Mobile Market Research - Post-Conference Thoughts
I've recently returned from the MRMW European Event on Mobile Market Research in London last week (http://bit.ly/rqLJrz). The event was very well attended - at a guess (there was sadly no delegate list) I'd say there were 150 people there, with a strong international presence - at a guess around 35% overseas attendees. If anyone has the numbers, I'd be interested.
Was it worth attending? A resounding "yes" from my side. It was a quality event, with a host of excellent speakers, and a welcome restraint on the pushy promotional side. I was invited to be part of a panel discussion on the likely impact on MR of mobile devices and wearable gadgets, including Google Glass.
Just to listen to the CEO of Glassic, David Zakariaie, made it worthwhile - it gave a glimpse into how large tech. companies approach the marketing of a new technology - messianic, getting the product out there without necessarily having the full Marketing story of who, when, why, for what sorted.
It was also great to meet many folk I'd only encountered virtually on SM, or over the phone. Jannie Hofmeyr was there, giving a very provocative talk, as was Finn Raben of Esomar, Adam Phillips of the same, Ray Poynter, Dan Quirk. There is nothing to beat face-to-face - without wishing to big it up for Conference organisers or downplay the virtual.
What did I take out of the Conference as a Clientside Market Researcher? Here's some of the things that stuck in my mind.
Mobile Surveys Don't Need to be Ultra-Short
It's possible to execute a 15 minute mobile survey, at least amongst healthcare practitioners. This was one finding of a TNS Research-on-Research study comparing mobile versus online data collection. I was surprised that mobile MR engagement can be held for such a relatively long period of time - at least amongst MDs.
Machine Intelligence Will Change Our World
TNS' Jan Hofmeyr suggested many of the tasks currently performed by people could be done better - quicker, cheaper, less error-prone - by machines. Including MR reports. The implications for jobs in this area of research were spelt out - "If you can't beat the machine, your jobs will be redundant". Any Gary Kasparov's in MR? Not me - you can see my thoughts on this here: http://t.co/Zc9DjQTfRB
Google Glass is Visionary - but has it got Focus?
David Zachariae proclaimed that Google Glass would revolutionize Market Research, and focussed on Shopper Insights. His example - taken from a test stroll through an IKEA store - posited that the artificial intelligence built into the Glass technology could instantly figure out which one or two questions were worth asking in-store - as opposed to say 15 or 20. Exciting stuff.
There was no data to back this claim up, however, no proof of concept presented. No doubt Google will impact on MR, but from this presentation it seems like it's early days
The overall impression I came away from was extremely positive - our industry is full of highly intelligent, talented people, with excellent analytical skillsets. It's evident that the large Agency players - Kantar was well represented at the Seminar as lead sponsor - are actively validating new collection methods like mobile MR. Mr. Hofmeyr actually suggested that all tracking should go mobile - as the only cost-effective way to get full market visibility and be "close to the moment", overcome memory gaps. I am watching the space.
How central mobile will be for future MR, I am still not sure. As Sherri Stevens, VP Global Innovations of Millward Brown pointed out, we can't force respondents to go mobile on surveys, but we do need to give them the option to choose their preferred mode.
Overall, it was great to be there, and a reminder of how intelligent and sympathetic the MR community is. Let's hope we can (continue to?) communicate that successfully, and ensure the value we humans bring to the decision making party is well recognised and not simply automated away.
Curious, as ever, as to others' views.