Market Research in the Mobile World 2010

MARKET RESEARCH IN THE MOBILE

WORLD:THE NEXT FRONTIER

2 & 3 December 2010

Holiday-Inn Berlin City West

Berlin, Germany

2

Market Research in the Mobile World 2010

Welcome from Merlien Institute

We would like to welcome you to today’s event. This international conference is

designed to bring top researchers and practitioners together to discuss the latest

challenges and opportunities of using mobile research for capturing customer insights.

Your Merlien contact persons at this conference

Conference Director: Jasper Lim

Operations Coordinator: Liliana Jasinska

Below you will find a few administrative details for your information. Should you

have any queries or problems during the conference, please speak with the contact

persons.

PRESENTATIONS

The presentation slides and papers of this workshop can be viewed or downloaded for

a limited period of time from slideshare: http://www.slideshare.net/merlien

BADGES

Badges have been provided to help you identify fellow participants and the speakers.

Easy identification also helps the conference staff when delivering messages. Please

return your badge to the registration desk at the end of the conference.

QUESTIONS

If you have any questions during the conference, please raise your hand and wait for

the speaker to address you. It would be helpful if you could announce yourself by

name and organisation before asking your question.

EVALUATION FORM

Towards the end of the conference, you will be provided with an Evaluation Form.

We would be grateful if you would take time to complete the form and return it to the

registration desk before you leave the conference.

3

THURSDAY, 2 DECEMBER 2010

MARKET RESEARCH IN THE MOBILE WORLD 2010

Brainstorming workshop: 14:00 Understanding consumers’ acceptance and incentives for participating in mobile market research In this brainstorming workshop, delegates will discuss their thoughts on the consumers’ acceptance and incentives to encourage consumers to participate in mobile market research. Delegates, divided into teams will brainstorm strategies on how to encourage consumer participation in mobile research. At the end of the workshop, team leaders will have the opportunity to present their results to the audience.

Facilitated by: Dörte Töllner - Managing Director Point-Blank International 15:30 Networking Coffee Break 16:00 Concepting school food through mobile research: a case study for the municipality of Copenhagen

• The motivations behind this mobile study: which dynamics influence children’s’ choice of food during school time?

• Discussing the difficulties of interviewing school children through traditional methods

• Utilising mobile methods for documenting their behaviour through images, video and text

• Evaluating the success of this mobile research: what have we learned?

Julie Byskov Gade - Founder & Managing Director StoryField Sponsored Track: 16:45 Analysing mobile market research data with ATLAS.ti

• How to analyse qualitative data from online surveys successfully?

• Analysing mobile research data collected from iphone’s App EthOS

• Discussing quick and easy ways of presenting research findings to clients

Susanne Friese - Lecturer & Consultant Leibniz University of Hanover 17:30 Summary and closing remarks from chair

18:45 Optional Networking Dinner

09:15 Life through the small screen: mobilising online qualitative research via smart phones

• Giving an honest appraisal of current smart phone capabilities and limitations for qualitative research

• Comparing the relative strengths and weaknesses of PC versus smart phone interactions

• Exploring best practices in creating mobile research activities that simultaneously engage and deliver deep insights

Ian Ralph - Divisional Director, Business & Technology GfK Group & Steve August - CEO - Revelation

10:00 Using mobile phones to determine what really drives customer satisfaction and behaviour: emotion!

• Discussing new neuro-scientific findings demonstrating that ‘happiness’ is the primary driver of customer satisfaction

• Providing evidence that emotion-based feedback delivers stronger, revealing and actionable insights

• Discussing a revolutionary customer satisfaction platform that pushes the boundaries of mobile measurement

Paul Roberts - Managing Director, Customers and Employee Experience - BrainJuicer

10:45 Networking Coffee Break

Keynote Presentation: 11:15 How the idea of creating a mobile application for our ethnographers was hijacked by the very clients we wanted to use it with

• Developing a mobile tool to capture events in the field and share with client ‘followers’

• Turning mobile application into an internal business tool for employees to capture and share insights

• Discussing critical issues on security, legal, and data aspects of the mobile application

• Outlining learnings, mistakes and risks to proof test ideas and ensure wide adoption

Siamack Salari - Founder & Partner EverydayLives International

12:00 A smart opportunity or not? Using smartphones in online research communities

• Discussing the use of smartphones in the context of an online research community

• Evaluating similarities and differences in user feedback between responses given via computers versus smartphones

• Evaluating how the different types of notification also impacts user response

Dianne Gardiner - Managing Director Latitude Insights

12:45 Lunch Break

08:00 Registration 09:00 Opening words by Merlien Institute & Chair Mary Evans Kasala - Core Faculty and Lead, Advanced Qualitative Methods, School of Business & Technology Capella University

Gold Sponsor:

4

FRIDAY, 3 DECEMBER 2010

MARKET RESEARCH IN THE MOBILE WORLD 2010

Brainstorming workshop: 13:30 Developing a successful strategy to plan, implement and report mobile research studies With rising smart phone users and increasing consumer acceptance to participate in mobile research, research agencies need to re-evaluate how they can leverage on these new developments.

In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into teams) will have the opportunity to discuss with their peers on developing a successful strategy to plan, implement and report mobile research studies to their clients. At the end of the workshop, team leaders will have the opportunity to present their results to the audience.

Facilitated by: Dr Felicia G. Lassk - Associate Professor of Marketing Northeastern University 15:00 Networking Coffee Break 15:30 Fly on the wall or in their face? Using unobtrusive and high-engagement approaches to sustaining natural flows of mobile qualitative information

• Demonstrating how mobile qualitative research can enable participants to share in-the-moment thoughts

• Discussing how varied approaches to mobile qualitative research can enhance client engagement

• Identifying opportunities for further optimisation Betsy Leichliter - Qualitative Research Advisor Leichliter Associates & Shamsu Bhaidani - CEO FocusForums

16:15 Closing remarks from the chair and organiser

08:45 There’s an app for that! A review of smartphone apps for marketing research

• Reviewing which apps are best for what purposes: what are the pros and cons, and costs and benefits

• Discussing the linkages between mobile insights and actionable and meaningful business propositions

• Outlining a comprehensive taxonomy of the latest smartphone apps and their uses for marketing researchers

Mark Michelson - Qualitative Research Consultant Michelson & Associates & TruQual

09:30 Boomerangers, teens & app-enthusiasts: best practices for deploying mobile app-based research across varied consumer segments

• Designing the research approach: “Pull” versus “Push” research techniques

• Knowing how and when to solicit, engage and maintain respondent participation

• How to analyse unstructured data (e.g. pictures, videos and GPS coordinates) efficiently?

• Discussing results and learnings of mobile research done for large FMCG companies

Bernhard Witt - CEO - 2x4 Market Research Consulting 10:15 Networking Coffee Break 10:45 Evaluating two different mobile research designs: ad-hoc mobile portal research and personal application mobile research

• Discussing the two mobile research modes in line with two case studies

• Evaluating two different digital marketing campaigns based on these empirical data

• Considering critical factors for participation and response rates on mobile research: design, costs for mobile surfing and length of questionnaire

Malte Friedrich-Freksa - Head of Market Research YOC AG 11:30 The future is in their hands: Exploring the application of qualitative & quantitative insight illumination methods across the mobile platform

• Highlighting how the mobile channel is currently being utilised to identify and illuminate market insights in both a B2C and B2B context

• Identifying when a mobile approach works well, and when it struggles

• Exploring the future of mobile research over the next five years, and how this is likely to translate into innovative approaches

Scott Dodgson - Director - Research, Insight, Consulting - SKOPOS

12:15 Lunch Break

08:15 Registration 08:30 Opening words by Merlien Institute & Chair Ilka Kuhagen - Principal - IKM

Silver Sponsor:

Supported by:

5

Thursday 2 December - 09:00

From our chairperson Opening remarks and speaker introductions

Mary Evans Kasala

Core Faculty and Lead, Advanced Qualitative Methods

Capella University, USA

About Mary Evans… Mary Evans is a member of Merlien Institute’s Advisory Board. She serves on the Research Methods Faculty of the Doctoral Program in the Organization and Management of the School of Business and Technology at Capella University. She is also a Scientific Merit Reviewer at Capella and a University Reviewer in the Office of Academic Research at Northcentral University. She teaches research methods and supervises doctoral student dissertation research. Dr. Kasala has a PhD in Management and an MBA from Syracuse University, and a BA in Psychology from the University of Connecticut. Her research interests are in the areas of qualitative methods as they apply to the study of strategy, ethics and finance.

6


Ian Ralph Divisional Director, Business & Technology GfK NOP, UK

Steve August Chief Executive Officer Revelation, USA

Life through the small screen: mobilising online qualitative research via smart phones

• Giving an honest appraisal of current smart phone capabilities and limitations for qualitative research

• Comparing the relative strengths and weaknesses of PC versus smart phone interactions

• Exploring best practices in creating mobile research activities that simultaneously engage and deliver deep insights

Presentation abstract: We are currently witnessing rapid growth of the smart phone market, accounting for approximately 1-in-4 mobile phones shipped in 2009 across North America and Western Europe and half the phones shipped in Japan over the same period. When combined with the growing penetration of high-speed data connections via mobile devices (with global 3g penetration reaching 15% in 2009 and forecasted to triple over the next 3 years), it is clear that the mobile phone has the potential to become as vital a conduit for market research as the PC is now. While there is a great deal of excitement regarding smart phones and qualitative research, there has been very little research conducted to fully understand the best practice and methods of this new research medium. This presentation will draw on research conducted in parallel on both PCs and smart phones to explore the nature of mobile interactions for qualitative research. It will explore the comparative strengths and weaknesses of smart phones and their applications for qualitative research, relative strengths and weaknesses of PC vs. Smart Phone based research, and how qualitative practice and methods can be evolved to take best advantage of smart phone based research. About Ian & Steve… Ian Ralph is a Divisional Director at GfK Business & technology, part of GfK NOP. Ian has worked in the market research industry since graduating from St. Andrews University with an MA in Economics in 1997, joining GfK in 2005. In his current role Ian is also working to develop and evaluate new & better ways of conducting research, utilizing the many new technological advances available to the industry. Steve August is the founder and CEO of Revelation, a software company that is creating the next generation of qualitative research applications. Steve has led workshops on online qualitative research for ESOMAR, the Market Research Association, the American Marketing Association, and the QRCA.

7


Paul Roberts

Managing Director, Customer and Employee Experience BrainJuicer, UK

Using mobile phones to determine what really drives customer satisfaction and behaviour: emotion!

• Discussing new neuro-scientific findings demonstrating that ‘happiness’ is the primary driver of customer satisfaction

• Providing evidence that emotion-based feedback delivers stronger, revealing and actionable insights

• Discussing a revolutionary customer satisfaction platform that pushes the boundaries of mobile measurement

Presentation abstract: Excellent customer service is critical to a thriving business. New findings prove that emotions drive customer satisfaction; customers are most satisfied when they feel happy after a transaction, and vice versa. The goal in managing retail or service-oriented business, then, should be simple: make customers happy. And essential to understanding how best to please customers is measuring how they feel. Our company wanted to help organisations find out what really makes people tick (for better or for worse!) using the mobile platform in a fun and engaging manner, so we developed an emotion-based real-time approach to measuring customer satisfaction. This new approach, SatisTraction™, is a multi-platform methodology that uses our multi-dimensional emotional measure, FaceTrace®. SatisTraction proves to be an exciting and effective tool for mobile research, giving companies feedback on how to make customers happy. Its real-time emotional measurement can be aligned to all points of interaction; in call centres, online interception, and retail environments - all without sacrificing rich verbatims and the measure of emotion that most SMS measures do without. About Paul… As BrainJuicer’s Managing Director of Customer and Employee Experience, Paul led the launch of SatisTraction™, BrainJuicer's revolutionary approach to measuring customer satisfaction. Paul brings nearly 30 years of experience in technology, operations, and sales, and most recently worked in business development, management, and consulting at various start-ups and mid-sized companies. Paul is passionate about truly understanding how customers feel in order to drive growth, give customers what they want, and build better companies.

8


Siamack Salari

Founder & Partner EverydayLives International, UK

Keynote Presentation: How the idea of creating a mobile application for our ethnographers was hijacked by the very clients we wanted to use it with

• Developing a mobile tool to capture events in the field and share with client ‘followers’

• Turning mobile application into an internal business tool for employees to capture and share insights

• Discussing critical issues on security, legal, and data aspects of the mobile application

• Outlining learnings, mistakes and risks to proof test ideas and ensure wide adoption

Presentation abstract: How creating an app for us turned it into an app for them is perhaps, a familiar story. You invent something for a particular application and suddenly find that people are using it for something completely different. It was Twitter.com which inspired me to use a smart device to capture events in the field and share them with client 'followers'. We ran a live test in the field which kind of worked - but not completely. Twitter was not set up to be used by ethnographic field researchers, which is why we decided to create our own ethnographic research application. Our application was created for our field ethnographers to collaborate with analysts back in the office. Yet out of nowhere, we had the world's largest brand wanting it for their own staff to capture and share insights within their business. Some of the new issues we had to grapple with included: Security - here was an organisation that was second only to the Pentagon for attracting hackers. Legal - here was an organisation which had extremely deep pockets attracting many legal challenges. Adoption - our tool was to be used by 9000 employees. How do we get them to use it? Data - expected outputs per year of 50,000 events/insights. How do we even begin to sort through such content? My talk will outline our learnings, our mistakes and calculated risks we took to proof test of our ideas and ensure wide adoption and use within our client's organisation. About Siamack… Siamack is a pioneering video ethnographer first applying his techniques in J Walter Thomson's planning department during mid 1990's. In 2000 he established EverydayLives in London and, with team, has worked for FT 500 companies in over 23 countries. Siamack is also a visiting lecturer at both London Business School and Oxford University SAID business school.

9

Thursday 2 December - 12:00 Dianne Gardiner

Managing Director

Latitude Insights, Australia A smart opportunity or not? Using smartphones in online research communities

• Discussing the use of smartphones in the context of an online research community

• Evaluating similarities and differences in user feedback between responses given via computers versus smartphones

• Evaluating how the different types of notification also impacts user response

Presentation abstract: Latitude Insights conducted an online research community amongst iPhone users to understand consumer behaviour in response to mobile technology. While the insights were predominantly generated from online conversations, the mere presence of over 100 smartphones users provided the opportunity to also explore how smart phones could be used to engage participants.

Renieke Reitsma from Forrester recently wrote “Market researchers need to think out of the box and come up with innovative ways to conduct research through mobile phones”. The driving need to this call for action is engaging people (not respondents) in information exchange when and where it matters to them. By respecting their needs, we manage to stay more relevant as an industry, as well as getting closer to them in day to day life. Our study gives some insight into how best to use the mobile opportunity.

During our project, community members had the choice of participating in the discussions via computer or using their smartphones. Our presentation will compare the similarities and differences in the use of computers and mobile phones in soliciting user feedback in terms of timing, number and detail of response. We also evaluate the impact on user responses using different types of notifications. About Dianne… With over 15 years of experience as a supplier of market research, Dianne formed Latitude Insights in late 2007. Prior to this, she worked with Blue Moon Research, Open Mind, Omnicom Research, and Frank Small and Associates, With extensive experience in both qualitative and quantitative research, Dianne’s passion for research is in understanding why. Dianne has an in-depth knowledge of the FMCG, retail, banking and finance industries, together with substantial experience in social marketing. Today Dianne spends much of her time engaging in true two-way dialogue within Latitude’s online research communities. She has previously presented at conferences in Australia, New Zealand and Singapore.

10


Dörte Töllner

Managing Director Point-Blank International, Germany

Brainstorming workshop: Understanding consumers’ acceptance and incentives for participating in mobile market research In this brainstorming workshop, delegates will discuss their thoughts on the consumers’ acceptance and incentives to encourage consumers to participate in mobile market research. Delegates, divided into teams will brainstorm strategies on how to encourage consumer participation in mobile research. At the end of the workshop, team leaders will have the opportunity to present their results to the audience. About Dörte … Thanks to her unique talent of combining a sound grounding in classical methodology with hands-on, true-to-life analyses, Dörte (Dotti) Töllner has established herself as one of Germany's leading experts for excellent and cutting-edge qualitative research. Drawing on over 15 years of experience across a broad range of market research fields, Dörte always aims to reach beyond the traditional boundaries of analysis and focuses actively on strategy, concept work, facilitation as well as presentation. Even before founding Point-Blank International in Berlin with her business partner, Christian Eberz, she invested her entrepreneurial spirit in the creation of her own company and pursued many projects in moderating, analysis and strategic consulting. Through her continuous involvement with marketeers and consumers she has gained an exceptionally profound understanding of the challenges and opportunities of cross-cultural marketing research and strategy.

11


Julie Byskov Gade

Founder & Managing Director StoryField, Denmark

Concepting school food through mobile research: a case study for the municipality of Copenhagen

• The motivations behind this mobile study: which dynamics influence children’s’ choice of food during school time?

• Discussing the difficulties of interviewing school children through traditional methods

• Utilising mobile methods for documenting their behaviour through images, video and text

• Evaluating the success of this mobile research: what have we learned? Presentation abstract: This case study is about a mobile study with children done for the Municipality of Copenhagen. The Municipality wanted to reform the food in public primary schools of Copenhagen. In the pre-studies they wanted to gain knowledge on how the school children experienced three different test concepts for school food. However, due to the difficulty interviewing young school children, a mobile research method was used instead. Children who participated in the study used their mobile phones to document their behaviours and thoughts with images, video and text. They shared their documentation through an online space for collecting mobile research (Piipl.net). They also commented on each others photos and videos online, thus creating online conversations around food and breaks in school. At the end of the study, selected children participated in a group discussion and created short films about their experiences, based on the mobile documentation. The study gave the Copenhagen Municipality a deep insight into how the children experienced the food concepts. The insights were communicated through rich visual and narrative material. About Julie… Julie is the Founder and Managing Director of StoryField. She has a Master degree from the IT University of Copenhagen where she wrote her Master thesis on qualitative mobile user research. She has previously worked for three years as a User Experience Consultant for LBi Copenhagen, working mostly with user experience and experience architecture for international clients such as IKEA, Phillip Morris and Etihad Airways.

12


Susanne Friese

Lecturer & Consultant Leibniz University of Hanover, Germany

Sponsored track: Analysing mobile market research data with ATLAS.ti

• How to analyse qualitative data from online surveys successfully?

• Analysing mobile research data collected from iphone’s App EthOS

• Discussing quick and easy ways of presenting research findings to clients

Presentation abstract: The aim of the presentation is to show how ATLAS.ti can be used to analyse mobile market research data. I have selected two examples to present to you: the analysis of online survey data and data collected via the mobile device EthOS. I will show you how data can be integrated into software for analysis, how data can be analysed efficiently and how the analysis process and results can be shared easily with team colleagues and clients. About Susanne… By way of a brief history, I started working with computer software for qualitative data analysis in 1992. My initial contact with CAQDAS tools was from 1992 to 1994, as I was employed at QualisResearch in the USA. In following years, I worked with the CAQDAS Project in England (1994 - 1996), where I taught classes on The Ethnograph and Nud*ist. Two additional software programs, MAXQDA and ATLAS.ti, followed shortly thereafter. During my dissertation and in my subsequent position as an Assistant Professor at the Copenhagen Business School in Denmark, I carried out a variety of research projects using both qualitative and quantitative methods. In that context, SPSS computer software was used to analyse quantitative data; ATLAS.ti supported our work with qualitative material. Today, I mainly give courses in ATLAS.ti, and occasionally MAXQDA. I am also a member of Merlien Institute’s European Advisory Board. In addition, I have accompanied numerous projects around the world in a consulting capacity (QuaRC), authored didactic materials and one of the principal contributors to the ATLAS.ti User’s Manual. I teach qualitative and quantitative research methods in the Sociology Department at Leibniz Universität Hannover as part of the Bachelor and Master’s degree program in Social Sciences, and also offer interview training. (http://susanne.friese.phil.uni-hannover.de).

13

Friday 3 December - 08:30

From our chairperson Opening remarks and speaker introductions

Ilka Kuhagen

Principal IKM, Germany

About Ilka… Ilka Kuhagen is an independent researcher and consultant, based in Munich, Germany. After several years in consultancy, Ilka Kuhagen founded IKM in 1994 and is specialized in international qualitative research. She has been conducting qualitative online research for the past 10 years including bulletin boards, online focus groups, online diaries as well as online usability tests.

14


Mark Michelson

Qualitative Research Consultant

Michelson & Associates & TruQual, USA

There’s an app for that! A review of smartphone apps for marketing research

• Reviewing which apps are best for what purposes: what are the pros and cons, and costs and benefits

• Discussing the linkages between mobile insights and actionable, meaningful business propositions

• Outlining a comprehensive taxonomy of the latest smartphone apps and their uses for marketing researchers

Presentation abstract: There are literally thousands of new smart phone apps that aid in marketing research - but which ones are best for specific kinds of research? Join Mark Michelson in an in-depth review of the latest smart phone apps and near field mobile technologies. Mark will provide a comprehensive taxonomy of which smartphone apps are best for online surveys, ethnographic journaling, online qualitative research, mystery shopping and crowd-sourcing. About Mark… In 1984 Mark Michelson founded Michelson & Associates, Inc., a full-service custom marketing research firm based in Atlanta, Georgia. Mark has extensive experience conducting qualitative research around the world designing customer experiences, products and communications for some of the worlds’ most respected brands including Coca-Cola, Walmart Stores, Hewlett-Packard, Microsoft, GSK and Eli Lilly. Mark is the co-founder and 1st President of the Mystery Shopping Providers Association (MSPA) and serves on the Global Board. He is also a former member of the board of QRCA and is an active speaker at universities, trade shows and conferences across the world.

15


Bernhard Witt Chief Executive Officer 2x4 Market Research Consulting, Germany

Boomerangers, teens & app-enthusiasts: best practices for deploying mobile app-based research across varied consumer segments

• Designing the research approach: “Pull” versus “Push” research techniques

• Knowing how and when to solicit, engage and maintain respondent participation

• How to analyse unstructured data (e.g. pictures, videos and GPS coordinates) efficiently?

• Discussing results and learnings of mobile research done for large FMCG companies

Presentation abstract: Mobile research expands the ability of researchers to track choices, thoughts, movements and behaviours in real-time. Accessing and engaging people with mobile devices at the point of experience allows for a collection of deep insights that cannot be captured with any other research approach. Researchers are starting to shift from chopping up massive amounts of aggregate data to now thinking about looking at consumers over time to gauge their experiences with a product or service. While the stock of mobile research has recently risen and though researchers and marketers are recognizing mobile phones as the most personal and intimate conduit for data collection, there has been limited consideration of what sets this mobile approach apart from more traditional research methodologies. This presentation will present client case studies, discuss best practices associated with mobile research design, soliciting and maintaining participation, and dealing with unstructured data such as pictures, videos and GPS coordinates, and draw out the lessons learned from navigating unchartered territory utilizing a new mobile research approach. About Bernhard… Bernhard is the Chief Executive Officer of 2x4 Market Research Consulting AG in Germany. He has over fifteen years of experience in market research and data analysis. After having worked for SPSS in various positions, he founded 2x4 in 2005.

16


Malte Friedrich-Freksa

Head of Market Research

YOC AG, Germany

Evaluating two different mobile research designs: ad-hoc mobile portal research and personal application mobile research

• Discussing the two mobile research modes in line with two case studies

• Evaluating two different digital marketing campaigns based on these empirical data

• Considering critical factors for participation and response rates on mobile research: design, costs for mobile surfing and length of questionnaire

Presentation abstract: In order to evaluate mobile marketing campaigns in a comprehensive perspective, mobile researchers have to enhance their operational area. Two case studies examine the significance of different mobile research modes:

1. Ad-hoc mobile portal research: A mobile internet survey was implemented in a mobile internet portal to measure a) characteristics of the reached campaign target group and b) evaluate the campaign. 13% of portal visitors clicked the survey ad and 70% of them completed the questionnaire (n=2,053). The results indicate excellent campaign evaluation. The target group proved to be mainly male, younger and well-educated.

2. Personal application mobile research: In evaluating an integrated digital marketing campaign of a well-known brand, an exposed control group research design was set up. 5% of all campaign participants clicked the survey ad and 30% of them completed the questionnaire (n=429). Results from the study indicate: (a) campaign participants experience the brand much more positively, (b) campaign participants with higher involvement show increasing brand pattern and (c) increasing campaign evaluation. Further mobile research should integrate application within the data collection process. Differences in mobile research designs may also affect response rates and the costs for mobile surfing. The length of questionnaires is still a critical factor for participation. About Malte… After graduating in 2000, Malte participated in establishing a market research unit for youwant.com, an internet start-up company. After that, he worked as a market researcher for Lycos-Europe.com. In 2003 he founded his own company Idalab, specialised in digital market research and modern data analysis. Since 2003 he is a consultant for YOC, one of Europe’s leading mobile marketing and mobile advertising companies. Malte is specialised in online and mobile reseach with an emphasis on modern data analysis.

17


Scott Dodgson

Director - Research, Insight, Consulting SKOPOS, UK

The future is in their hands: Exploring the application of qualitative & quantitative insight illumination methods across the mobile platform

• Highlighting how the mobile channel is currently being utilised to identify and illuminate market insights in both a B2C and B2B context

• Identifying when a mobile approach works well, and when it struggles

• Exploring the future of mobile research over the next five years, and how this is likely to translate into innovative approaches

Presentation abstract: Scott will provide a snapshot of mobile research in 2010, outlining its current applications (along with the associated advantages and limitations of the platform) across qualitative and quantitative disciplines, and examine its future potential. He firmly believes that the mobile phone is becoming the most powerful, flexible, and essential device consumers own - effectively a handheld mini-computer - which will ultimately revolutionise the way researchers interact with the platform, and, by extension, respondents. Scott will present the catalysts that drive this quiet revolution, explore the interlinkages with mobile research as well as discuss opportunities that are opening up for researchers. Such advances include the ‘hard’ and ‘soft’ technological innovations driven by the introduction of smart phones (and shortly super phones), as well as increased consumer interaction with social media networks, blogging and news websites - influencing consumer behaviour in accessing the mobile internet. Mobile is now widely regarded as the 5th research methodology, and will ultimately extend, enhance and replace existing elements of the researcher’s toolkit. Embracing new, innovative, approaches and technologies such as mobile - is fundamental to furthering our knowledge and the relevancy of market research in 2010 and beyond (across qualitative and quantitative disciplines). If we do not, we lose relevance and credibility - if we don’t adapt, we die. About Scott… Scott is a Director at SKOPOS, a full service agency with particular knowledge and expertise within the digital arena. Scott’s core expertise lies in the retail/e-tail and FMCG worlds, and in helping clients from within these sectors, gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years, Scott has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Orange, O2, DHL, Bank of America, Tesco, McDonald’s, innocent, Royal Mail and many more.

18


Dr Felicia G. Lassk

Associate Professor of Marketing Northeastern University, USA

Brainstorming workshop: Developing a successful strategy to plan, implement and report mobile research studies With rising smart phone users and increasing consumer acceptance to participate in mobile research, research agencies need to re-evaluate how they can leverage on these new developments. In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into teams) will have the opportunity to discuss with their peers on developing a successful strategy to plan, implement and report mobile research studies to their clients. At the end of the workshop, team leaders will have the opportunity to present their results to the audience. About Felicia… Felicia Lassk (Ph.D., University of South Florida) is an Associate Professor at Northeastern University, Boston, MA, where she held the Reisman Research Professorship (2003-2005). As an Account Executive/Project Director at a central Florida research firm, her clients included Walt Disney World, Disneyland Paris, Shands Hospital and Darden Restaurants. Professor Lassk has published in the Journal of the Academy of Marketing Science, Journal of Personal Selling and Sales Management, Industrial Marketing Management, and the Journal of Business Research. Her research interests include emotional intelligence and mobile market research issues. She is an academic member of the Direct Selling Education Foundation.

19


Betsy Leichliter Qualitative Research Advisor Leichliter Associates, USA

Shamsu Bhaidani Chief Executive Officer FocusForums, Canada

Fly on the wall or in their face? Using unobtrusive and high-engagement approaches to sustaining natural flows of mobile qualitative information

• Demonstrating how mobile qualitative research can enable participants to share in-the-moment thoughts

• Discussing how varied approaches to mobile qualitative research can enhance client engagement

• Identifying opportunities for further optimisation Presentation abstract: This presentation is inspired by the challenge to "Develop a natural way to convey information about specific situations using mobile research." This challenge is based on the hypothesis that mobile qualitative methods that feel "natural" are more likely to engage participation, encourage more genuine sharing of in-the-moment experiences and emotions, and contribute to more credible or inspiring insights. We will discuss key learning from new research-on-research that explores a variety of mobile qualitative methods using online platforms for participant information-sharing via phones (iPhone, Blackberry, and others), and computers - including mobile texting, email, mms, voicemail, photos and/or videos. Our presentation and Q&A session will focus on what types of mobile communication flows seem "natural" in specific qualitative contexts that involve emotional or sensory experiences as well as rational thoughts, and how "natural" approaches can affect the value of key learning. Communications flows explored will include habit-based vs. new methods, non-directive versus highly directive approaches, one-way vs. two-way communications, and more. About Betsy & Shamsu… Betsy is a Qualitative Advisor at Leichliter Associates. Her firm provides global clients with custom qualitative and interactive research for new products, services, environments, and experiences. Betsy holds BA and MBA degrees from Stanford, teaches Marketing Research to international students at NYU's School for Continuing and Professional Studies. Shamsu is the Founder and President of Focus Forums, providing qualitative and quantitative online tools for global clientele. Using his more than 12 years of experience in the technology industry, Shamsu has carefully crafted Focus Forums software into a unique & innovative product for online research.

20

Attendee List

FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY

Alexander Shashkin Chief Executive Officer OMI Russia Russia

Andrea Chemaly Research Director KLA South Africa

Benedikt Hanf CTO Aceedo Germany

Bernhard Witt Chief Executive Officer 2x4 Market Research Consulting

Germany

Betsy Leichliter Qualitative Advisor Leichliter Associates USA

Bisser Stoykov Business Development Manager

Shopmetrics Europe USA

Catharina Short Managing Director Pinion Sweden

Christopher Kahler Chief Executive Officer Urbian USA

Cora Kettemann Graduate Student Leibniz University of Hanover

Germany

Daniel Rieber Head of Onsite & Mobile Services

Interrogare Germany

Dianne Gardiner Managing Director Latitude Insights Australia

Didier Van Kesteren IT Manager Research Solution Belgium

Dörte Töllner Managing Director Point-Blank International Germany

Felicia Lassk Associate Professor Northeastern University USA

Hans Theuws Product Manager Noldus Information Technology

Netherlands

Ian Ralph Divisional Director GfK NOP UK

Ilka Kuhagen Principal IKM Germany

Ivaylo Nedev Product Manager Shopmetrics Europe USA

Jochem Reinders Folmer Director Raphaels The Netherlands

Jörg Hecker Managing Director ATLAS.ti Germany

Julie Byskov Gade Founder & Managing Director

StoryField Denmark

Koen van der Wal Senior Research Manager

MetrixLab The Netherlands

Laurent Moreau Managing Director ANT Research Belgium

21

Attendee List

FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY

Malte Friedrich-Freksa

Head of Market Research

YOC AG Germany

Marcus Schatilow CMO IFAK Institut Germany

Mark Michelson Qualitative Research Consultant

Michelson & Associates USA

Mary Evans Kasala Core Faculty Lead, Advanced Qualitative Methods

Capella University USA

Matthias Helferich Managing Partner Cluetec Germany

Nikoline Lohmann Web Facilitator and Journalist

Digital StoryLab Denmark

Paul Roberts Managing Director, Customer and Employee Experience

BrainJuicer UK

Paul Galow Research Executive Digital Media

Point-Blank International Germany

Philippe Drobniak Chief Executive Officer Enov Research France

Reinhard Burian Chief Executive Officer Marketing Data-Mobile-Research.AT

Austria

Scott Dodgson Director - Research, Insight, Consulting

SKOPOS UK

Sebastian Scholz Chief Executive Officer Aceedo Germany

Shamsuddin Bhaidani President FocusForums Canada

Siamack Salari Founder & Partner EverydayLives UK

Steve August Chief Executive Officer Revelation USA

Susanne Friese Lecturer Consultant Leibniz University of Hanover

Germany

Thomas Muhr Chief Executive Officer ATLAS.ti Germany

Vidas Raudonis Lecturer Kaunas University of Technology

Lithuania

Nicole Reinhold Researcher Point-Blank International GmbH

Germany

Sean Conry Vice President Techneos Systems Canada

Stephanie Herault Associate Professor University of Paris Sorbonne

France

Qiong Xu PhD Candidate University of London UK

22

Programme Committee We would like to take this opportunity to thank our Programme Committee for evaluating the paper abstracts and providing valuable feedback to authors.

Nicole Reinhold Point Blank International Germany

Ilka Kuhagen IKM Germany

Mary Evans Kasala Capella University USA

Tom Anderson NGMR Group USA

Frank-Thomas Naether NMRC Germany

Hairong Li Michigan State University USA

Mario Callegaro Google USA

Leonard F Murphy Greenbook USA

23

Upcoming Events

Qualitative Research in Web 2.0 Asia

Exploring critical issues & opportunities of implementing

online qualitative research 22-23 February 2011, Macau (China)

http://www.merlien.org/upcoming-events/qrweba2011.html

Computer-Aided Qualitative Research Asia

Discussing key issues concerning the use of QDA software for accelerating research analysis

24-25 February 2011, Macau (China) http://www.merlien.org/upcoming-events/caqra2011.html

Qualitative Consumer Research & Insights Developing actionable business propositions through

cutting-edge qualitative research

6-8 April 2011, Malta http://www.merlien.org/upcoming-events/qmri2011.html

Qualitative Research for Policy Making Delivering effective qualitative research for policy making in

times of austerity 27-28 May 2011, Belfast

http://www.merlien.org/upcoming-events/qrpm2011.html

Merlien Institute is an independent organisation dedicated to providing timely and critical information to the qualitative research community. Our

mission is to provide researchers and practitioners a unique platform to brainstorm new ideas and learn best practices in a highly interactive conference environment. Merlien Institute, with its 4 staff and 26 Advisory

Board Members now host more than 10 annual meetings in Europe and Asia. Our events have consistently resulted in new collaborations and

projects among delegates.

Get a FREE subscription to Quirk’s Marketing Research

Review magazine – the print and digital magazine for

those that conduct, coordinate, purchase or use

marketing research. Visit http://www.quirks.com

24

Organised by:

© 2010 by Merlien Institute All rights reserved.

Printed in The Netherlands

No part of this publication may be reproduced, transmitted, transcribed, stored in a retrieval system, or translated into any language, in any form

or by any means without written authorisation from Merlien Institute.

This booklet is printed on recycled paper, please recycle.

Gold Sponsor:

Silver Sponsor:

Media Sponsors: