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Research on Research – Comparing Mobile and Online Qualitative Responses

Gilles Gauthier, vice president for Product Development at itracks, presented at the 2013 Market Research in the Mobile World North America conference that was held in Minneapolis, USA. His talk centered on comparing the various responses generated from market research conducted through mobile and online methodologies. Gauthier also discussed the effect of mobile technology on consumer engagement. Gauthier' ...

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How to Deal with Missing Data from Modular Surveys?

At the recent 2013 Market Research in the Mobile World North America conference, Edward Paul Johnson, director of analytics at SSI, and Christi Walters, principal owner of Gongos Research gave a talk centered on the intricacies of conducting mobile surveys, including addressing the issue of missing data from a sequence of modular surveys. Examining a study that was designed to test both mobilization and mod ...

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The Importance of Incorporating Multi-Channel Approach to Market Research

During the July 2013 event, Market Research in the Mobile World North America, which was held in Minneapolis, USA, Shawna Thayer, Senior Director of Analytic Partners (former VP of Consumer Insights at SUPERVALU) gave a presentation highlighting the importance of incorporating a multi-channel approach to market research. The benefit of advanced planning to arrive at strategic decision making is also discuss ...

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Trends, Opportunities and Challenges of Mobile Marketing Research

Guy Rolfe, global mobile practice leader at Kantar Mobile, covered certain trends and areas of opportunities in the field of mobile marketing research. He presented during the July 2013 event, Market Research in the Mobile World North America, in Minneapolis, USA. Rolfe traced the long history of mobile research, including the period when internet research was still controversial and its strengths in terms ...

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Distracted Consumers Remember Ads with Slight Variations Says Study

Imagine the endless bombardment of digital advertising and the flood of visual information besetting a consumer who is already burdened by day to day activities. It is difficult to get a person’s full attention, let alone drive him to buy a product. The question that addresses the types of ads which inattentive and distracted consumers remember is the subject of the study authored by Stewart Shapiro (Univer ...

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Conducting Mobile Marketing Research in Emerging Markets

At the 2013 MRMW North America conference in Minneapolis, USA, Sean Conry, vice president for the Business Development Mobile Solutions group at Confirmit, presented Heineken's mobile research initiatives in emerging markets, the likes of Africa and the Middle East. Conry began his talk by describing what he saw as the fundamental principles governing the practice of mobile research. He said that mobile res ...

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Mobile Survey Data – Validation, Quality and Strengths Over Other Modes

A presentation by uSamp's Lisa Wilding-Brown and Robert Clancy during the Market Research in the Mobile World North America event in Minneapolis, USA closely looked into mobile survey data--how it is validated, how its quality is ensured, and when its strengths are best leveraged when there are other modes available. From intrusive phone interviewing to lurking in shopping malls sending a barrage of questio ...

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The Disruption and the Promise of ‘Social’ in Market Research Today

At the Qualitative360 Europe 2013 event in Berlin, Germany, Paul Janowitz, CEO of icanmakeitbetter.com, and Barry Jennings, director of Global Commercial Insights at Dell made a presentation that took a close look at the "social" aspects of market research being used today and the various social tools that can complement traditional methodologies. A case study involving Dell's market research arm was unveil ...

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Selecting The Best Market Research Method And Challenging The Status Quo

MaResCon Consulting director Frank Geers and HJ Heinz CE marketing research manager Ronald Laan presented at the April 2013 event, Qualitative360 Europe 2013, held in Berlin, Germany. Their talk was about choosing the best market research method and being an able researcher who refuses to blindly follow trends. Laan mentioned how research methods evolved from focus groups, individual interviews, and monadic ...

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How to Convert Research Findings Into Actionable Results – A Client Perspective

During his talk at the Qualitative360 Europe 2013 event in Berlin, Germany, Andrey Evtenko, consumer insights specialist at Nestle, explained how clients like Nestle use qualitative results forwarded to them by market research firms to enhance the developing and selling of their products. Aside from the many things Evtenko tackled in his presentation, he proposed that the understanding of how consumers thin ...

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