Presented by Dörte Töllner, Co-Founder and Managing Director & Lorri Hofer, Director Consumer Research at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

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

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4. Silent prototyping:
going from analog to digital
Workshop proposal 2013

5. WELCOME
(10 mins)
Welcome
Introduction of presenters
and participants, followed
by a short warm-up
exercise.
Team building
If we consider prototyping
as a team process, we
should be mindful about
this process. This
workshop is built around
the team experience.
Prototyping
Prototyping is about
teamwork. By building
prototypes together in a
team, the team members
learn a lot about their
concept, its qualities and
its bugs.
Thinking with your
hands
Prototyping can be called
„thinking with your
hands.“ Prototypes make
ideas tangible. On the
other hand, they are more
than just models showing
an idea and realising it.
DT in a nutshell
To kick off the session, we
will do a brief review of the
design thinking process,
breezing through each
step in 2-3 sentences.
Key steps of DT
We will use posters
visualizing the key steps
and messages of Design
Thinking. Participants will
explain one poster each (or
in small teams) to the
whole group.
Finding business
solutions
When was the last time
you let your haptic
(non-verbal)
communication abilities
lead the way to business
solutions?
Leave the noise behind!
In today’s session we will
temporarily leave the
conference noise behind
and design-think with our
hands!
DESIGN THINKING
IN A NUTSHELL
(15 mins)
Page 1

6. CHOOSE A TOPIC &
BRAINSTORM
(30 mins)
One topic per team
After forming teams, the
participants will choose
one of 6 mobile research
topics (in a fun way,
possibly out of hat). This
will be their topic for the
prototyping exercise.
Mobile Research Topics
Beyond Surveys: The evolution of
mobile research methodologies
The business of mobile MR: key
investment areas, strategies &
business drivers
Recruitment, Panel management &
Data: protection, sourcing,
collection, validation and analysis
Mobile technologies: future
developments & their impact on MR
Leveraging mobile qualitative
research for brand management
and measurement
Consumer engagement in
multi-channel environments
Generate solutions
After teams have a topic to
brainstorm on, they will
problems. Then, the team
chooses a problem to solve
and generate as many
solutions as possible.
No wrong ideas
Remember, during brainstorming, there are no
wrong ideas. The focus
here is on quantity rather
than quality of ideas.
PROTOTYPING 1 BUILD
(15 mins)
No more talking!
After the brainstorm
session, we will move to
the prototyping stage.
From this point on
there will be no more
talking!
Ready, set, prototype!
In total silence, using the
one-off PBI MR tactile
toolbox, teams will create
an analog prototype.
Teams will have 15
minutes to complete the
construction.
Positively surprise
yourself!
Once we get started, teams
should work fast and
intuitively. No thinking
allowed! Consider that you
are working as a team, and
accept that whatever
comes to your mind may
be useful for the group.
Prototyping
The design challenge for
the teams is to
collaboratively construct a
3D Model with the objects
from the toolbox and the
shared workstation.
Page 2

7. PROTOTYPING
WRAP-UP
(15 mins)
Present your work
Now each team will
discuss their prototype for this silence will be
broken. After that, one
person from the team will
present the outcome from
the discussion to the
whole group.
Step 1: What do you see?
Team members share what
they see with each other.
Pay attention to any
potential interpretation
(which we don‘t want yet).
Here, we only share what
objectively. For instance „I
see matches placed in a
triangular position.“
Step 2: What does it
mean?
Now, team members
share within their teams
what they think the model
means to them. For
instance, „The expanding
composition means
mobile technologies are
developing at a rapid
speed.“
Step 3: Title your work!
Team members will create
a title for the piece that
captures the essence of
their prototype, for
instance: „The magic
mobile research tool.”
Now, one person from the
team will present the
outcome to the whole
group.
Team present skits
The teams will have 2
minutes to present their
skits to the group, telling
the story of their future MR
solution. This becomes a
The amazing MR award
After each performance,
the group will do a quick
round of feedback for
each team and select the
winner of the MR award.
PROTOTYPING 2 SKIT
(20 mins)
Choose one aspect
Each team will then
choose one key aspect of
the prototype and ideate a
performing a short
scenario skit.
Creating the skit
To aid participants in
selcting a key aspect and
creating a skit, they will
receive prepared tools
with main characters and
possible soundtracks for
their skit.
outcome to the group in a
different format.
Page 3

8. CONCLUSION
(15 mins)
Share the experience
At the end of the exercise,
all teams will debrief
together: How did you
experience the silent team
work? All teams gather at
the front of the space for
this. Facilitators should
capture key points from
this discussion on a big
Share observations and
feelings
Share observations and
feelings about thinking with
your hands in a team,
about the team‘s process,
about understanding the
other team members
activities and behaviours
and about decision-making
during the team process.
Main take-aways
What were your main
learnings from this
session? What and how
will you be able to apply
this into your daily work
life?
Visit the other teams
Finally, if there is time left,
visit the other groups to
see what they created and
experienced.
Page 4

9. Short Description:
Learning Outcome:
Explore the value and great fun of haptic design thinking and future scenario
storytelling in realizing actionable business solutions (special focus on key MR topics).
1. An introduction or refresher in the power of integrating design thinking methods in
your work to push forward project effectiveness and generate viable research and
business solutions.
2. How to empathize, iterate, design and build solutions closer to the user and
company needs.
valuable innovations.
Concept Description:
Internal Workshop Description
When was the last time you let your haptic (non-verbal) communication abilities lead
the way to business solutions? Let’s temporarily leave the conference noise behind
and design-think with our hands! In this workshop you’ll hone your latent haptic
communication skills and experience how design thinking methods can support
your work. Both the digital and physical worlds are intrinsically haptic. With our body
language along with every touch and swipe of our devices, we take ourselves on
haptic journeys daily.
We aspire to see our research insights translate into simple, real-life solutions so
let’s act as both design researcher and UX designer to design-think new solutions,
inspiring you to work differently. The workshop context will be centered around the
most debated topics in mobile research — so you’ll get a chance to contemplate
and debate your MR areas of interest before heading into the plenary conference
sessions.
Teams of 4 to 6 people – 5 to 7 – teams are given a relevant MR topic to brainstorm on,
(not for public, only for PBI and
Merlien teams):
Page 5

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

11. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

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