Market Research in the Mobile World: The Next Frontier 2010 2-3 Dec 2010, Berlin Organised by Merlien Institute http://www.merlien.org

1. MARKET RESEARCH IN THE MOBILE
WORLD:THE NEXT FRONTIER
2 & 3 December 2010
Holiday-Inn Berlin City West
Berlin, Germany

2. 2
Market Research in the Mobile World 2010
Welcome from Merlien Institute
We would like to welcome you to today’s event. This international conference is
designed to bring top researchers and practitioners together to discuss the latest
challenges and opportunities of using mobile research for capturing customer insights.
Your Merlien contact persons at this conference
Conference Director: Jasper Lim
Operations Coordinator: Liliana Jasinska
Below you will find a few administrative details for your information. Should you
have any queries or problems during the conference, please speak with the contact
persons.
PRESENTATIONS
The presentation slides and papers of this workshop can be viewed or downloaded for
a limited period of time from slideshare: http://www.slideshare.net/merlien
BADGES
Badges have been provided to help you identify fellow participants and the speakers.
Easy identification also helps the conference staff when delivering messages. Please
return your badge to the registration desk at the end of the conference.
QUESTIONS
If you have any questions during the conference, please raise your hand and wait for
the speaker to address you. It would be helpful if you could announce yourself by
name and organisation before asking your question.
EVALUATION FORM
Towards the end of the conference, you will be provided with an Evaluation Form.
We would be grateful if you would take time to complete the form and return it to the
registration desk before you leave the conference.

3. 3
THURSDAY, 2 DECEMBER 2010
MARKET RESEARCH IN THE MOBILE WORLD 2010
Brainstorming workshop:
14:00 Understanding consumers’ acceptance and
incentives for participating in mobile market
research
In this brainstorming workshop, delegates will discuss
their thoughts on the consumers’ acceptance and
incentives to encourage consumers to participate in
mobile market research. Delegates, divided into teams
will brainstorm strategies on how to encourage
consumer participation in mobile research. At the end of
the workshop, team leaders will have the opportunity to
present their results to the audience.
Facilitated by:
Dörte Töllner - Managing Director
Point-Blank International
15:30 Networking Coffee Break
16:00 Concepting school food through mobile
research: a case study for the municipality of
Copenhagen
• The motivations behind this mobile study: which
dynamics influence children’s’ choice of food during
school time?
• Discussing the difficulties of interviewing school
children through traditional methods
• Utilising mobile methods for documenting their
behaviour through images, video and text
• Evaluating the success of this mobile research: what
have we learned?
Julie Byskov Gade - Founder & Managing Director
StoryField
Sponsored Track:
16:45 Analysing mobile market research data with
ATLAS.ti
• How to analyse qualitative data from online surveys
successfully?
• Analysing mobile research data collected from iphone’s
App EthOS
• Discussing quick and easy ways of presenting
research findings to clients
Susanne Friese - Lecturer & Consultant
Leibniz University of Hanover
17:30 Summary and closing remarks from chair
18:45 Optional Networking Dinner
09:15 Life through the small screen: mobilising
online qualitative research via smart phones
• Giving an honest appraisal of current smart phone
capabilities and limitations for qualitative research
• Comparing the relative strengths and weaknesses of
PC versus smart phone interactions
• Exploring best practices in creating mobile research
activities that simultaneously engage and deliver deep
insights
Ian Ralph - Divisional Director, Business & Technology
GfK Group & Steve August - CEO - Revelation
10:00 Using mobile phones to determine what
really drives customer satisfaction and behaviour:
emotion!
• Discussing new neuro-scientific findings demonstrating
that ‘happiness’ is the primary driver of customer
satisfaction
• Providing evidence that emotion-based feedback
delivers stronger, revealing and actionable insights
• Discussing a revolutionary customer satisfaction
platform that pushes the boundaries of mobile
measurement
Paul Roberts - Managing Director, Customers and
Employee Experience - BrainJuicer
10:45 Networking Coffee Break
Keynote Presentation:
11:15 How the idea of creating a mobile application
for our ethnographers was hijacked by the very
clients we wanted to use it with
• Developing a mobile tool to capture events in the field
and share with client ‘followers’
• Turning mobile application into an internal business
tool for employees to capture and share insights
• Discussing critical issues on security, legal, and data
aspects of the mobile application
• Outlining learnings, mistakes and risks to proof test
ideas and ensure wide adoption
Siamack Salari - Founder & Partner
EverydayLives International
12:00 A smart opportunity or not? Using
smartphones in online research communities
• Discussing the use of smartphones in the context of an
online research community
• Evaluating similarities and differences in user
feedback between responses given via computers
versus smartphones
• Evaluating how the different types of notification also
impacts user response
Dianne Gardiner - Managing Director
Latitude Insights
12:45 Lunch Break
08:00 Registration
09:00 Opening words by Merlien Institute & Chair
Mary Evans Kasala - Core Faculty and Lead, Advanced
Qualitative Methods, School of Business & Technology
Capella University
Gold Sponsor:

