:15
Lunch Break
Hands-on Session
01:15
Engaging Participants in Mobile Qualitative by itracks
• Gain first-hand experience (as a Moderator/Participant/Observer) using a mobile qualitative app in a live setting – testing actual products
• Promote participant engagement and support multitasking respondents
• Examples of IHUT, diary/journal exercises, ethnography and shop-along studies
• Promote participant engagement and support multitasking respondents
• Examples of IHUT, diary/journal exercises, ethnography and shop-along studies
Facilitated by: Dan Weber,CEO, itracks
Gilles Gauthier, VP Product Development, itracks
Joel Schmaltz, VP Business Development, itracks
Gilles Gauthier, VP Product Development, itracks
Joel Schmaltz, VP Business Development, itracks
03:15
Networking Break
Client Brief II
03:45
Co-creating a mobile platform that can deliver actionable insight for new product development
Speaker tbc
Speaker tbc
05:15
Closing Remarks and end of Pre-Conference Workshop
July 17th - MRMW Conference Day 1
08:00
Registration & Welcome Coffee
08:45
Conference Opening by Chairperson
Mary Evans Kasala, Core Faculty-Research Methods Lead, Scientific Merit Reviewer, School of Business and Technology, Capella University
Mary Evans Kasala, Core Faculty-Research Methods Lead, Scientific Merit Reviewer, School of Business and Technology, Capella University
Keynote 1
09:00
Establishing Mobile as Integral Part of Corporate Market Research
• Outlining how General Mills is leveraging mobile as key research strategy
• Translating insights from mobile research into business decisions
• Demonstrating that mobile can deliver what traditional research cannot
• Filling the gaps – methodology and technology third party support requirements
• Translating insights from mobile research into business decisions
• Demonstrating that mobile can deliver what traditional research cannot
• Filling the gaps – methodology and technology third party support requirements
Jeanine Bassett, Vice President Global Consumer Insights, General Mills
Keynote 2
09:30
Topic: TBC
Guy Rolfe, Global Mobile Practice Leader, Kantar Mobile
Keynote 3
10:00
Using in-app surveys to measure consumer satisfaction levels
• Ongoing customer experience measurement programs across EA live services games
• Using data to drive continuous improvement for players
• Developing an accurate picture of consumers and the game experiences they want
• Using data to drive continuous improvement for players
• Developing an accurate picture of consumers and the game experiences they want
Lisa Spano, Head of Consumer Insights, EA Social & Mobile Publishing
10:30
Networking Break
Strategy Session
11:00
Integrating multi-channel research for strategic decision making
• Managing design, collectionand analysis across multiple data sources
• Organizational strategies to promote integration success
• Overcoming barriers
• Organizational strategies to promote integration success
• Overcoming barriers
Shawna Thayer, VP, Consumer Insights and Strategy, Supervalu
Annemarie Christensen, Director Customer Strategy & Experience, Supervalu
11:20
Mobile Survey Data: Validation, quality and when it holds an advantage over other modes
Market researchers have rightly focused on developing best practices and guidelines to conduct research on mobile platforms. However, the area of validating data collected from mobile surveys and considering it as a means to evaluate data quality has been unexplored.
• Capturing rich media together with geographic coordinates to validate data
• Leveraging mobile survey technology to streamline validation processes
• A case study of 600 respondents from mobile and online environments
• Capturing rich media together with geographic coordinates to validate data
• Leveraging mobile survey technology to streamline validation processes
• A case study of 600 respondents from mobile and online environments
Lisa Wilding-Brown, VP, Panel Operations, uSamp
Robert Clancy, VP Insights and Strategy, uSamp
Robert Clancy, VP Insights and Strategy, uSamp
11:50
Following Customer’s Media Touchpoints Through Long Term Mobile Surveys
• Making a repetitive mobile study more engaging for respondents
• Examining how people use media differently at different times of the day and how these findings can lead to more effective media plans
• Discussing two “Touchpoints” case studies for male and female respondents
• Examining how people use media differently at different times of the day and how these findings can lead to more effective media plans
• Discussing two “Touchpoints” case studies for male and female respondents
Debbie Solomon, Managing Director Business Planning, MindShare
Alice K. Sylvester, Co-Founder, Media Behaviour Institute
Alice K. Sylvester, Co-Founder, Media Behaviour Institute
12:10
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.
