By Greg Heist, Vice President, Strategy & Innovation
The semi-annual release of the GRIT report is always a must-read item. This temperature check of the insights space illustrates a collective view of our unfolding future.
When reading GRIT, I tend to look for divergences and gaps. How has time shifted perceptions? Where are the disconnects between client-side and agency-side researchers? What do the results say about what we should pay attention to as we forge this brave new world?
After digesting this issue of GRIT, three things are on the forefront of my mind:
Mobile has both arrived and
become a centerpiece of our industry’s
Of all the things that mobile promises, the mobile survey is arguably the least compelling.
When I first discovered Vine, I was curiously drawn to it. If you haven’t heard, Vine is a video-sharing app launched in January that allows users to upload 6-second videos. But what’s extra special is that it lets you edit clips in realtime with a mere thumb tap. The concept is simple; even though the quality of Vines ranges from brilliant to banal, I think its parent company Twitter has stumbled on to something groundbreaking.
Blogger’s note: This post has been co-authored with Bryan Cremeens, one of the many bright young researchers at Gongos. Bryan brought this subject to my attention some time ago and our resulting conversations have been both fascinating and wide-ranging. What you’ll read below is a nice synthesis of these conversations, focusing on what we see as some of the key implications of the coming generation of smartphone technologies.
With a week’s distance from the “Great Debate” on mobile research – with my colleague Michael Alioto and industry voices Lenny Murphy, Ray Poynter and Reg Baker – it’s clear to me that the two sides represent the forces of tradition and innovation in marketing research. While it’s tempting to root for one side or the other, there’s no devil or angel in this equation.
Ray Poynter posted a response to our recent release regarding the results of a new study on the validity of smartphone research. Our own Michael Alioto responded to Ray’s post.
I think this is an extremely important conversation for us as researchers to be having at this time. Mobile research is an important emerging way of engaging with consumers, and rigorously establishing both its validity and how to best utilize it is something both myself and my colleagues here at Gongos are working on very aggressively.
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Our friend Lenny Murphy posted a comprehensive piece on the GreenBook Blog about why he thinks mobile research applications have switched from hype to hope. In it he cites results from the most recent GRIT trends study. I look forward to insights from the next study!
Mobile MR: Hype or Hope
At The Market Research Event in November, I addressed a crowd about how two disruptive innovations will effect the future of market research.
Join me for a clip of the first ten minutes, or for the full presentation visit http://tinyurl.com/35y225y
Greg Speaks at TMRE 2010.
Recently, Facebook began publishing statistics about its user base. I want to highlight some of their statistics about mobile and talk a bit about what these facts point to about the future of online research communities.The first is this: There are more than 100 million users currently accessing Facebook through their smartphones on a monthly basis.
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