4. 4
FRIDAY, 3 DECEMBER 2010
MARKET RESEARCH IN THE MOBILE WORLD 2010
Brainstorming workshop:
13:30 Developing a successful strategy to plan,
implement and report mobile research studies
With rising smart phone users and increasing consumer
acceptance to participate in mobile research, research
agencies need to re-evaluate how they can leverage on
these new developments.
In this interactive ‘hands-on’ brainstorming workshop,
delegates (divided into teams) will have the opportunity
to discuss with their peers on developing a successful
strategy to plan, implement and report mobile research
studies to their clients. At the end of the workshop, team
leaders will have the opportunity to present their results
to the audience.
Facilitated by:
Dr Felicia G. Lassk - Associate Professor of Marketing
Northeastern University
15:00 Networking Coffee Break
15:30 Fly on the wall or in their face? Using
unobtrusive and high-engagement approaches to
sustaining natural flows of mobile qualitative
information
• Demonstrating how mobile qualitative research can
enable participants to share in-the-moment thoughts
• Discussing how varied approaches to mobile
qualitative research can enhance client engagement
• Identifying opportunities for further optimisation
Betsy Leichliter - Qualitative Research Advisor
Leichliter Associates & Shamsu Bhaidani - CEO
FocusForums
16:15 Closing remarks from the chair and
organiser
08:45 There’s an app for that! A review of
smartphone apps for marketing research
• Reviewing which apps are best for what purposes:
what are the pros and cons, and costs and benefits
• Discussing the linkages between mobile insights and
actionable and meaningful business propositions
• Outlining a comprehensive taxonomy of the latest
smartphone apps and their uses for marketing
researchers
Mark Michelson - Qualitative Research Consultant
Michelson & Associates & TruQual
09:30 Boomerangers, teens & app-enthusiasts:
best practices for deploying mobile app-based
research across varied consumer segments
• Designing the research approach: “Pull” versus “Push”
research techniques
• Knowing how and when to solicit, engage and
maintain respondent participation
• How to analyse unstructured data (e.g. pictures,
videos and GPS coordinates) efficiently?
• Discussing results and learnings of mobile research
done for large FMCG companies
Bernhard Witt - CEO - 2x4 Market Research
Consulting
10:15 Networking Coffee Break
10:45 Evaluating two different mobile research
designs: ad-hoc mobile portal research and
personal application mobile research
• Discussing the two mobile research modes in line with
two case studies
• Evaluating two different digital marketing campaigns
based on these empirical data
• Considering critical factors for participation and
response rates on mobile research: design, costs for
mobile surfing and length of questionnaire
Malte Friedrich-Freksa - Head of Market Research
YOC AG
11:30 The future is in their hands: Exploring the
application of qualitative & quantitative insight
illumination methods across the mobile platform
• Highlighting how the mobile channel is currently being
utilised to identify and illuminate market insights in
both a B2C and B2B context
• Identifying when a mobile approach works well, and
when it struggles
• Exploring the future of mobile research over the next
five years, and how this is likely to translate into
innovative approaches
Scott Dodgson - Director - Research, Insight,
Consulting - SKOPOS
12:15 Lunch Break
08:15 Registration
08:30 Opening words by Merlien Institute & Chair
Ilka Kuhagen - Principal - IKM
Silver Sponsor:
Supported by:

5. 5
Thursday 2 December - 09:00
From our chairperson
Opening remarks and speaker introductions
Mary Evans Kasala
Core Faculty and Lead, Advanced Qualitative Methods
Capella University, USA
About Mary Evans…
Mary Evans is a member of Merlien Institute’s Advisory Board. She serves on
the Research Methods Faculty of the Doctoral Program in the Organization
and Management of the School of Business and Technology at Capella
University. She is also a Scientific Merit Reviewer at Capella and a University
Reviewer in the Office of Academic Research at Northcentral University. She
teaches research methods and supervises doctoral student dissertation
research. Dr. Kasala has a PhD in Management and an MBA from Syracuse
University, and a BA in Psychology from the University of Connecticut. Her
research interests are in the areas of qualitative methods as they apply to the
study of strategy, ethics and finance.

