Looking to the future: how the mobile will be crucial for researchers

Guy Rolfe

Guy Rolfe, Mobile Knowledge Leader at Kantar Operations, advises the companies in Kantar, the insight and consultancy division of WPP, how to utilize mobile research as well as other emerging technologies. Through his work with companies including Lightspeed Research, TNS, Millward Brown and Added Value, Guy has a unique perspective not only on how mobile is being used at present, but how it will be used in research over the next 12 months and beyond.

Guy believes the mobile is becoming the most powerful device consumers own and as such will revolutionise the way researchers communicate with them. Whilst brands have tended to lead the way in using mobile technology to engage with their customers, researchers will be moving more and more to the mobile as the ideal platform to reach respondents.

Of course technology is changing all the time. For instance, to date mobile researchers have tended to rely on supplying handsets or PDAs to respondents, but in the future Guy will explain how researchers are more likely to be using customised applications on the respondent’s own handset, removing the challenges and limitations of using a new device.

One other area that he will touch on is the mobile’s ability to give researchers access to respondents in the developing world, many of whom own only a mobile phone rather than a landline telephone or a PC.

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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Head of Program Committee:
Michael Bosnjak, Free University of Bozen-Bolzano, Italy
E-mail: michael.bosnjak@mobileresearchconference.com

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