Research in the mobile mindset (by Annelies Verhaeghe & Anouk Willems), presented at the ESOMAR 3D Conference in Amsterdam (NL) on November 6, 2012

1. 64% 41% 35%
No environment is 100%
mobile-free anymore

2. Welcome in the
mobile research space!
Are you ready to jump?

3. Are you ready for the mobile MRX quiz?
@Annaliezze
#esomar @Anoukw1

4. Exploring
? ? ?
@Annaliezze
#esomar @Anoukw1

5. Mobile = online + offline research
Yes we can!
Less control
No waste
@Annaliezze
#esomar @Anoukw1

6. Should we worry?
Socio demographics Engagement Technological advanced

7. Different information in the heat of the moment
@Annaliezze
#esomar @Anoukw1

8. Exploring
? ?
1/Recruitment
@Annaliezze
#esomar @Anoukw1

9. Mobile marketing
@Annaliezze
#esomar @Anoukw1

10. Impact
Satisfaction Profile
@Annaliezze
#esomar @Anoukw1

11. Exploring
? ?
1/Recruitment 2/ Marketing
@Annaliezze
#esomar @Anoukw1

12. How about mobile & MROCs?
@Annaliezze
#esomar @Anoukw1

13. 15 inch
4,3 x less engagement?
3,5 inch

14. Does mobile make community members
less engaged?
Yes No

15. Does mobile make community members
less engaged?
Yes No

16. Does mobile make community members
less engaged?
“
Using the mobile app really helps
me staying in touch more with
Yes community No
the
“

17. @Annaliezze
#esomar @Anoukw1

18. 15 inch
Mobile leads to less rich data?
Yes No
3,5 inch

19. Members don’t post more, but…
…more contextual & personal stuff
@Annaliezze
#esomar @Anoukw1

20. @Annaliezze
#esomar @Anoukw1

21. More engagement
Richer contributions
@Annaliezze
#esomar @Anoukw1

22. Exploring
?
1/Recruitment 2/ Marketing 3/ Communities
@Annaliezze
#esomar @Anoukw1

23. A new eco system
Mobile marketing
New information
Discovering new territory
@Annaliezze
#esomar @Anoukw1

24. @Annaliezze
#esomar @Anoukw1