Market Research in the Mobile World

About the conference:
The international conference on  MobileMR 2010: Market Research in the Mobile World: (Official Twitter #mobileMR) was held on the 2 & 3 December 2010 in Berlin. This highly interactive event brought together top researchers and practitioners to discuss new challenges and opportunities of leveraging mobile devices as a new way for collecting data and capturing customer insights.

Conference format:
The conference format consisted of submitted (reviewed) presentations, invited keynotes, two highly interactive brainstorming workshops and groupwork sessions. As with past events, this conference provided excellent opportunities for participants to network with peers. Highlights of the conference included a keynote speech by Siamack Salari.

Siamack Salari, Founder of EverydayLives and a pioneer in video ethnography presented a unique case study on how a mobile ethnography research tool is used successfully by the World's No. 1 brand. He discussed critical issues on security, legal and data aspects of using mobile application for research and also outlining learnings, mistakes and risks to proof test ideas and ensure wide adoption.

Topics that were discussed and debated during the conference include:
• Developing successful strategies to plan, implement and report mobile research studies
• Using smart phones for extracting insights from online research communities
• Using mobile phones to determine what really drives customer satisfaction and behaviour
• Mobilising online qualitative research via smart phones: what are the pros and cons
• Using mobile ethnography for consumer insights: what are the learnings and risks?
• Exploring the application of qualitative & quantitative methods across mobile platforms
• Understanding consumers’ acceptance and incentives for participating in mobile market research

Conference Review:
Going Mobile... by Latitude Insights