6. 6
Thursday 2 December - 09:15
Ian Ralph
Divisional Director, Business & Technology
GfK NOP, UK
Steve August
Chief Executive Officer
Revelation, USA
Life through the small screen: mobilising online qualitative research via
smart phones
• Giving an honest appraisal of current smart phone capabilities and
limitations for qualitative research
• Comparing the relative strengths and weaknesses of PC versus smart
phone interactions
• Exploring best practices in creating mobile research activities that
simultaneously engage and deliver deep insights
Presentation abstract:
We are currently witnessing rapid growth of the smart phone market,
accounting for approximately 1-in-4 mobile phones shipped in 2009 across
North America and Western Europe and half the phones shipped in Japan
over the same period. When combined with the growing penetration of high-
speed data connections via mobile devices (with global 3g penetration
reaching 15% in 2009 and forecasted to triple over the next 3 years), it is clear
that the mobile phone has the potential to become as vital a conduit for
market research as the PC is now. While there is a great deal of excitement
regarding smart phones and qualitative research, there has been very little
research conducted to fully understand the best practice and methods of this
new research medium.
This presentation will draw on research conducted in parallel on both PCs and
smart phones to explore the nature of mobile interactions for qualitative
research. It will explore the comparative strengths and weaknesses of smart
phones and their applications for qualitative research, relative strengths and
weaknesses of PC vs. Smart Phone based research, and how qualitative
practice and methods can be evolved to take best advantage of smart phone
based research.
About Ian & Steve…
Ian Ralph is a Divisional Director at GfK Business & technology, part of GfK
NOP. Ian has worked in the market research industry since graduating from
St. Andrews University with an MA in Economics in 1997, joining GfK in
2005. In his current role Ian is also working to develop and evaluate new &
better ways of conducting research, utilizing the many new technological
advances available to the industry. Steve August is the founder and CEO of
Revelation, a software company that is creating the next generation of
qualitative research applications. Steve has led workshops on online
qualitative research for ESOMAR, the Market Research Association, the
American Marketing Association, and the QRCA.

7. 7
Thursday 2 December - 10:00
Paul Roberts
Managing Director, Customer and Employee Experience
BrainJuicer, UK
Using mobile phones to determine what really drives customer
satisfaction and behaviour: emotion!
• Discussing new neuro-scientific findings demonstrating that ‘happiness’ is
the primary driver of customer satisfaction
• Providing evidence that emotion-based feedback delivers stronger,
revealing and actionable insights
• Discussing a revolutionary customer satisfaction platform that pushes the
boundaries of mobile measurement
Presentation abstract:
Excellent customer service is critical to a thriving business. New findings
prove that emotions drive customer satisfaction; customers are most satisfied
when they feel happy after a transaction, and vice versa. The goal in
managing retail or service-oriented business, then, should be simple: make
customers happy. And essential to understanding how best to please
customers is measuring how they feel.
Our company wanted to help organisations find out what really makes people
tick (for better or for worse!) using the mobile platform in a fun and engaging
manner, so we developed an emotion-based real-time approach to measuring
customer satisfaction. This new approach, SatisTraction™, is a multi-platform
methodology that uses our multi-dimensional emotional measure,
FaceTrace®.
SatisTraction proves to be an exciting and effective tool for mobile research,
giving companies feedback on how to make customers happy. Its real-time
emotional measurement can be aligned to all points of interaction; in call
centres, online interception, and retail environments - all without sacrificing
rich verbatims and the measure of emotion that most SMS measures do
without.
About Paul…
As BrainJuicer’s Managing Director of Customer and Employee Experience,
Paul led the launch of SatisTraction™, BrainJuicer's revolutionary approach to
measuring customer satisfaction. Paul brings nearly 30 years of experience in
technology, operations, and sales, and most recently worked in business
development, management, and consulting at various start-ups and mid-sized
companies. Paul is passionate about truly understanding how customers feel
in order to drive growth, give customers what they want, and build better
companies.

8. 8
Thursday 2 December - 11:15
Siamack Salari
Founder & Partner
EverydayLives International, UK
Keynote Presentation: How the idea of creating a mobile application for
our ethnographers was hijacked by the very clients we wanted to use it
with
• Developing a mobile tool to capture events in the field and share with
client ‘followers’
• Turning mobile application into an internal business tool for employees to
capture and share insights
• Discussing critical issues on security, legal, and data aspects of the mobile
application
• Outlining learnings, mistakes and risks to proof test ideas and ensure wide
adoption
Presentation abstract:
How creating an app for us turned it into an app for them is perhaps, a familiar
story. You invent something for a particular application and suddenly find that
people are using it for something completely different. It was Twitter.com
which inspired me to use a smart device to capture events in the field and
share them with client 'followers'. We ran a live test in the field which kind of
worked - but not completely. Twitter was not set up to be used by
ethnographic field researchers, which is why we decided to create our own
ethnographic research application. Our application was created for our field
ethnographers to collaborate with analysts back in the office.
Yet out of nowhere, we had the world's largest brand wanting it for their own
staff to capture and share insights within their business. Some of the new
issues we had to grapple with included: Security - here was an organisation
that was second only to the Pentagon for attracting hackers. Legal - here was
an organisation which had extremely deep pockets attracting many legal
challenges. Adoption - our tool was to be used by 9000 employees. How do
we get them to use it? Data - expected outputs per year of 50,000
events/insights. How do we even begin to sort through such content? My talk
will outline our learnings, our mistakes and calculated risks we took to proof
test of our ideas and ensure wide adoption and use within our client's
organisation.
About Siamack…
Siamack is a pioneering video ethnographer first applying his techniques in J
Walter Thomson's planning department during mid 1990's. In 2000 he
established EverydayLives in London and, with team, has worked for FT 500
companies in over 23 countries. Siamack is also a visiting lecturer at both
London Business School and Oxford University SAID business school.

