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08.03.2010

Live from the MRC 2010: Our senior speakers agree: The rise of mobile research is unstoppable

London 8th March 2010: With a room of commercial researchers, the Mobile Marketing Association (MMA) and two highly respected academics specialising in the field of survey research, you might not expect there to be much agreement on the topic of mobile research. However despite their different backgrounds, today’s highly-respected speakers agreed on one thing: the rise of mobile research is unstoppable and the market research industry has a lot to gain from the platform. The first day of the two day conference had a real sense of excitement about it – of being on the cusp of a new research methodology that is about to go mainstream.

Paul Berney of the MMA kicked off the day with an upbeat look at the growth of mobile. In particular, the various ways brands and consumers engage with each other and the high conversion rates enjoyed in comparison to traditional marketing methods.

Mick Couper, Research Professor in the Survey Research Center at the Institute for Social Research, University of Michigan has been described as a ‘rock star’ in his field. A self-proclaimed Luddite, Couper revealed how elements of online survey design – from what might be considered minor to the major – impact the way respondents answer questions, and therefore research results. Although his research is primarily carried out in the area of online surveys, he believes this has a massive impact for surveys carried out by mobile phone. As a survey expert, he wondered if respondents should be given devices to run surveys so they can be presented in a consistent manner – otherwise each experience is different, and this impacts the results.

Dr Liz Nelson, Executive Chairperson of Fly Research and a vocal advocate of mobile research for many years, took her opportunity to respond by listing some of the advantages of using the mobile platform for research. Along with Scott Dodgson of SKOPOS market insight, they outlined ‘in the moment’ research, ethnography and high response rates as some of those benefits.

Mario Callegaro, Survey Methodologist at Google USA told the audience that researchers can no longer control where people are doing online surveys. If they choose to launch their web browser from the mobile device, it is not feasible to send people to go back to their PCs. As a result, researchers need to know what platforms are being used for survey completion and adapt to them.

Marek Fuchs, an associate professor for research methods at the Technical University of Darmstadt, believes the mobile web is at the intersection of two dominant, emerging trends – the decline of the landline phone and the growth of mobile web. Whilst he agreed with Liz and Mario that respondents should be given a choice of how and where they choose to complete a survey, as a specialist in survey design and its impact on responses and respondents, he would prefer all research to be carried out in a controlled environment, with no outside stimulus. The commercial researchers in the room understood the sentiment, but as Liz said, we have to be realistic.

So the conclusion of day one of the MRC? From respondents completing surveys designed for the PC on their mobile device, or brands using it for ‘in the moment’ research when shopping, during a live event or to reach a niche audience of 15 year olds, the 120 delegates from across the research industry and the globe agree on one thing – mobile research is going to continue to grow in popularity. Respondents are taking surveys on mobile devices whether you know it or not. The challenge for researchers is to offer consistent experience across devices.

Missing the MRC
If you aren’t able to attend the conference, you can still keep up to date with the discussion on our live Twitter: www.mobileresearchconference.com/

About Globalpark

Globalpark provides panel community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach. For further information on Globalpark, please visit www.globalpark.com.

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02.03.2010

Coca-Cola uses mobile research to capture real time brand touch points

London 2nd March 2010: Delegates at Globalpark’s forthcoming Mobile Research Conference in London will be among the first to hear findings from a groundbreaking research project that could be the answer to problems that have previously challenged market researchers. Heval Ceylan, Experience Director at MESH Planning, will take to the stage with Linda Neville, Portfolio Planner at Coca-Cola, to share findings from a mobile research project they worked on last year. Using a three-stage approach they set out to elicit responses in real-time.

The project used the mobile as one research platform to help Coca-Cola understand the various touch points respondents – who had been recruited through an online panel – had with a short list of specific brands. The first stage of research involved an online questionnaire to understand people’s relationships to the brands. Then using their mobile phones for the second stage of the project, respondents were asked to text whenever they came into contact with one of these brands over a period of a week and reply to a text containing a code frame using four simple characters. These texts provided information including where they saw the brand, how they felt about the touch point and how likely that made them to choose the brand next time.

The mobile approach met a number of the key objectives: it provided research findings in real time, allowing Coca-Cola quickly to make changes in their ongoing “topical” campaign in newspapers as the results were analysed; it was deemed the perfect platform for reaching the target market of 25-49 year old ABC1 respondents

and it was able to capture experiences with the brands being measured as they happened, including photos.

