Presented by Dan Foreman, Director, Lumi Mobile at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

5. Overview
2020 is predictable, and easy to understand

6. Overview
2020 is predictable, and easy to understand
Mobile Market Research will be
the industry standard

7. Overview
2020 is predictable, and easy to understand
Mobile Market Research will be
the industry standard
Mobile Market Research will be
nothing like it is today

8. Method
 45 qualitative interviews
 Over 3,000 quantitative interviews
 Some desk research
 Whitepaper to be published February 2013

9. Qualitative interviews – thanks to:
Covering every continent
Mixture of agency, Client, consultancy, technology
Helen
Jamie Eric Pravin Birju Jani Judith
Clare Chul Bennie
Burke Grosgogeat Shekar (mrJunction Passingham
(Avon) (Shopper
(9010) (FocusVision) (Krea) ) (TNS)
Insight)
Paul
Andy Reineke Roberts
Isaac Marion Arno Alistair Hill
Peter Searll Lees Reitsma (SPA
Rogers Koudenburg Hummerston (On
(Dashboard) (Lumi (Forrester Future
(2020) (Heineken) (GfK) Device)
Mobile) Research Thinking)
Gemma Mark David Alexande
Sally Joe Edward Halliday Joe
Stephens Newman r Linder
Smallman Staton Appleton (Mannin Webb
on (Oxford (Swaeovs
n (Diageo) (GfK) (Avery g (TNS)
(Active University) ki)
Dennison) Gottlieb)
Group)
John
David Andreiko Graeme Robert Branston
Douglas Ana
Nelems Kerdemelidi Sparshott Kramer (Research
Hunter Alvarez
(Active s (RBS) (McDonald’s (TNS) Partnership
(Google) (PepsiCo) )
Group) )
Aysegul
Maarten Orlando
Simon Fiona Ataman
Ben Leet
Kallenberg Dave Lee Hooper- Scharning
Falconer Blades (Usamp)
(InsightAsia) (PSL) Greenhill (Techneost
(TNS) (Mesh)
(JWT) rategy)
Kim-Fredrik Lord Alex Imran Ray
Schneider Guy Rolfe Nick Adams Anwar David
Leverhulme Johnson (Elmwood) Poynter
(World (Kantar) (Microsof Feick (T-
(Unilever) (Kantar) (Vision
One) t) Mobile)
Critical)

10. Part 1
2020 is predictable, and easy to understand

11. 2020 is predictable, and easy to understand
 Many economic forecasts
 The World is evolving
 People all around the World expect significant
developments in mobile

12. Rank Shift in GDP, by PPP $
Rank 2010 2020
1 United States China
2 China United States
3 Japan India
4 India Japan
5 Germany Russia
6 Russia Germany
7 UK Brazil
8 France UK
9 Brazil France
10 Italy Mexico
11 Mexico South Korea
12 South Korea Indonesia
13 Spain Italy
14 Canada Canada
15 Indonesia Spain
* Euromonitor / GfK

13. Rank Shift in GDP, by PPP $
Rank 2010 2020
1 United States China
2 China United States
3 Japan India
4 India Japan
5 Germany Russia
6 Russia Germany
7 UK Brazil
8 France UK
9 Brazil France
10 Italy Mexico
11 Mexico South Korea
12 South Korea Indonesia
13 Spain Italy
14 Canada Canada
15 Indonesia Spain
* Euromonitor / GfK

14. Example: Are we ready for 1bn more China tourists?
Airports
Hotels
1.4 bn
Language
Milk
$95bn – 2012
Expectations high
390 mn middle class
Now 2020e
* Euromonitor / GfK

15. What we expect in 2020
Survey deployed using GMI / Lightspeed and client sample
Responses from 3000+ people
Over 90% within 1 day
2000+ images uploaded
Covered all major regions
57% found it ‘fun’, less than 1% ‘boring’

16. Big picture

17. Device type
 Nearly 4 out of 10 expect
the eyes to control the
device
 Eyes and clothes account
for nearly 2/3 of peoples
expectations for 2020
% 28
26 24
11
8
3
Smartphone Glasses Contact lens Clothes Bio implant Gel