9. 9
Thursday 2 December - 12:00
Dianne Gardiner
Managing Director
Latitude Insights, Australia
A smart opportunity or not? Using smartphones in online research
communities
• Discussing the use of smartphones in the context of an online research
community
• Evaluating similarities and differences in user feedback between
responses given via computers versus smartphones
• Evaluating how the different types of notification also impacts user
response
Presentation abstract:
Latitude Insights conducted an online research community amongst iPhone
users to understand consumer behaviour in response to mobile technology.
While the insights were predominantly generated from online conversations,
the mere presence of over 100 smartphones users provided the opportunity to
also explore how smart phones could be used to engage participants.
Renieke Reitsma from Forrester recently wrote “Market researchers need to
think out of the box and come up with innovative ways to conduct research
through mobile phones”. The driving need to this call for action is engaging
people (not respondents) in information exchange when and where it matters
to them. By respecting their needs, we manage to stay more relevant as an
industry, as well as getting closer to them in day to day life. Our study gives
some insight into how best to use the mobile opportunity.
During our project, community members had the choice of participating in the
discussions via computer or using their smartphones. Our presentation will
compare the similarities and differences in the use of computers and mobile
phones in soliciting user feedback in terms of timing, number and detail of
response. We also evaluate the impact on user responses using different
types of notifications.
About Dianne…
With over 15 years of experience as a supplier of market research, Dianne
formed Latitude Insights in late 2007. Prior to this, she worked with Blue
Moon Research, Open Mind, Omnicom Research, and Frank Small and
Associates, With extensive experience in both qualitative and quantitative
research, Dianne’s passion for research is in understanding why. Dianne has
an in-depth knowledge of the FMCG, retail, banking and finance industries,
together with substantial experience in social marketing. Today Dianne
spends much of her time engaging in true two-way dialogue within Latitude’s
online research communities. She has previously presented at conferences in
Australia, New Zealand and Singapore.

10. 10
Thursday 2 December - 14:00
Dörte Töllner
Managing Director
Point-Blank International, Germany
Brainstorming workshop: Understanding consumers’ acceptance and
incentives for participating in mobile market research
In this brainstorming workshop, delegates will discuss their thoughts on the
consumers’ acceptance and incentives to encourage consumers to participate
in mobile market research. Delegates, divided into teams will brainstorm
strategies on how to encourage consumer participation in mobile research. At
the end of the workshop, team leaders will have the opportunity to present
their results to the audience.
About Dörte …
Thanks to her unique talent of combining a sound grounding in classical
methodology with hands-on, true-to-life analyses, Dörte (Dotti) Töllner has
established herself as one of Germany's leading experts for excellent and
cutting-edge qualitative research. Drawing on over 15 years of experience
across a broad range of market research fields, Dörte always aims to reach
beyond the traditional boundaries of analysis and focuses actively on strategy,
concept work, facilitation as well as presentation.
Even before founding Point-Blank International in Berlin with her business
partner, Christian Eberz, she invested her entrepreneurial spirit in the creation
of her own company and pursued many projects in moderating, analysis and
strategic consulting. Through her continuous involvement with marketeers and
consumers she has gained an exceptionally profound understanding of the
challenges and opportunities of cross-cultural marketing research and
strategy.

11. 11
Thursday 2 December - 16:00
Julie Byskov Gade
Founder & Managing Director
StoryField, Denmark
Concepting school food through mobile research: a case study for the
municipality of Copenhagen
• The motivations behind this mobile study: which dynamics influence
children’s’ choice of food during school time?
• Discussing the difficulties of interviewing school children through traditional
methods
• Utilising mobile methods for documenting their behaviour through images,
video and text
• Evaluating the success of this mobile research: what have we learned?
Presentation abstract:
This case study is about a mobile study with children done for the Municipality
of Copenhagen. The Municipality wanted to reform the food in public primary
schools of Copenhagen. In the pre-studies they wanted to gain knowledge on
how the school children experienced three different test concepts for school
food. However, due to the difficulty interviewing young school children, a
mobile research method was used instead. Children who participated in the
study used their mobile phones to document their behaviours and thoughts
with images, video and text. They shared their documentation through an
online space for collecting mobile research (Piipl.net). They also commented
on each others photos and videos online, thus creating online conversations
around food and breaks in school. At the end of the study, selected children
participated in a group discussion and created short films about their
experiences, based on the mobile documentation.
The study gave the Copenhagen Municipality a deep insight into how the
children experienced the food concepts. The insights were communicated
through rich visual and narrative material.
About Julie…
Julie is the Founder and Managing Director of StoryField. She has a Master
degree from the IT University of Copenhagen where she wrote her Master
thesis on qualitative mobile user research. She has previously worked for
three years as a User Experience Consultant for LBi Copenhagen, working
mostly with user experience and experience architecture for international
clients such as IKEA, Phillip Morris and Etihad Airways.

12. 12
Thursday 2 December - 16:45
Susanne Friese
Lecturer & Consultant
Leibniz University of Hanover, Germany
Sponsored track: Analysing mobile market research data with ATLAS.ti
• How to analyse qualitative data from online surveys successfully?
• Analysing mobile research data collected from iphone’s App EthOS
• Discussing quick and easy ways of presenting research findings to clients
Presentation abstract:
The aim of the presentation is to show how ATLAS.ti can be used to analyse
mobile market research data. I have selected two examples to present to you:
the analysis of online survey data and data collected via the mobile device
EthOS. I will show you how data can be integrated into software for analysis,
how data can be analysed efficiently and how the analysis process and
results can be shared easily with team colleagues and clients.
About Susanne…
By way of a brief history, I started working with computer software for
qualitative data analysis in 1992. My initial contact with CAQDAS tools was
from 1992 to 1994, as I was employed at QualisResearch in the USA. In
following years, I worked with the CAQDAS Project in England (1994 - 1996),
where I taught classes on The Ethnograph and Nud*ist. Two additional
software programs, MAXQDA and ATLAS.ti, followed shortly thereafter.
During my dissertation and in my subsequent position as an Assistant
Professor at the Copenhagen Business School in Denmark, I carried out a
variety of research projects using both qualitative and quantitative methods. In
that context, SPSS computer software was used to analyse quantitative data;
ATLAS.ti supported our work with qualitative material. Today, I mainly give
courses in ATLAS.ti, and occasionally MAXQDA. I am also a member of
Merlien Institute’s European Advisory Board. In addition, I have accompanied
numerous projects around the world in a consulting capacity (QuaRC),
authored didactic materials and one of the principal contributors to the
ATLAS.ti User’s Manual. I teach qualitative and quantitative research methods
in the Sociology Department at Leibniz Universität Hannover as part of the
Bachelor and Master’s degree program in Social Sciences, and also offer
interview training. (http://susanne.friese.phil.uni-hannover.de).

13. 13
Friday 3 December - 08:30
From our chairperson
Opening remarks and speaker introductions
Ilka Kuhagen
Principal
IKM, Germany
About Ilka…
Ilka Kuhagen is an independent researcher and consultant, based in Munich,
Germany. After several years in consultancy, Ilka Kuhagen founded IKM in
1994 and is specialized in international qualitative research. She has been
conducting qualitative online research for the past 10 years including bulletin
boards, online focus groups, online diaries as well as online usability tests.

14. 14
Friday 3 December - 08:45
Mark Michelson
Qualitative Research Consultant
Michelson & Associates & TruQual, USA
There’s an app for that! A review of smartphone apps for marketing
research
• Reviewing which apps are best for what purposes: what are the pros and
cons, and costs and benefits
• Discussing the linkages between mobile insights and actionable,
meaningful business propositions
• Outlining a comprehensive taxonomy of the latest smartphone apps and
their uses for marketing researchers
Presentation abstract:
There are literally thousands of new smart phone apps that aid in marketing
research - but which ones are best for specific kinds of research? Join Mark
Michelson in an in-depth review of the latest smart phone apps and near field
mobile technologies. Mark will provide a comprehensive taxonomy of which
smartphone apps are best for online surveys, ethnographic journaling, online
qualitative research, mystery shopping and crowd-sourcing.
About Mark…
In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service
custom marketing research firm based in Atlanta, Georgia. Mark has
extensive experience conducting qualitative research around the world
designing customer experiences, products and communications for some of
the worlds’ most respected brands including Coca-Cola, Walmart Stores,
Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st
President of the Mystery Shopping Providers Association (MSPA) and serves
on the Global Board. He is also a former member of the board of QRCA and
is an active speaker at universities, trade shows and conferences across the
world.

15. 15
Friday 3 December - 09:30
Bernhard Witt
Chief Executive Officer
2x4 Market Research Consulting, Germany
Boomerangers, teens & app-enthusiasts: best practices for deploying
mobile app-based research across varied consumer segments
• Designing the research approach: “Pull” versus “Push” research
techniques
• Knowing how and when to solicit, engage and maintain respondent
participation
• How to analyse unstructured data (e.g. pictures, videos and GPS
coordinates) efficiently?
• Discussing results and learnings of mobile research done for large FMCG
companies
Presentation abstract:
Mobile research expands the ability of researchers to track choices, thoughts,
movements and behaviours in real-time. Accessing and engaging people with
mobile devices at the point of experience allows for a collection of deep
insights that cannot be captured with any other research approach.
Researchers are starting to shift from chopping up massive amounts of
aggregate data to now thinking about looking at consumers over time to
gauge their experiences with a product or service.
While the stock of mobile research has recently risen and though researchers
and marketers are recognizing mobile phones as the most personal and
intimate conduit for data collection, there has been limited consideration of
what sets this mobile approach apart from more traditional research
methodologies.
This presentation will present client case studies, discuss best practices
associated with mobile research design, soliciting and maintaining
participation, and dealing with unstructured data such as pictures, videos and
GPS coordinates, and draw out the lessons learned from navigating
unchartered territory utilizing a new mobile research approach.
About Bernhard…
Bernhard is the Chief Executive Officer of 2x4 Market Research Consulting
AG in Germany. He has over fifteen years of experience in market research
and data analysis. After having worked for SPSS in various positions, he
founded 2x4 in 2005.

16. 16
Friday 3 December - 10:45
Malte Friedrich-Freksa
Head of Market Research
YOC AG, Germany
Evaluating two different mobile research designs: ad-hoc mobile portal
research and personal application mobile research
• Discussing the two mobile research modes in line with two case studies
• Evaluating two different digital marketing campaigns based on these
empirical data
• Considering critical factors for participation and response rates on mobile
research: design, costs for mobile surfing and length of questionnaire
Presentation abstract:
In order to evaluate mobile marketing campaigns in a comprehensive
perspective, mobile researchers have to enhance their operational area. Two
case studies examine the significance of different mobile research modes:
1. Ad-hoc mobile portal research: A mobile internet survey was implemented
in a mobile internet portal to measure a) characteristics of the reached
campaign target group and b) evaluate the campaign. 13% of portal visitors
clicked the survey ad and 70% of them completed the questionnaire
(n=2,053). The results indicate excellent campaign evaluation. The target
group proved to be mainly male, younger and well-educated.
2. Personal application mobile research: In evaluating an integrated digital
marketing campaign of a well-known brand, an exposed control group
research design was set up. 5% of all campaign participants clicked the
survey ad and 30% of them completed the questionnaire (n=429). Results
from the study indicate: (a) campaign participants experience the brand much
more positively, (b) campaign participants with higher involvement show
increasing brand pattern and (c) increasing campaign evaluation.
Further mobile research should integrate application within the data collection
process. Differences in mobile research designs may also affect response
rates and the costs for mobile surfing. The length of questionnaires is still a
critical factor for participation.
About Malte…
After graduating in 2000, Malte participated in establishing a market research
unit for youwant.com, an internet start-up company. After that, he worked as a
market researcher for Lycos-Europe.com. In 2003 he founded his own
company Idalab, specialised in digital market research and modern data
analysis. Since 2003 he is a consultant for YOC, one of Europe’s leading
mobile marketing and mobile advertising companies. Malte is specialised in
online and mobile reseach with an emphasis on modern data analysis.