Conference delegates will gain other useful insights from the project: how MESH Planning was able to integrate the results of mobile research with those from the online platform; how online diaries were used by the respondents to see what they had submitted; how the MESH research team were able to instruct respondents in the methodology throughout the project.

Join our LinkedIn group and stay up to date with the Conference:
www.linkedin.com/groups?about=&gid=1812069&trk=anet_ug_grppro>

For further information please contact:
Lucy Green: T + 44 (0) 7817 698366 lgreen@greenfieldscommunications.com
Julia Schwarck T: +49 2233 7933 735 julia.schwarck@globalpark.com
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23.02.2010

Nokia seeks to understand ‘Brand love’ through mobile research

23rd February 2010: For centuries poets and songwriters have been trying to discover what makes us fall in love. With an even taller order, Sabine Stork, Senior Partner at Thinktank International Research, has been trying to get to the heart of what generates positive emotion towards brands. At Globalpark’s forthcoming Mobile Research Conference in London on March 8th and 9th Sabine will reveal how research using mobile telephones unlocked the key to consumers’ hearts.

Thinktank recommended to their client, Nokia, a mix of traditional face-to-face research with the more innovative approach of mobile research. Mobile was deemed suitable because it allows respondents to capture interactions with brands and emotions as they happen. Each respondent was given a mobile phone and asked to take pictures and videos of themselves in their daily lives when they came across a brand they either loved or hated.


Respondents were then able to use a ‘moblog’ to upload videos and pictures to the site. Thinktank analysed the resulting consumer output and invited the group back to discuss the findings and probe the idea of ‘brand love’. Thinktank took a ‘hands off’ approach on the mobile research in order to encourage spontaneous results that would help them to understand what it is in a brand that sparks a strong emotional response and attracts consumers.

In her presentation Sabine will not only explain the mobile research methodology and the results generated in this case study, but will share some of the videos uploaded by respondents so delegates can see for themselves what the mobile research approach is able to deliver.

Keep in touch with Globalpark’s MRC: www.mobileresearchconference.com

About Globalpark

Globalpark provides panel community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach. For further information on Globalpark, please visit www.globalpark.com.

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17.02.2010

Globalpark to premiere new mobile panel solution at upcoming Mobile Research Conference

February 17, 2010: Globalpark, www.globalpark.com, a leading provider of panel, community and survey software, will introduce the first version of a new mobile panel solution at its annual Mobile Research Conference in London, March 8th.

Globalpark’s CEO Lorenz Gräf says: “What better venue to introduce our mobile panel solution than to an audience of mobile research experts from around the world? We look forward to sharing our vision of advanced and flexible mobile feedback solutions, and providing the technology platform to help organizations engage with mobile audiences.”

The mobile panel solution is built on Globalpark’s Enterprise Feedback Suite (EFS), further extending the integrated platform for panel, community and survey management.


Now companies can give research participants and brand advocates access to their panel community account, incentives and questionnaires from their mobile phones. The strategy is to make providing feedback as easy as possible for participants, taking advantage of individual downtime while also capturing opinions closest to “the moment of truth”. Though most commonly integrated with an online panel community (accessed from desktops) it is also possible to run “pure” mobile panels – much to the delight of mobile phone providers/manufacturers and the travel and leisure industry.

This launch of a mobile panel solution further demonstrates Globalpark’s commitment to pioneering research. Join mobile experts and research industry gurus – including Coca-Cola, Google, Ipsos and Kantar – at the second annual Mobile Research Conference, March 8-9 in London.

For further information on Globalpark, please visit www.globalpark.com.
Contact Kelly Anson, VP, Marketing kelly.anson@globalpark.com
Tel +1 888 299 9422 x110

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21.01.2010

Dr. Liz Nelson - “It’s time to rethink how we fuse results from different research methodologies”

Research veteran will argue demographics are outdated for integrating research results at Globalpark’s Mobile Research Conference in March

London 21st January 2010: Dr. Liz Nelson is set to kick off a lively debate at this year’s Mobile Research Conference when she argues that the research industry needs to take a new approach to fusing mobile research findings with results from other methodologies.

Integrating results from multiple methodologies is not new, but for an emerging technique like mobile research it is essential that results be integrated with findings from other methodologies in order to broaden the application of the approach. Liz Nelson will argue that researchers should go beyond simply matching results from the same respondents across multiple platforms and instead identify and integrate responses from similar respondents.

She believes the way to do this can often only be on the basis of values. It is values, which are constant and unchangeable, that should form the dividing lines for such exercises rather than demographics. Liz will argue researchers must connect with respondents and understand their deeply held attitudes and beliefs to do this rather than relying on demographics, a practice which she believes is now both outdated and lacking in sophistication. This radical view of how we segment respondents and fuse data is set to cause a stir in the research industry and has far reaching implications for researchers worldwide.

Liz will be joined by leading academics and researchers include Scott Dodgson from Skopos, Maria Callegaro form Google and Marek Fuchs from the University of Kassel to debate how to integrate mobile research findings with other methodologies. The debate is expected to be highly contentious as research practitioners and academic figures come together to debate the implications for the mobile research platform and research in general.

To join the debate and have your say about this controversial topic, register for the Mobile Research Conference at www.mobileresearchconference.com/index.php/registration

Keep in touch with MRC www.mobileresearchconference.com/
Join our LinkedIn group and stay up to date with the Conference:
www.linkedin.com/groups?about=&gid=1812069&trk=anet_ug_grppro

You can see the full speaker line-up here: www.mobileresearchconference.com/index.php/page/the-schedule

For further information please contact:
Charlotte Herbert T: +44 (0) 7870 204242 cherbert@greenfieldscommunications.com
Geraldine Gitel T: +44 (0) 7917 885380 ggitel@greenfieldscommunications.com
Julia Schwarck T: +49 2233 7933 735 julia.schwarck@globalpark.com

About Globalpark

Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behaviour of customers, employees and partners, they gain insights that drive better business decisions.
For further information on Globalpark, please visit www.globalpark.com

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01.12.2009

Google, Kantar, Ipsos & Mobile Marketing Association confirmed for Mobile Research Conference 2010

London, New York, 1st December 2009: The organizing committee of the Mobile Research Conference is delighted to announce the final line-up of prestigious keynote speakers for next year’s event on 8-9th March in London. Hosted by Globalpark, a leading provider of panel, community and survey software, the conference is the must-attend event for anyone interested in understanding this emerging research platform.

The unique combination of end-client, agency and academic speakers will present, discuss and debate the key issues in mobile research. Leading figures from the market research industry include Dr Liz Nelson of Fly Research, Guy Rolfe of Kantar and Richard Windle of Ipsos MediaCT Worldwide. Case studies showcasing how mobile research can be used will be presented by Fiona Blades of Mesh Planning and Sabine Stork of Think Tank. The Programme Committee is delighted to announce that Mario Callegaro Ph. D., Survey Research Scientist at Google will share his thoughts on mobile research and participate in one of two panel debates at the event.

The Mobile Research Conference is pleased to have the support of the Mobile Marketing Association (MMA), with Paul Berney, Managing Director for Europe kicking off the event with key data and insight on the growth of the mobile channel.

The programme provides the opportunity to hear the research and opinions of respected academics including Professor Mick Couper of the University of Michigan, Professor Nicola Döring of Ilmenau University of Technology and Marek Fuchs Associate Professor at the University of Kassel, Germany.

Dr Liz Nelson, founder of Taylor Nelson and pioneer of mobile research spoke at the conference in 2009 and is excited about participating again next year. “What delights me most about the event is the chance to hear both commercial and academic perspectives on this emerging technique and to discuss the opportunities and challenges it presents with the best brains in the industry. I jumped at the chance to participate in 2010.”

“The proliferation of mobile devices - more than half of the world’s population now own a mobile phone - has meant that the mobile channel has become an extremely effective and direct way for companies worldwide to reach and engage with consumers,” said Paul Berney, MMA Managing Director for Europe. “The personal, targeted and always on, always available nature of the mobile handset makes it an ideal means of conducting research, particularly for those in the mobile marketing space as they seek to tailor campaigns to the individual.”

By identifying and empowering influential advocates, they build reputation and extend reach. Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS and Warner Music. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria. For more information, visit www.globalpark.com

You can see the full speaker line-up here:
http://www.mobileresearchconference.com/index.php/page/the-schedule

Delegates registering by 15th January 2010 will save 25% on the standard delegate fee. http://www.mobileresearchconference.com/index.php/registration

We’ve added some sponsorship packages – you can see more here: http://www.mobileresearchconference.com/index.php/page/promotion

For further information please contact:
Charlotte Herbert T: +44 (0) 7870 204242 cherbert@greenfieldscommunications.com
Geraldine Gitel T: +44 (0) 7917 885380 ggitel@greenfieldscommunications.com
Julia Schwarck T: +49 2233 7933 735 julia.schwarck@globalpark.com

About Globalpark

Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behaviour of customers, employees and partners, they gain insights that drive better business decisions.
For further information on Globalpark, please visit www.globalpark.com.

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01.10.2009

Mobile Research Conference 2010 Line up

Prestigious speakers from academia and commerce come together to join the debate – and there’s still time to take part!

Following the success of the 2009 event, the organizing committee of the Mobile Research Conference (www.mobileresearchconference.com) announces its line-up of prestigious keynote speakers at next year’s event on 8-9th March in London. Hosted by Globalpark, a leading provider of panel, community and survey software, the conference is the must-attend event for anyone interested in understanding this emerging research platform.

Long heralded as the ‘next big thing’ in market research, the mobile platform presents interesting opportunities and challenges to market researchers. The conference will present, discuss and debate the key issues in mobile research both throughout the programme and in informal networking sessions. What makes MRC 2010 unique is the combination of end-client, agency and academic experts sharing their experiences and knowledge. Confirmed speakers include:

•    Paul Berney of the Mobile Marketing Association (MMA)
•    Professor Mick Couper of the University of Michigan
•    Professor Nicola Döring of Ilmenau University of Technology
•    Dr Liz Nelson of Fly Research
•    Guy Rolfe of Kantar
•    Richard Windle of Ipsos MediaCT Worldwide

The agenda for Mobile Research Conference 2010 has been devised by a cross-discipline Programme Committee and incorporates the feedback and suggestions of delegates from last year’s inaugural event. The format will include keynote presentations, case studies and two panel debates. If you have a story to share, please apply through the Call for Papers online.

Delegates registering by 15th January 2010 will save 25% on the standard delegate fee.


More details on confirmed speaking sessions:
Paul Berney, Managing Director Europe of the Mobile Marketing Association (MMA) who will discuss ‘Has mobile reached its tipping point?- data and insight on the growth of the mobile channel’. The MMA is the global trade body of the industry and has a unique perspective on the growth of the channel. Through reference to data and insight from over 700 member companies from every part of the mobile marketing eco-system, Paul Berney will outline what is driving the growth of the channel, where it’s happening and what makes it relevant to consumers.

Academic keynotes include: Mick Couper Ph.D, Research Professor at the University of Michigan who will present a paper entitled ‘Visual design in online surveys: lessons for the mobile world.’ A hugely influential figure in the study of survey responses, data collection and processes, Professor Couper is currently carrying out research into the design of web surveys. He is extensively published with countless papers and books to his name as well as numerous presentations.

Nicola Döring Ph.D, Professor of Media Design & Psychology at Ilmenau University
of Technology in Germany will focus on the psychological aspects of carrying out interviews by mobile phone. We are delighted to have such a respected and prominent speaker as Professor Döring, who is highly respected in her field. She is particularly interested in online and mobile communication, and new media, research and evaluation methods.

We’re also delighted that Dr Liz Nelson of Fly Research, who has been at the forefront of the UK mobile research industry, has agreed to take part in the Conference for a second time, this time participating in one of two panel sessions at the event.
Panel debates will address ‘How do we get the market research industry to take the mobile platform more seriously?’ and ‘Integrating mobile research findings with other research methodologies’.

Guy Rolfe, Mobile Knowledge Leader at Kantar, the insight and consultancy division of WPP, will focus on where mobile research is heading in the next few years and what we can expect the landscape to look like.  Rolfe has overseen the development of Kantar systems to enable mobile research and continues to spearhead the exploration of emerging technologies and techniques.

In a ‘Head to Head’ slot, Richard Windle Global Research Director at Ipsos MediaCT Worldwide, will debate what the decline of the fixed line telephone will mean to market and mobile research with Marek Fuchs, Associate Professor at the University of Kassel, Germany. Richard Windle has more than 25 years’ market research experience, specialising in media and particularly in media measurement. Marek is one of the world’s leading academics in the field of social research. He has conducted extensive research into methodological aspects of web surveys and the use of mobile phones in survey research.

About Globalpark
Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behaviour of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach. Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS and Warner Music. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria. For more information, visit www.globalpark.com

 

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