• 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
Justin Yurkovich, User Experience Design Team, Sprint
Panel Discussion
12:30
Setting Standards and Guidelines for a New Area 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
• 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
Panelists:
Reg Baker, Consultant to ESOMAR Professional Standards Committee, ESOMAR
Diana Lucaci, Canadian Chair, NMSBA
Panelists:
Reg Baker, Consultant to ESOMAR Professional Standards Committee, ESOMAR
Diana Lucaci, Canadian Chair, NMSBA
01:15
Lunch Break
Strategy Session
02:15
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
• 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
Jayne Dow, Director, Firefly Millward Brown
Deborah Powsner, Senior Director Marketing , SessionM
02:45
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?
• 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
03:05
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
• 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
03:25
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
• 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
03:45
Networking Break
Panel Discussion
04:15
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
Jeff Sellinger, Co-founder and CPO, Shopkick
Brian Cooper, Practice Area Lead, TNS
Dawn Cunningham, Global Chief Insights Officer, 3M
Robert Moran, Partner, Brunswick Group
Jeff Sellinger, Co-founder and CPO, Shopkick
Brian Cooper, Practice Area Lead, TNS
Strategy Session
04:45
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
• 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
05:15
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.
• 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
05:35
Closing Remarks & End of day 1
06:00
Evening Networking Event – Pub Quiz hosted by Lumi Mobile
July 18th - MRMW Conference Day 2
08:00
Registration & Welcome Coffee
08:45
Conference Opening by Chairperson
Guy Rolfe, Global Mobile Practice Leader, Kantar Mobile
Keynote 1
09:00
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.
• Exploring how mobile technologies and pervasive computing can support connected communities and rich social environments.
Catherine Winfield, Creative Director Mobile Experience Lab, MIT
Keynote 2
09:30
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.
• 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
Keynote 3
10:00
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
• 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
Panel Discussion
10:30
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
Om Marwah, Cognitive Scientist Walmart Labs, Walmart
Rich Timpone, Senior Vice President, Ipsos
11:00
Networking Break
Strategy Session
11:30
Running a Qualitative Mobile Study in 96 Countries – almost anywhere globally
• Obtaining deep insight from consumers in almost any country – ahead of the competition
• Getting to the ”WHY” behind consumer feelings and thoughts at the point of sale or product usage experience
• Hearing respondent moments of truth from America, Europe, Asia and the Middle East
• Turning insights into business opportunities – priceless
• Getting to the ”WHY” behind consumer feelings and thoughts at the point of sale or product usage experience
• Hearing respondent moments of truth from America, Europe, Asia and the Middle East
• Turning insights into business opportunities – priceless
Rebecca West, VP Marketing Research Service, Civicom
11:50
Research on Research… how do mobile and online qualitative responses compare?
• Evaluating what types of studies and population segments are better suited for mobile methodologies
• Qualitative mobile technology trends
• Research best practices that embrace a mobile world
• Recommendations on improving user engagement and research insights
• Qualitative mobile technology trends
• Research best practices that embrace a mobile world
• Recommendations on improving user engagement and research insights
Giles Gauthier, VP Product Development, itracks
12:10
Pelo = Hair: Using mobile to understand Latinas and hair care
• 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
• 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
Steve August, CEO, Revelation
Jaimie Korody, Director, Business Development, SusOpiniones
Jill Bos, Senior Scientist, Procter & Gamble
Laura Bryant, Senior Lab Assistant, Procter & Gamble
Jaimie Korody, Director, Business Development, SusOpiniones
Jill Bos, Senior Scientist, Procter & Gamble
Laura Bryant, Senior Lab Assistant, Procter & Gamble
12:30
Understanding the Impact of Mobile on Emotion and Decision Making
Advances in Neuroscience now make it possible to measure subconscious preferences and emotional responses. This session will provide an overview of new technologies for neural measurement, along with case studies for their applications within mobile.
• How do people truly feel about mobile apps?
• How do you quantify their preferences, even when they are unable to identify them?
• Most importantly, how should you design a 'brain-proof' app?
• How do people truly feel about mobile apps?
• How do you quantify their preferences, even when they are unable to identify them?
• Most importantly, how should you design a 'brain-proof' app?
Diana Lucaci, Canadian Chair, Neuromarketing Science and Business Association
01:00
Lunch Break
02:00
Real, not Recalled; How General Mills Uses Mobile to Better Understand Consumers
• In-the moment/at point of usage product ratings, the elimination of the need for recall, and the benefit of true contextualized research
• Shopper Store Missions – product Shopability and Findability, understanding how easy/difficult it is to shop categories, find specific products, and then understand in-the-moment purchase drivers
• Internal Team Immersion – using mobile to get our team engaged in real world shopping experiences
• 5 Minutes to think differently: Understand the business questions that our traditional methods answer, and design mobile methods to answer them.
• Shopper Store Missions – product Shopability and Findability, understanding how easy/difficult it is to shop categories, find specific products, and then understand in-the-moment purchase drivers
• Internal Team Immersion – using mobile to get our team engaged in real world shopping experiences
• 5 Minutes to think differently: Understand the business questions that our traditional methods answer, and design mobile methods to answer them.
Andy Dybvig, Global Manager Mobile Research, General Mills
02:20
A complete picture of your target consumer using geofencing to push surveys to individuals, and coupling this feedback with social media informationCarol Haney, VP Group Product Marketing, Toluna
Panel Discussion
02:40
Discussing the Barriers and Opportunities of Mobile Research for Clients
Moderated by: Mark Michelson, Executive Director, Mobile Marketing Research Association
Mark Pitts, Director Analytics, Solutions & Strategy, United Health Group
Sharon Knitter, (former) Director Mobile, Cars.com
Mark Pitts, Director Analytics, Solutions & Strategy, United Health Group
Sharon Knitter, (former) Director Mobile, Cars.com
Michael Mace, Mobile Strategist, UserTesting.com
03:10
Networking Break
Strategy Session
03:40
Integrating Social Media Feedback with Mobile Research Strategies
• Optimizing insights by converging structured and unstructured customer feedback data
• Social media monitoring and listening best practices and integration of transactional databases are critical to the success of this convergence strategy
• Acting on social media feedback through mobile surveys is a necessary component to reduce churn and grow loyalty
• Social media monitoring and listening best practices and integration of transactional databases are critical to the success of this convergence strategy
• Acting on social media feedback through mobile surveys is a necessary component to reduce churn and grow loyalty
Darren Bosik, Senior Methodologist, QuestBack
04:00
Little data that is pretty big: storytelling through mobile technologies
Everything we hear today is “big data” but when you think about it, some of our biggest insights and innovations come from “little” data – when a few people are asked to tell stories about their lives
• Using mobile technologies as qualitative insights storytelling tool
• Creating the “narrative mindset” – diaries, tasking, journey reporting
• Turning “little” data into big insights and innovations
• Using mobile technologies as qualitative insights storytelling tool
• Creating the “narrative mindset” – diaries, tasking, journey reporting
• Turning “little” data into big insights and innovations
Jim Chastain, Founder and Managing Partner, RealityCheck
04:20
When research projects go BIG (data)
One thing we are not short of is the ability to create data. More and more the methodologies we deploy allow us to both generate and collect significant levels of qual and quant data but towhat end.
• Understanding how to bring together, organize and analyze data is a key part of extracting insight
• Look to discuss some of the challenges and approaches we and others we have faced
• Understanding how to bring together, organize and analyze data is a key part of extracting insight
• Look to discuss some of the challenges and approaches we and others we have faced
Paul Roberts, Group Digital Director, SPA Future Thinking
Closing Keynote
04:50
Vision 2030: how mobile research will fit in for stakeholders across the insights value-chain
• Presenting a comprehensive study that investigates how mobile research will evolve in the coming years
• Mobile calls for a new business model that will threaten existing set-ups. Are we ready for the change?
• What kind of studies will be demanded and possible in tomorrow’s world – and what are we really on track to get there?
• Mobile calls for a new business model that will threaten existing set-ups. Are we ready for the change?
• What kind of studies will be demanded and possible in tomorrow’s world – and what are we really on track to get there?
Dan Foreman, Director, Lumi Mobile
Juliana Smith Holterhaus, VP Business Operations, Lumi Mobile
Juliana Smith Holterhaus, VP Business Operations, Lumi Mobile
05:20
Closing Remarks & End of Conference
MRMW North America, Jul 16-18, 2013
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