18. Even less of a ‘phone’ than today

19. Etiquette and rule shifts
There is a colleague of
ours who we refer to as
 Transport "The Man who isn't there"
because he is so
 Family connected to his mobile
 School
 Business
Judith Passingham

20. Part 2
2020 is predictable, and easy to understand
Mobile Market Research will be
the industry standard

21. Mobile Market Research will be the industry standard
 Mobile will be everywhere
 Data will be everywhere
 Some markets will be mobile only
 The shape of the MR industry will change

22. Mobile everywhere
It’s not a question of if The best use of mobile is pretty much
you add mobile to your everything! MR doesn’t consider
research mix, but mobile enough in proposals, because
in general, researchers selling to
when.
clients don’t have good enough
knowledge of its capabilities or
Reineke Reitsma limitations.
Andy Lees
ESOMAR GMR
2012 Report Dave Lee
There are no businesses for whom
mobile is not relevant. If you’re in .
Researchers seek to
business, you need to be in mobile. And further exploit the high
if you’re in market research you need to penetration of mobile
be thinking ahead of your clients. phones

23. Therefore data everywhere
Our connection to the
digital world will literally
Data used to be scarce – now become a sixth sense. We’ll
it is everywhere and more be studying a digital
highly detailed. The footprint of consumers,
challenge is to make sense of rather than relying on
it, numbers, verbatims, rich reported behavior
media (audio, video, images)
social impressions, millions of
data points
Isaac Rogers
David Nelems

24. Some markets will be mobile only
Mobile is just another In a place like Nigeria
channel...unless you if it's not face to face
live in Africa - then its it'll be straight to
the ONLY channel. mobile.
Peter Searll
Debbie Pruent
Emerging markets will be the focus while more
and more market research will be conducted
about Asia. Mobile surveys will be adopted more
easily than any other tool in market research.
Aysegul Ataman Scharning

25. The industry reports will show a different landscape
2012 2020
Mobile Mobile ** Up to
<0.1
Research Research $300bn?
Non Mobile Non Mobile
33.5 33.5
Research Research
* Estimates in $bn
** Based on qualitative discussions with industry leaders

26. Mobile Market Research will be the industry standard

27. Part 3
2020 is predictable, and easy to understand
Mobile Market Research will be
the industry standard
Mobile Market Research will be
nothing like it is today

28. Mobile Market Research will be nothing like it is today
 The impact of mobile is colossal
 Different data needs a different approach
 New research models will evolve
 Debriefs and outputs will be more dynamic
 Many challenges to remain relevant and lead
 Implications for us all

29. Colossal Impact
BULLDOZER…..that’s what will be the effect of
mobile in MR.
A typical MR project will be in the DIY mould where the
power is in the hands of the one who needs answers.
Biz and MR is going to change.
And mobile in MR is NOT just survey apps and the like. We
need to have a blinders-off approach.
Pravin Shekar

30. Different data sources need a different approach
Challenge the existing
measures of the industry. As
lifestyles change in response The way we get an answer to
to technology, the research a question will change. Small
industry needs to ensure they clumps of information coming
are measuring the right from diverse set of sources.
things. A huge thing that researchers
will need to do in the future is
letting go of consistency.
Graeme Sparshott
Alex Johnson

31. Constant data stream = new skills and players
People are increasingly willing to openly
provide detailed self profiling, life-streaming around
consumption habits, moods and emotions and well as desires and
needs.
With such a mass of highly individuated data market research is
going to have to get serious about building systems that can
handle big data. So the only players that can win in the long
game are IT companies that borrow research
know-how to build the algorithms.
Jamie Burke

32. The School of Hard Knocks
Test, and learn. 80% or
indeed 70% today is more
than good enough in many
scenarios rather
than waiting for 100%
tomorrow. CEOs and companies should
LISTEN. ADAPT. EXPERIMENT.
EXPAND.
 REPEAT.
RAPIDLY.
Simon Falconer
Pravin Shekar

33. Debriefs are not a single event
Debriefs can encourage
conservative thinking.
Insights become powerful, Data becomes stale very
acted upon, through an quickly. Innovations that allow
ongoing dialogue. Business real-time analysis to form
challenges constantly actionable insight will emerge.
change. Fast Data will be an
organisations lifeblood. Ignore
the Fast Data and you lose
your edge. That's 2020.
Edward Appleton
Andreiko Kerdemeledis

34. Outputs are smarter, more dynamic
Large traditional trackers will
MR companies will need to turn into marketing projects
adapt their communication that include research,
styles to how people learn companies will be looking for
today – this will mean greater instant insight and advice. This
use of technology, focussing on will feed directly into R&D
the key big learnings, building more direct channels
interactive tools, not just the with their clients.
'presentation workshop‘.
Paul Roberts
Graeme Sparshott

35. Roles are clearer
Humans are inconsistent,
slow and expensive – You need an agency to be concise
technology is not in the collection and insightful in
the delivery – combining data
Ray Poynter collection with consultancy – out
of necessity rather than just trying
to move up the value chain or
There is a divide of make ourselves feel important.
research skills - skilled in Two agencies or one?
data collection and then
figuring out what’s
appropriate and useful,
and when.
Arno Hummerston
Robert Kramer

36. The horse has already bolted
The scary part is that most of this Iron-man like
technology already exists, its just not quite been
put together in the right package (or in the right
size) to make it work…
we just need to see a consolidation around key
services, key providers, and a bringing together of
what already exists, along with an industry that’s
open enough to accept the new.
Joe Webb

37. It won’t be easy. Many challenges ahead

38. Connecting with people will be harder
Marketing becomes easier in 10 years. Fewer
channels to cover, and a more direct connection to the
consumer wherever they are, marketers have an easier
time finding their consumers.
The struggle will be to make a connection with that
consumer. We’ll be better at digesting new information
and more overall content, it’ll be harder to deliver a
marketing message that isn’t directly targeted at the
specific consumer. In a way, the consumer is easier to
find but harder to touch.
Isaac Rogers

39. People are in demand
More and more companies will try to
reach their consumers on their mobile devices
with corresponding, attractive offerings. But
since there are thousands of companies out
there and an individual is a brand fan of usually
more than one brand, I assume that this leads to
an over-challenging phenomenon, as your
mobile has most likely every 20 minutes another
offering for you ... This is increasing complexity.
Alexander Linder

40. Control of your own data
This move towards so called big data will lead to,
under data protection legislation, the user taking a
more proactive role in managing their own data.
Trade your own data for rewards, be provided with
rewards based on the data profiles you upload.
Does this change the nature of panel provision?
Perhaps panel will be virtualised, less constrained by
what companies know of us rather more what we are
doing and talking about.
Paul Roberts

41. Inertia will remain a problem – and the $ model
Attracting the talent to an industry
We are lazy
which struggles to charge clients
creatures
adequately. I don't think the current
model in many agencies is
Ben Leet sustainable unless they can use AI to
do the analysis and outsourcing can
be problematic
Inertia. Reliance on
norms. The hassle of
truly embracing Graeme Sparshott
emerging markets.
Andy Lees

42. Front and centre
In a world of digital proliferation and
diversification, our understanding of the
consumer at the centre of all activity is
fundamental.
The extent to which mobile is
synonymous with the consumer will be a
central component of this
understanding.
Mobile is Dead.
Long Live Mobility.
Judith Passingham
Kim-Fredrik Schneider

43. Typical research project?
1. More inputs; blurred qual quant boundaries; more
partnerships with tech businesses;
2. Client data + open behavioral data + proprietary passive &
active behavioural and (short-form) survey data
3. Will also include:
• Text analytics/NLP/network analysis.....
• Algorithms for more personalised research experience and
incentives, improving participation rates and openness (e.g
.amazon)
• More inputs from 'quantified self' (aka 'living data') sources
• Neuroscience inputs
• Video via mobile and other mobile meta data such as location,
environmental conditions etc.
Simon Falconer

44. Some things will remain the same
I know that half of
the money I spend is
Businesses will still have problems wasted. I just don't
that need fixing. Technology, know which half.
devices will change. But you still
need people to answer questions.
Technology and inference can only Lord Leverhulme
go so far. There is a fundamental
need that will remain.
Alistair Hill

45. In Summary
 $300 bn industry?
 Inevitably the central role
 MMRA and MRMW will be mainstream and set standards
 Are you ready for 2020?

47. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

48. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET