My personal notes from the MRMW 2012 in Amsterdam

Overall
The world is changing, clients are demanding innovation and mobile is key emerging technology.
Use mobile not for being mobile but for being in the moment, in the heat of the moment, moment of truth, real-time, in the emotion, be there where they are, or whatever you would like to call it. Mobile drives NOW, know it now!
By knowing it now, immediate resolution & action can be achieved.

But most of all!!
It always needs to ADD VALUE and Usability is KEY
Put your respondents / users on the FIRST PLACE

You need to define mobile – is a tablet mobile?
Are you mobile when you are only online?
Mobile can also be used for F2F, for example at roadshows saving the data offline or online by WIFI.

We need to distinguish two main functionalities, Apps and Web.
Apps can provide extra functionality; think of all the features from the smartphone like GEO location, GPS targeting, shooting photos and videos, recording audio. Another benefit, Apps can be used offline.
Web, although we often talk about “mobile” internet and “normal” internet, there is no mobile internet just the internet.

What does it mean for our industry?
First of all; it is not only new to us also for our respondent it’s all new!

Show what is possible, the client want to see what could be possible.
Actually you don’t suppose to sell the tool! Sell the outcome and how that can be achieved.
It is all about the results. You can show mobile to show what could be produced.

• Qual becomes quan
• You catch the people in the moment, you can imagine this is most ideal for;
- Mobile Diary, reaction now so you don’t have to remember it at the end of the day (when you maybe even not remember everything and/or not have that feeling you had at the moment itself)
- Shopping, this can be an emotional experience / activity so you would like to capture the feeling at that specific time
• More real answers (because you see for example more in a video / photo)
• People use their mobile for breaking the barriers of time this can have a positive effect on a higher response rate from mobile
• Multi-channel / mode – fill in your survey on the PC and finish it off when sitting in the train
Complete surveys where and whenever you want, it’s always there
• Researchers need to think different
- Get out of the traditional mode, by not only asking questions and questions, things are changing!
- Don’t think “running surveys” do think “capture emotion”
- Keep survey / questions / answer short, don’t take the standard surveys
• Surveys on mobile devices;
- Survey design: Template customizations, minimize all non-essential content (remove logo’s etc.), keep the look simple – minimize distraction
- Questionnaire design: change the way you ask questions

Roadblocks
Overall
• Lack of standards
• Technological challenges
• Complex ecosystem
• Online tracking data
• Privacy

- How do we deal with privacy issues? What about Government rules?
Also think of Metadata in Photos and GEO location
- How do we (researcher) make sure to get what we really want?
Because it becomes self-reported, respondents take over
- We are limiting ourselves by thinking only on small screens
- Researcher need to think differently when designing questionnaires
- How to bring the story (after collecting videos, photos etc.) alive?
- So much data, what to analyze? How do we go from all this data to insights?
- Low familiarity with downloading apps
- Mobile far away from nat rep, panel is nat rep
- Costs for internet Data Traffic for the Respondent, take this with your incentive
- Connectivity is still a problem, therefore more useable in developed countries
- Audio, feedback on the go – not working

At this moment in 2012 there are more than 5 Billion mobile devices, expectation in 2015 – 7.1 Billion Online Devices.
It’s a fact you can’t ignore Mobile!!