When fixed lines decline
We know that many people are simply by-passing the fixed home telephone and going straight to mobile. The impact that the decline in fixed line could have on mobile market research is something we want to explore at the MRC 2010. We´ve introduced a new format called `Head to Head´ for this important debate.

Marek Fuchs, PhD, Professor of Social Science Research Methods at the Technical University of Darmstadt in Germany will be joined by media research specialist Richard Windle, Global Research Director at Ipsos Media.

Join the debate!
The debate between two research heavyweights will offer the opportunity for delegates to really think about what could happen in the emerging mobile research market as the fixed line declines. And you can take part - send us questions at info@mobileresearchconference.com

Richard summarises the Head to Head
Richard says "For the last 30 years telephone interviewing has been a key method of data collection. At one time there were concerns that not everyone had a telephone. Today most households have several handsets. The problem is they are often not landlines. The people who live in 'mobile only' households are a growing segment and they are very different demographically. Surveys that miss mobile households are increasingly at risk of being unrepresentative. Telephone interviewing still has an important role to play and has to adopt new methods to ensure that the data collected is robust.

Content delivered by mobile - video, audio and web - will need to be measured but who will do this? The mobile phone itself will become an important data collection device, perhaps surpassing more traditional methods. Marek and I will be discussing this in more detail at the conference."

If you´d like to send in a question for our Head to Head session, please contact us at info@mobileresearchconference.com

The full program including respected speakers from across the globe includes Google, Kantar, Ipsos & Mobile Marketing Association - click here to have a look.

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