17. 17
Friday 3 December - 11:30
Scott Dodgson
Director - Research, Insight, Consulting
SKOPOS, UK
The future is in their hands: Exploring the application of qualitative &
quantitative insight illumination methods across the mobile platform
• Highlighting how the mobile channel is currently being utilised to identify
and illuminate market insights in both a B2C and B2B context
• Identifying when a mobile approach works well, and when it struggles
• Exploring the future of mobile research over the next five years, and how
this is likely to translate into innovative approaches
Presentation abstract:
Scott will provide a snapshot of mobile research in 2010, outlining its current
applications (along with the associated advantages and limitations of the
platform) across qualitative and quantitative disciplines, and examine its future
potential. He firmly believes that the mobile phone is becoming the most
powerful, flexible, and essential device consumers own - effectively a
handheld mini-computer - which will ultimately revolutionise the way
researchers interact with the platform, and, by extension, respondents.
Scott will present the catalysts that drive this quiet revolution, explore the
interlinkages with mobile research as well as discuss opportunities that are
opening up for researchers. Such advances include the ‘hard’ and ‘soft’
technological innovations driven by the introduction of smart phones (and
shortly super phones), as well as increased consumer interaction with social
media networks, blogging and news websites - influencing consumer
behaviour in accessing the mobile internet. Mobile is now widely regarded as
the 5th research methodology, and will ultimately extend, enhance and
replace existing elements of the researcher’s toolkit.
Embracing new, innovative, approaches and technologies such as mobile - is
fundamental to furthering our knowledge and the relevancy of market
research in 2010 and beyond (across qualitative and quantitative disciplines).
If we do not, we lose relevance and credibility - if we don’t adapt, we die.
About Scott…
Scott is a Director at SKOPOS, a full service agency with particular
knowledge and expertise within the digital arena. Scott’s core expertise lies in
the retail/e-tail and FMCG worlds, and in helping clients from within these
sectors, gain a better understanding of the perceptions and behaviours of the
connected shopper in their digital and non digital ecosystems. Over the years,
Scott has helped to realise projects for a wide range of clients across
consumer and B2B markets, including: Orange, O2, DHL, Bank of America,
Tesco, McDonald’s, innocent, Royal Mail and many more.

18. 18
Friday 3 December - 13:30
Dr Felicia G. Lassk
Associate Professor of Marketing
Northeastern University, USA
Brainstorming workshop: Developing a successful strategy to plan,
implement and report mobile research studies
With rising smart phone users and increasing consumer acceptance to
participate in mobile research, research agencies need to re-evaluate how
they can leverage on these new developments.
In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into
teams) will have the opportunity to discuss with their peers on developing a
successful strategy to plan, implement and report mobile research studies to
their clients. At the end of the workshop, team leaders will have the
opportunity to present their results to the audience.
About Felicia…
Felicia Lassk (Ph.D., University of South Florida) is an Associate Professor at
Northeastern University, Boston, MA, where she held the Reisman Research
Professorship (2003-2005). As an Account Executive/Project Director at a
central Florida research firm, her clients included Walt Disney World,
Disneyland Paris, Shands Hospital and Darden Restaurants.
Professor Lassk has published in the Journal of the Academy of Marketing
Science, Journal of Personal Selling and Sales Management, Industrial
Marketing Management, and the Journal of Business Research. Her research
interests include emotional intelligence and mobile market research issues.
She is an academic member of the Direct Selling Education Foundation.

19. 19
Friday 3 December - 15:30
Betsy Leichliter
Qualitative Research Advisor
Leichliter Associates, USA
Shamsu Bhaidani
Chief Executive Officer
FocusForums, Canada
Fly on the wall or in their face? Using unobtrusive and high-engagement
approaches to sustaining natural flows of mobile qualitative information
• Demonstrating how mobile qualitative research can enable participants to
share in-the-moment thoughts
• Discussing how varied approaches to mobile qualitative research can
enhance client engagement
• Identifying opportunities for further optimisation
Presentation abstract:
This presentation is inspired by the challenge to "Develop a natural way to
convey information about specific situations using mobile research." This
challenge is based on the hypothesis that mobile qualitative methods that feel
"natural" are more likely to engage participation, encourage more genuine
sharing of in-the-moment experiences and emotions, and contribute to more
credible or inspiring insights. We will discuss key learning from new research-
on-research that explores a variety of mobile qualitative methods using online
platforms for participant information-sharing via phones (iPhone, Blackberry,
and others), and computers - including mobile texting, email, mms, voicemail,
photos and/or videos. Our presentation and Q&A session will focus on what
types of mobile communication flows seem "natural" in specific qualitative
contexts that involve emotional or sensory experiences as well as rational
thoughts, and how "natural" approaches can affect the value of key learning.
Communications flows explored will include habit-based vs. new methods,
non-directive versus highly directive approaches, one-way vs. two-way
communications, and more.
About Betsy & Shamsu…
Betsy is a Qualitative Advisor at Leichliter Associates. Her firm provides global
clients with custom qualitative and interactive research for new products,
services, environments, and experiences. Betsy holds BA and MBA degrees
from Stanford, teaches Marketing Research to international students at NYU's
School for Continuing and Professional Studies. Shamsu is the Founder and
President of Focus Forums, providing qualitative and quantitative online tools
for global clientele. Using his more than 12 years of experience in the
technology industry, Shamsu has carefully crafted Focus Forums software
into a unique & innovative product for online research.

