One of the most striking dichotomies of the MRMW11 conference were the two pools of participants: the Researchers and the Technologists. As I listened to their presentations and the way they talked about their efforts in the mobile research space, the old song by War, “Why Can’t We Be Friends?” came to mind.
It’s pretty clear that Researchers and Technologists see mobile research through a different lens, and, at the end of the day both camps have a lot learn from each other, here’s my take:
What Researchers can learn from Technologists:Embrace technology faster.
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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What do you think are the major drivers of change in the market research space right now and how is Gongos Research planning to take advantage of those trends?
Gongos is one of the few MR firms that I know of that has a senior level role, plus the infrastructure to support them, dedicated to innovation.
After the Editor-in-Chief of GreenBook Blog Lenny Murphy visited our team at Gongos, he wanted to get a handle on our thoughts leading into IIR’s Technology Driven Research Event in May. It’s a great interview that touches on mobile research, social media, gaming and more. Here are a few questions Lenny posed:
While collage exercises used in qualitative research generally have consumers assembling cut-out images from say, a magazine, onto poster board before coming to a focus group, there are occasions when creating a collage is part of the focus group itself. I’d like to explore how feasible it would be to apply technology to the in-group collage-building process.
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
“All great ideas and all great thoughts have a ridiculous beginning.”
– Albert Camus
When it comes to disruptive innovation in an organization, people more often than not struggle with the apparent absurdity of radical ideas. Sometimes this even applies to the people who spawn the idea.
According to a recent Bernstein research study, Apple’s iPad has become the most rapidly adopted non-telephone technology ever. One could say the tablet is blazing the trail for a whole new category of technology that creates a very different kind of user experience. On one hand, the publishing industry is hailing the iPad as the heir apparent of newspapers and magazines.
With the arrival of Old Saint Nick this holiday, it is expected that he will leave around 5 million iPads under Christmas trees throughout America. Add that to the already 8 million sold, and you have one in every 25 Americans owning an iPad by New Years Day.
If the past ten years could be defined as the decade of the smartphone, then the next ten could certainly be considered the decade of the tablet.
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