Many predictions surrounding 2030 for the mobile market research industry: - Mobile devices and data will be ubiquitous, with wearable devices accounting for most expectations and eyes potentially controlling devices. Mobile will be integrated into all aspects of life. - Mobile market research will be the industry standard as mobile is relevant for all businesses. Some markets may be mobile-only. The shape of the MR industry will change significantly. - Mobile market research will be unrecognizable from today. New data sources and constant data streams will require different skills and approaches to synthesize information. New research models and more dynamic outputs will evolve. Major implications for the entire industry.

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

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7. Overview
Many predictions surrounding 2030
Mobile Market Research will be
the industry standard
Mobile Market Research will be
nothing like it is today

8. Method
 Over 80 qualitative interviews

Over 15,000 quantitative interviews

Some desk research

9. Qualitative interviews – thanks to:
Jamie
Burke
(9010)
Peter Searll
(Dashboard)
Covering every continent
Mixture of agency, Client, consultancy, technology
Clare Chul
(Avon)
Isaac
Rogers
(2020)
Gemma
Stephenson
(Active
Group)
Sally
Smallmann
(Diageo)
David
Nelems
(Active
Group)
Maarten
Kallenberg
(InsightAsia)
Martin
Tomlinson
Helen
Bennie
(Shopper
Insight)
Judith
Passingham
(TNS)
James
Burge
(Research
Eric
Grosgogeat
(FocusVision)
Dave Lee
(PSL)
Peter Kirk
(WorldOne
)
Guy
Rolfe
(Kantar)
Brown)
Marion
Koudenburg
(Heineken)
Sharon
Hallock
(TNS)
Arno
Hummerst
on (GfK)
Edward
Appleton
(Avery
Dennison)
Joe
Staton
(GfK)
Andreiko
Kerdemelidis
(RBS)
Douglas
Hunter
(Google)
Orlando
HooperGreenhill
(JWT)
Lord
Leverhulme
(Unilever)
Robert
Kramer
(TNS)
Aysegul
Ataman
Scharning
(Techneos
trategy)
Ray Poynter
(Vision
Critical)
Simon
Falconer
(TNS)
Alex
Johnson
(Kantar)
John
Branston
(Research
Partnership)
David
Feick (TMobile)
Ben Leet
(Usamp)
(ESOMAR)
(Fresh Minds)
Pravin
Shekar
(Krea)
Birju Jani
(mrJunctio
n)
Andy
Lees
(Lumi
Mobile)
Alistair
Hill (On
Device)
David
Newman
(Oxford
University)
Mark
Halliday
(Manning
Gottlieb)
Garry
Kasparov
Steve
August
(Ipsos)
(Revelation)
(Conversatio
n Zone)
Alan
Yelsey
(KVS
Studio)
Phil Garland
(Survey
Monkey)
Lenny
Murphy
Richard
Scionti
(Prophet)
(Greenbook)
(Forrester)
Fiona
Blades
(Mesh)
MC Lai
Barry Ooi
Roxanna
Strohmenger
Fiona
Blades
(Mesh)
Zoe
Dowling
(Added
Value)
(Morgan
Stanley)
(Kantar
Health)
Jeremy
Carpenter
(Kantar
Mobile)
Graeme
Sparshott
(McDonald
’s)
Ana
Alvarez
(PepsiCo)
Robert
Wang
Ian
McKinnon
Bob Dance
Now)
Kim-Fredrik
Schneider
(World
One)
Finn Raben
Now)
(Millward
Joe
Webb
(TNS)
Alexander
Linder
(Swaeovski)
(Firefly)
Peter
Teachman
Paul
Roberts
(SPA
Future
Thinking)
Reitsma
(Forrester
Research
Carol Haney
(Toluna)
Jayne Dow
(Research
Jan
Schottelndrei
er (Cluetec)
VP,
(Double
Helix)
David Shim
(Placed)
Stuart
Ryder
(Ipsos)

10. Many predictions surrounding 2030

11. Say what you will about Nostradamus …
OR

12. Many predictions surrounding 2030
 Many economic forecasts
 The World is evolving
 People all around the World expect significant
developments in mobile

13. Rank Shift in GDP, by PPP $
Rank
2010
2030
1
United States
China
2
China
United States
3
Japan
India
4
India
Japan
5
Germany
Russia
6
Russia
Germany
7
UK
Brazil
8
France
UK
9
Brazil
France
10
Italy
Mexico
11
Mexico
South Korea
12
South Korea
Indonesia
13
Spain
Italy
14
Canada
Canada
15
Indonesia
Spain
* Euromonitor / GfK

14. Example: Are we ready for 1bn more China tourists?
Airports
Hotels
1.4 bn
Language
Milk
$95bn – 2012
Expectations high
390 mn middle class
Now
2020e
2030
* Euromonitor / GfK

15. Our research …
 Survey deployed using GMI / Lightspeed and client sample
 Responses from 15,000+ people
 Over 90% within 1 day
 12000+ images uploaded
 Covered all major regions
 55% found it ‘fun’, less than 1% ‘boring’

16. Big picture for 2030

17. We will be wearing mobile devices
Devices may be
somewhat function
specific but collectively
your “wearable network”
will far exceed the
capabilities available in
today’s mobile.
 Wearable devices account for
nearly 2/3 of peoples expectations
Smart phone
20%
Spectacles
33%
Contact lens
10%
Richard Scionti
Arm patch on clothes
 Over 4 out of 10
expect the eyes to
control the device
20%
A brain implant
9%
Liquid-gel
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%

18. Even less of a ‘phone’ than today

19. Etiquette and rule shifts
 Transport
 Family
Robot Wars or
Robot Laws?
 School
 Business
There is a colleague of
ours who we refer to as
"The Man who isn't there"
because he is so
connected to his mobile
Alistair Hill
Judith Passingham

20. Mobile is critical
More people have
[mobile] access to
internet today in Africa
than they do to clean
water or even
sanitation.
Digital/Web is probably more
important than air for many …
I think people are probably
learning more online than in
schools, teachers will probably be
replaced by robots soon.
World Bank Spokesperson
MC Lai

21. Mobile is invisible
The internet will be
such an intrinsic part of
every device and
interaction we have,
we’ll stop even
realizing it exists at all.
We’ll soon be living in a real life
matrix – if you’re not plugged in
you will literally be separated from
the rest of the world.
Issac Rogers
Robert Wang
People won't notice computers, in the same way
they don't notice sheet metal, but they will be
everywhere and in everything from lightbulbs to
packets of juice, in almost constant contact with us
and our environment.
Andreiko Kerdemeledis

22. Many predictions surrounding 2030
Mobile Market Research will be
the industry standard

23. Mobile Market Research will be the industry standard
 Mobile will be everywhere
 Data will be everywhere and all-encompassing
 Some markets will be mobile only
 The shape of the MR industry will change

24. Mobile everywhere
It’s not a question of if
you add mobile to your
research mix, but
when.
Reineke Reitsma
The best use of mobile is pretty much
everything! MR doesn’t consider
mobile enough in proposals, because
in general, researchers selling to
clients don’t have good enough
knowledge of its capabilities or
limitations.
Marcus Wikars
ESOMAR GMR
2012 Report
There are no businesses for whom
mobile is not relevant. If you’re in
business, you need to be in mobile. And
if you’re in market research you need to
be thinking ahead of your clients.
Dave Lee
.
Researchers seek to
further exploit the high
penetration of mobile
phones

25. Therefore data everywhere
Data used to be scarce – now
it is everywhere and more
highly detailed. The
challenge is to make sense of
it, numbers, verbatims, rich
media (audio, video, images)
social impressions, millions of
data points
Lenny Murphy
A defining trend of the next hundred
years will be digital information driven
via mobile platforms. The defining
technology for our species, for the next
hundred years, will be mobile…
David Nelems
Our connection to the digital world will literally
become a sixth sense. We’ll be studying a digital
footprint of consumers, rather than relying on
reported behavior
Isaac Rogers

26. Some markets will be mobile only
Mobile is just another
channel...unless you
live in Africa - then its
the ONLY channel.
In a place like Nigeria
if it's not face to face
it'll be straight to
mobile.
Peter Searll
Debbie Pruent
Emerging markets will be the focus while more and
more market research will be conducted about Asia.
Mobile surveys will be adopted more easily than any
other tool in market research.
Aysegul Ataman Scharning

27. But who will lead?
VP, Double Helix
The US market is more ahead of the
curve than most; at least in my
industry, there is more opportunity for
virtual research in the US than in, for
instance Japan, which can be
extremely restrictive with privacy laws
and what can be done.
The innovation will
come from America …
China will copy at 20%
of the price
APAC will probably lead in some of the
more advanced, early applications of
mobile due to their cultural fascination
with technology, manufacturing
capacity of low cost devices and robust
infrastructure. On the other hand, the
US will lead the market from a
business perspective, with the rest of
the world following on quickly.
Garry Kasparov
Lenny Murphy

28. The industry reports will show a different landscape
2012
Mobile
Research
Non Mobile
Research
2030
** Up to
$300bn
Mobile
Research
<0.1
40
Non Mobile
Research
40
* Estimates in $bn
** Based on qualitative discussions with industry leaders

29. Many predictions surrounding 2030
Mobile Market Research will be
the industry standard
Mobile Market Research will be
nothing like it is today

30. Mobile Market Research will be nothing like it is today
 The impact of mobile is colossal
 Different data needs a different approach
 New research models will evolve
 Debriefs and outputs will be more dynamic
 Need to embrace change
 Implications for us all

31. Colossal Impact
BULLDOZER…..that’s what will be
the effect of mobile in MR.
A typical MR project will be in the DIY
mold where the power is in the hands
of the one who needs answers.
Biz and MR is going to change.
And mobile in MR is NOT just survey
apps and the like. We need to have a
blinders-off approach.
Pravin Shekar

32. Back to Nostradamus
There is a healthy and exciting
future for market research albeit
one where disruption will
fundamentally change the nature
of our business.
MR as we know it today
will not exist in 2030.
Data capture replaces Data
collection. Synthesizing
“Why” questions into people’s
consumer experience will
replace the traditional
questionnaire.
Go mobile or go home.
The current business model
of market research is not
sustainable with this level of
technological disruption
Colin Strong
Lenny Murphy
I don't think the current model in
many agencies is sustainable unless
they can use AI to do the analysis and
outsourcing can be problematic
Graeme Sparshott
Richard Scionti

33. The value of privacy
The tension between privacy and
sharing of our data will continue, yet
we will become more knowledgeable
on what it means to share data, and
we will see further regulations and
guidelines built into data acquisition
for commercial purposes.
Ian McKinnon
.
And while there’s an uneasiness
associated with this today - I
wonder if this is something
we’ll just take for granted 20
years from now.
Carol Haney
People expect that they are being tracked and are
comfortable with it – as long as the information is
being used to help them in someway. It’s not
creepy if it’s USEFUL
Jayne Dow

34. Different data sources need a different approach
Challenge the existing measures of
the industry. As lifestyles change in
response to technology, the research
industry needs to ensure they are
measuring the right things.
The way we get an answer to a
question will change. Small
clumps of information coming
from diverse set of sources.
A huge thing that researchers will
need to do in the future is letting
go of consistency.
Graeme Sparshott
Alex Johnson
Market research will become augmented, bite-sized, and autoanalyzed. Auto collected behavioral data will be dominant
with less focus on opinion data. This yields an efficient
compilation of data that will help us come to real time decision
making points.
Peter Kirk

35. Constant data stream = new skills and players
People are increasingly willing to openly
provide detailed self profiling, life-streaming
around consumption habits, moods and emotions
as well as desires and needs.
With such a mass of highly individuated data,
market research is going to have to get serious
about building systems that can handle big data. So
the only players that can win in the long game are
IT companies that borrow research
know-how to build the algorithms.
Jamie Burke

36. Agency role is more specific
There is a divide of
research skills - skilled in
data collection and then
figuring out what’s
appropriate and useful,
and when.
Robert Kramer
You need an agency to be concise
in the collection and insightful in
the delivery – combining data
collection with consultancy – out
of necessity rather than just trying
to move up the value chain or
make ourselves feel important.
Two agencies or one?
Arno Hummerston

37. And so are people
Humans are inconsistent,
slow and expensive –
technology is not
Ray Poynter
If we don't have a clear vision
for our future role and where
we are headed as an industry
we will struggle to recruit and
train our future leaders and
innovators.
James Burge

38. The School of Hard Knocks
Test, and learn. 80% or
indeed 70% today is more
than good enough in many
scenarios rather
than waiting for 100%
tomorrow.
Simon Falconer
Give your people permission to fail –
that’s the only way they will be able
and willing to try new things.
Jayne Dow
CEOs and companies should
LISTEN. ADAPT. EXPERIMENT.
EXPAND.
 REPEAT.
RAPIDLY.
Pravin Shekar

39. The horse has already bolted
The scary part is that most of this Iron-man like
technology already exists, its just not quite been
put together in the right package (or in the right
size) to make it work…
we just need to see a consolidation around key
services, key providers, and a bringing together of
what already exists, along with an industry that’s
open enough to accept the new.
Joe Webb

40. It won’t be easy. Many challenges ahead

41. Connecting with people will be harder
We’ll shift from casting
wide nets to very narrow
ones – because [today]
there’s a lot of noise and a
lot of waste – so imagine a
place where there’s a lot
less guessing – and a lot
more of a direct
relationship between the
individual and advertising,
buying, selling …
Phil Garland
Marketing becomes easier in 10 years.
Fewer channels to cover, and a more
direct connection to the consumer
wherever they are, marketers have an
easier time finding their consumers.
The struggle will be to make a connection
with that consumer. We’ll be better at
digesting new information and more
overall content, it’ll be harder to deliver a
marketing message that isn’t directly
targeted at the specific consumer. In a
way, the consumer is easier to find
but harder to touch.
Isaac Rogers

42. Control of your own data
Josephine Hansom
This move towards so called big
data will lead to, under data
protection legislation, the user
taking a more proactive role in
managing their own data. Trade
your own data for rewards, be
provided with rewards based on
the data profiles you upload.
Paul Roberts
Market research will
specialize in meaningful
exchanges with
consumers. This access
will most likely come at a
high price as consumers
begin to see the value in
their opinion and
personal data.

43. Dealing with the data
When it comes to the future of big
data, we need a reciprocal give and
take with the consumer – right now
the value exchange is not clear.
.
David Shim
I think/hope there will be better
handle on the ‘big data’ topic … adding
another 17 years with lots of new cool
web information and other services,
there will be huge amounts of data …
someone needs to sort it out and
make sense of it…
Jan Schottelndreier
So the advent of personalised
information requires us to rethink our
modus operandi … We will need to
change from being providers of non
interventionist data interpretation to
a more direct role in improving
consumer experiences as a direct
result of them talking to us …
Bob Dance
We need to capture
knowledge, not just
data. That’s where
the value lies.
Alan Yelsey

44. Embracing change – the need for new methods
Jeremy Carpenter
Roxie Strohmenger
.
Innovations will lead to more data
and more complex ways of looking
at data, however they will also
bring about more creative,
engaging and less taxing ways of
collecting information from
consumers.
It’s all about reframing how we get insights from
consumers. We must use mobile as a vehicle as it opens
up so many new avenues that we didn’t have before.
Peter Teachman

45. Debriefs are not a single event
Debriefs can encourage
conservative thinking.
Insights become powerful,
acted upon, through an
ongoing dialogue. Business
challenges constantly
change.
Data becomes stale very
quickly. Innovations that allow
real-time analysis to form
actionable insight will emerge.
Fast Data will be an
organisation’s lifeblood. Ignore
the Fast Data and you lose
your edge.
Edward Appleton
Andreiko Kerdemeledis

46. We need to evolve
Short. Focused. We live in a 140
character world – people live in sound bites
and their attention span has adjusted to
match. We as researchers need to
accommodate this shift.
Zoe Dowling
MR companies will need to
adapt their communication styles to
how people learn today – this will
mean greater use of technology,
focussing on the key big learnings,
interactive tools, not just the
'presentation workshop‘.
Biggest Challenge: The
mindsets of research buyers
and researchers. The sun is
setting on the 200-page
quarterly analysis and the
50-page monthly
tracker. Researchers will
need to learn how to find and
tell the stories in new ways.
Stuart Ryder
Graeme Sparshott

47. Mobile is the Tool – not the Solution
Don’t chase
technology.
Technology is a tool to
uncover
insights. Chase
insights.
Stuart Ryder
Jayne Dow
The beauty of
.
mobile is not about
the device – it’s the
state of being .
Expect a dizzying array of choices
when it comes to mobile
research. But remember mobile
doesn’t automatically mean good
research. Mobile is simply a medium
that gives you the opportunity to get
closer to your customers than ever
before. It's still takes research skills to
make mobile deliver.
Steve August

48. Typical research project?
1.
2.
3.
More inputs; blurred qual quant boundaries; more
Partnerships with tech businesses; .
Client data + open behavioral data + proprietary passive &
active behavioural and (short-form) survey data
Will also include:
• Text analytics/NLP/network analysis.....
• Algorithms for more personalised research experience and
incentives, improving participation rates and openness (e.g.
Amazon)
• More inputs from 'quantified self' (aka 'living data') sources
• Neuroscience inputs
• Video via mobile and other mobile meta data such as location,
environmental conditions etc.
Simon Falconer

49. Inertia will remain a problem
We are lazy creatures
Ben Leet
Inertia. Reliance on norms.
The hassle of truly embracing
emerging markets.
Marcus
Wikars

50. Front and center
Mobile is Dead.
Long Live Mobility.
Kim-Fredrik Schneider
Mobile market research
will have to be a fundamental
element of any MR project. To get to
the people you want to get to – you
have to use mobile – it will be the
most facilitating and meaningful
point of contact.
In a world of digital proliferation
and diversification, our
understanding of the consumer at
the centre of all activity is
fundamental.
The extent to which mobile is
synonymous with the consumer will
be a central component of this
understanding.
Judith Passingham
Finn Raben

51. Not there yet
Collecting data using a mobile
device is a huge buzz in the
industry, but it hasn’t replaced
other modes of data collection
… yet. When it does happen –
it’s going to transform portions
of the MR industry.
Carol Haney
Steve August
.
I think the future will look more like
today than we expect. As an
example: I was in the airport, walking
past a newsstand where there was a
magazine with a grumpy looking
Buzz Aldrin with the quote, “You
promised us Mars colonies and all
we got was Facebook.”
The medium opens so many possibilities but it
seems to be taking a long time for the industry
to embrace these!
Fiona Blade

52. How do we get there?

53. PANELS

54. Tech solutions to handle large volumes of qual data

55. Mobile friendly approximations for long methods

56. Creative applications of mobile for NEW methods

57. Some things will remain the same
I know that half of
the money I spend is
wasted. I just don't
know which half.
Businesses will still have problems
that need fixing. Technology,
devices will change. But you still
need people to answer questions.
Technology and inference can only
go so far. There is a fundamental
need that will remain.
Lord Leverhulme
Alistair Hill

58. Much like the Wizard of Oz
Like the Scarecrow:
Like the Tin Man:
 Do we have the
brains?
 Do we have the
heart?
And like the Lion:
 Do we have the courage?

59. In Summary
$300 bn industry?
Mobile the central role
Are you ready for 2030?

61. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
PREMIERE SPONSOR
WWW.MRMW.NET
NETWORKING SPONSOR

62. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

63. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET