At Forrester, we believe that 2012 is an inflection point for mobile market research. Specifically, 2012 will be considered the “big bang” for a new era in market research — one in which mobile devices will become a critical vehicle to connect, engage, and subsequently understand the consumer. As such, we have recently published two reports that address this very important emerging methodology for Market Insights (MI) Professionals.
The first report, entitled “The Mobile Market Research Landscape 2012,” explains why mobile research will become the heart of market research. Although only a fraction of MI Professionals are currently leveraging mobile, the report reviews the reasons why mobile is here to stay and the advantages of leveraging this approach — such as the ability to capture real-time insights, gain access to hard-to-reach sample, or get more personal with respondents. In addition, given the opportunities to collect different types of data via mobile phones, we provide an overview of the quantitative, qualitative, and behavioral approaches currently available. And, no overview report is complete without a discussion of the current challenges that still face mobile research, such as security and privacy, and our recommendations for what MI professionals need to do to prepare for this shift to this new world.
The second report, entitled “How To Plan For Mobile Online Survey Takers,” addresses a growing issue not often discussed among MI Professionals — the increase of what we call mobile online survey takers. We define this group as:
I am now back from attending this year’s The Market Research Event (TMRE) in beautiful Boca Raton, Florida. As always, TMRE produced a content-packed program that addressed a multitude of different topics, ranging from mobile and technology to shopper insights to ROI and measurement and even data analytics and big data. While I attended my fair share of talks focused on emerging and innovative methodologies, I was really interested in the consultative skill development track. This was a track that focused on discussing what client-side Market Insights (MI) Professionals have learned are the best practices for storytelling and data visualization.
One of the talks that I really enjoyed was by Brett Townsend of PepsiCo, whose talk title was aptly named “Treat Your Clients Like Your Kids — Tell Them A Story.” While this isn’t a new idea for MI Professionals — and he discussed well-known takeaways such as “If we can’t tell a story in 20 minutes, then you don’t have a story to tell” — one comment really struck me: Conflict is the engine that drives the story. Our primary goal as MI Professionals is to understand the conflict that consumers are experiencing in their daily lives and to understand what that means to the company or brand.
To focus on the conflict, Brett broke down the story-building process as if we were in the movie business and we were writers writing a script. For each project you work on, you need to understand the following factors:
· Who is the hero? For our purposes, it will always be the consumer.