Dan foreman main stage - 2013

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Dan Foreman, Lumi Mobile, UK
Festival of NewMR 2013 - Main Stage

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

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

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’

Big picture for 2030

We will be wearing mobile devices
 Over 4 out of 10
expect the eyes to
control the device
Richard Scionti
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
20%
33%
10%
20%
9%
8%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Smart phone
Spectacles
Contact lens
Arm patch on clothes
A brain implant
Liquid-gel

Even less of a ‘phone’ than today

Etiquette and rule shifts
 Transport
 Family
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
Judith Passingham
 School
 Business
Robot Wars or
Robot Laws?
Alistair Hill

Mobile is invisible
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.
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
The internet will be
such an intrinsic part of
every device and
interaction we have,
we’ll stop even
realizing it exists at all.
Issac Rogers

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

Mobile everywhere
Marcus Wikars
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.
Dave Lee
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.
It’s not a question of if
you add mobile to your
research mix, but
when.
Reineke Reitsma
.Researchers seek to
further exploit the high
penetration of mobile
phones
ESOMAR GMR
2012 Report

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
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…
Lenny Murphy
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
David Nelems

Some markets will be mobile only
Aysegul Ataman Scharning
Mobile is just another
channel...unless you
live in Africa - then its
the ONLY channel.
Peter Searll
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.
In a place like Nigeria
if it's not face to face
it'll be straight to
mobile.
Debbie Pruent

But who will lead?
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.
VP, Double Helix
Lenny Murphy
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.
The innovation will
come from America …
China will copy at 20%
of the price
Garry Kasparov

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

nothing like it is today

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

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

Different data sources need a different approach
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.
Alex Johnson
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.
Graeme Sparshott
Market research will become augmented, bite-sized, and auto-
analyzed. 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

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

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

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

Connecting with people will be harder
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
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

Control of your own data
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.
Josephine Hansom

Debriefs are not a single event
Edward Appleton
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.
Andreiko Kerdemeledis
Debriefs can encourage
conservative thinking.
Insights become powerful,
acted upon, through an
ongoing dialogue. Business
challenges constantly
change.

Mobile is the Tool – not the Solution
Steve August
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.
Don’t chase
technology.
Technology is a tool to
uncover
insights. Chase
insights.
Stuart Ryder
.The beauty of
mobile is not about
the device – it’s the
state of being .
Jayne Dow

Typical research project?
1. More inputs; blurred qual quant boundaries; more
Partnerships with tech businesses; .
2. Client data + open behavioral data + proprietary passive &
active behavioural and (short-form) survey data
3. 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

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
.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.”
Steve August
The medium opens so many possibilities but it
seems to be taking a long time for the industry
to embrace these!
Fiona Blade

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

How do we get there?

PANELS

Tech solutions to handle large volumes of qual data

Mobile friendly approximations for long methods

Creative applications of mobile for NEW methods

Front and center
Kim-Fredrik Schneider
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
Mobile is Dead.
Long Live Mobility.
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.
Finn Raben

Some things will remain the same
Lord Leverhulme
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.
Alistair Hill
I know that half of
the money I spend is
wasted. I just don't
know which half.

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

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

Q & A
Sue York Dan Foreman
Lumi Mobile

Dan foreman main stage - 2013

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