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Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Alexander Shashkin Chief Executive Officer OMI Russia Russia
Andrea Chemaly Research Director KLA South Africa
Benedikt Hanf CTO Aceedo Germany
Bernhard Witt Chief Executive Officer 2x4 Market Research
Consulting
Germany
Betsy Leichliter Qualitative Advisor Leichliter Associates USA
Bisser Stoykov Business Development
Manager
Shopmetrics Europe USA
Catharina Short Managing Director Pinion Sweden
Christopher Kahler Chief Executive Officer Urbian USA
Cora Kettemann Graduate Student Leibniz University of
Hanover
Germany
Daniel Rieber Head of Onsite &
Mobile Services
Interrogare Germany
Dianne Gardiner Managing Director Latitude Insights Australia
Didier Van Kesteren IT Manager Research Solution Belgium
Dörte Töllner Managing Director Point-Blank International Germany
Felicia Lassk Associate Professor Northeastern University USA
Hans Theuws Product Manager Noldus Information
Technology
Netherlands
Ian Ralph Divisional Director GfK NOP UK
Ilka Kuhagen Principal IKM Germany
Ivaylo Nedev Product Manager Shopmetrics Europe USA
Jochem Reinders Folmer Director Raphaels The
Netherlands
Jörg Hecker Managing Director ATLAS.ti Germany
Julie Byskov Gade Founder & Managing
Director
StoryField Denmark
Koen van der Wal Senior Research
Manager
MetrixLab The
Netherlands
Laurent Moreau Managing Director ANT Research Belgium

21. 21
Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Malte Friedrich-
Freksa
Head of Market
Research
YOC AG Germany
Marcus Schatilow CMO IFAK Institut Germany
Mark Michelson Qualitative Research
Consultant
Michelson & Associates USA
Mary Evans Kasala Core Faculty Lead,
Advanced Qualitative
Methods
Capella University USA
Matthias Helferich Managing Partner Cluetec Germany
Nikoline Lohmann Web Facilitator and
Journalist
Digital StoryLab Denmark
Paul Roberts Managing Director,
Customer and
Employee Experience
BrainJuicer UK
Paul Galow Research Executive
Digital Media
Point-Blank International Germany
Philippe Drobniak Chief Executive Officer Enov Research France
Reinhard Burian Chief Executive Officer Marketing Data-Mobile-
Research.AT
Austria
Scott Dodgson Director - Research,
Insight, Consulting
SKOPOS UK
Sebastian Scholz Chief Executive Officer Aceedo Germany
Shamsuddin Bhaidani President FocusForums Canada
Siamack Salari Founder & Partner EverydayLives UK
Steve August Chief Executive Officer Revelation USA
Susanne Friese Lecturer Consultant Leibniz University of
Hanover
Germany
Thomas Muhr Chief Executive Officer ATLAS.ti Germany
Vidas Raudonis Lecturer Kaunas University of
Technology
Lithuania
Nicole Reinhold Researcher Point-Blank International
GmbH
Germany
Sean Conry Vice President Techneos Systems Canada
Stephanie Herault Associate Professor University of Paris
Sorbonne
France
Qiong Xu PhD Candidate University of London UK

22. 22
Programme Committee
We would like to take this opportunity to thank our Programme Committee for
evaluating the paper abstracts and providing valuable feedback to authors.
Nicole Reinhold
Point Blank International
Germany
Ilka Kuhagen
IKM
Germany
Mary Evans Kasala
Capella University
USA
Tom Anderson
NGMR Group
USA
Frank-Thomas Naether
NMRC
Germany
Hairong Li
Michigan State
University USA
Mario Callegaro
Google
USA
Leonard F Murphy
Greenbook
USA

23. 23
Upcoming Events
Qualitative Research in Web 2.0 Asia
Exploring critical issues & opportunities of implementing
online qualitative research
22-23 February 2011, Macau (China)
http://www.merlien.org/upcoming-events/qrweba2011.html
Computer-Aided Qualitative Research Asia
Discussing key issues concerning the use of QDA software
for accelerating research analysis
24-25 February 2011, Macau (China)
http://www.merlien.org/upcoming-events/caqra2011.html
Qualitative Consumer Research & Insights
Developing actionable business propositions through
cutting-edge qualitative research
6-8 April 2011, Malta
http://www.merlien.org/upcoming-events/qmri2011.html
Qualitative Research for Policy Making
Delivering effective qualitative research for policy making in
times of austerity
27-28 May 2011, Belfast
http://www.merlien.org/upcoming-events/qrpm2011.html
Merlien Institute is an independent organisation dedicated to providing
timely and critical information to the qualitative research community. Our
mission is to provide researchers and practitioners a unique platform to
brainstorm new ideas and learn best practices in a highly interactive
conference environment. Merlien Institute, with its 4 staff and 26 Advisory
Board Members now host more than 10 annual meetings in Europe and
Asia. Our events have consistently resulted in new collaborations and
projects among delegates.
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marketing research. Visit http://www.quirks.com

24. 24
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