3d digital dimensions 2012 - esomar | 3d digital dimensions 2012 (online + social media + mobile)...

3D DigitalDimensions2012amsterdam / 4 - 6 november

(online + social media + mobile) Research

Programme

2 | 3D Digital Dimensions 2012


3D Digital Dimensions 2012

Digital technologies are revolutionising business and shaping a new society. market research plays an essential role in discovering how these new tools are changing the way people interact with each other. translating digital insights into business impact is now the name of the game.

this conference goes beyond any other online research event by exploring 3 thematic dimensions:

• online Research, Panels and Data Collection • social media Research, Communities and social media trends • mobile Research

Join us in amsterdam to dive into the digital world - a 3D experience!

PROGRAMME COMMITTEE

Martin Oxley (Committee Chair) managing Director, BuzzBack market Research europe, UK

Gerd Callewaert Country manager, ipsos, Belgium

Mike Cooke Director of global Panel management, gfK, UK

Philip Garland Vice President methodology, surveymonkey, Usa

Charles Hageman Research Consultant, aiR FRanCe Klm Customer insight, netherlands

VENUE

Novotel Amsterdam Cityeuropaboulevard 101083 aD amsterdamthe netherlandsP: +31 20 7219179F: +31 20 6462823e-mail: [email protected]

WoRKsHoPs | 3

WoRKsHoPs

• techniques for ice breaking & training respondents to think in a particular way• How to identify where and when different creative tech-niques can be used• overview of the latest survey gaming techniques and how to apply them• advice on when it is most appro priate to use gaming techniques• exploring the issues involved in employing gaming techniques in surveys• exploring the impact that gaming techniques can have on the data• Piloting methodology on how to go about designing a survey from scratch and the important things to think about• a look at some of the cross cultural issues involved in crea-tive survey design

Advanced level

Workshop leaderJon Puleston, Vice President, GMI, UK

CREATIVE sURVEy dEsIGN & GAMIfICATIONThe art and science of survey design

an advanced survey design and gamification workshop where you will learn about the art and science of survey design and how to gamify surveys. the workshop will explore the opportunities and challenges of taking a more creative approach to survey design. You will also have an opportunity to put some of the theory to the test by taking part in some survey design games at the end of the workshop where you will work in teams to try and design the best survey questions.

it should be FUn but this work-shop has the deadly serious intent of improving the overall quality of your online research.

You will learn:

• How to motivate respondents to do a survey and answer questions• the art of writing survey ques-tions that capture the imagination of respondents• about the importance of the survey mise-en-scène: thinking about a survey as a piece of creative communication

Sunday 4 NovemberWorkshop 09.00 - 17.00


WoRKsHoPs

Workshop leadersFrancesco D’Orazio, Chief Innovation Officer and Research Director, Face, UKJess Owens, Social Media Research Manager, Face, UK

AdVANCEd sOCIAl INTEllIGENCE7 approaches to social media research

in this workshop we are going to focus on how to extract insight and value from the social web. We will introduce the methodological frameworks for Big Data and specifically social media Research, providing an overview of the key tools, the types of data we can access, how we can access them and the nuances of this methodology.

We will then explore 7 practical research approaches to social data, detailing the techniques and exploring one case study per technique. in 3 out of 7 cases we will also provide the class with an exercise to put the technique into practice.

You will learn about:

• Brand/topic tracking • audience mapping / Brand graph • Real-time segmentation • Content Diffusion • influence mapping • Community augmentation • audience simulation

Intermediate/Advanced level

Sunday 4 NovemberWorkshop 09.00 - 17.00

PRogRamme | 5

PRogRammeSunday 4 November16.00 - 19.00 CONfERENCE REGIsTRATION16.00 - 20.00 ExHIbITION19.00 - 20.00 WElCOME RECEPTION

Monday 5 November 09.00 - 09.05 OPENING Mike Cooke, ESOMAR Vice President

09.05 - 09.20 Introduction to programme and opening keynote

Martin Oxley (Committee Chair)

09.20 - 09.50 OPENING kEyNOTE sPEAkER Media Research in the Eye of the storm Laura Chaibi, Director of Research, EMEA,

Yahoo!, UK

sETTING THE sCENE

09.50 - 10.15 Reality Check in the digital Age the relationship between what we ask and

what people actually do Alice Louw, TNS, South Africa Jan Hofmeyr, TNS, South Africa

10.15 - 10.20 Q&A

10.20 - 10.50 Networking break

fIRsT dIMENsION: ONlINE PANEls ANd dATA COllECTION

10.50 - 11.00 Introduction by session chair Philip Garland, SurveyMonkey, USA

11.00 - 11.25 Rules of Engagement the war against poorly engaged respondents -

guidelines for elimination Steven Gittelman, Mktg. Inc & SampleSolutions,

USA Elaine Trimarchi, Mktg. Inc & SampleSolutions,

USA


PRogRamme11.25 - 11.50 better Answers to basic Questions enhancing the accuracy of online reach and

audience metrics Piet Hein van Dam, Wakoopa, The Netherlands

11.50 - 12.15 Writing Wikipedia an online-offline ethnography about Wikipedians Jörn Schulz, Telekom Innovation Laboratories,

Germany

12.15 - 12.25 Q&A

12.25 - 12.30 sponsors fast track

12.30 - 14.00 lunch sECONd dIMENsION: sOCIAl MEdIA

REsEARCH ANd ONlINE COMMUNITIEs (PART I)

14.00 - 14.10 Introduction by session chair Charles Hageman, AIR FRANCE KLM, The

Netherlands

14.10 - 14.30 socializing Research it is the end of market research, as we know it,

but we feel fine! Michael Rodenburgh, Ipsos Open Thinking

Exchange, Canada

14.30 - 14.50 Porsche Research Rally Can social media research replace traditional

research methods? Martin Einhorn, Porsche, Germany Olaf Hofmann, SKOPOS, Germany

14.50 - 15.10 AOl breaking social Media News Uncovering hidden triggers of user-generated

content engagement Christian Kugel, AOL, USA Joseph Blechman, AOL, USA Curtis Frazier, Probit Research, USA

15.10 - 15.30 discussion


PRogRamme | 7

sECONd dIMENsION: sOCIAl MEdIA

REsEARCH ANd ONlINE COMMUNITIEs (PART I) - THE sEssION CONTINUEs...

16.00 - 16.05 Introduction by session chair Charles Hageman, AIR FRANCE KLM, The

Netherlands

16.05 - 16.25 solid as an MROC How text analytics helps to get solid results out

of research communities Istvan Hajnal, iVOX, Belgium Steven Deketelaere, CONECTA, USA Jo Steyaert, iVOX, Belgium

16.25 - 16.45 digiAsia How social media can uncover different facets

of asian youth Rakesh Kumar, Firefly Millward Brown, Singapore Madhumita Chakraborty, PepsiCo International,

India

16.45 - 17.05 The bbC Olympic flame Understanding social media activity during the

london olympic games Dan Brilot, YouGov, UK Anita Penn, BBC, UK Andy Morris, YouGov, UK Angharad Houlden, YouGov, UK

17.05 - 17.20 discussion

19.00 - 23.00 NETWORkING EVENING

from digital To Human dimensions amsterdam cruise and dinner experience

network with the 3D crowd while experiencing the amsterdam skyline on the historic Dutch paddle wheel boat, Captain Kok. Relax, unwind and enjoy the ambiance and charm of this ship and the beauty of amsterdam by night!

Transportation will be available from 18:15 outside the novotel City Hotel to transport delegates to the networking evening.


PRogRammeTuesday 6 November sECONd dIMENsION: sOCIAl MEdIA

REsEARCH ANd ONlINE COMMUNITIEs (PART II)

09.00 - 09.10 Introduction by session chair Gerd Callewaert, Ipsos, Belgium

09.10 - 09.30 Holland 2.0 assessing a social media strategy for the

promotion of Holland Jos Vink, Blauw Research, The Netherlands Anke ten Velde, Netherlands Board of Tourisim

& Conventions, The Netherlands

09.30 - 09.50 facebook Under the spotlight evaluating the impact of social media alongside tV Robert Ellis, COG Research, UK

09.50 - 10.00 Q&A


10.30 - 10.40 Introduction to guest speaker Mike Cooke, GfK, UK

10.40 - 11.10 GUEsT sPEAkER The World Goes Mobile Javier Alonso, InMobi, France

11.10 - 11.15 Introduction by session chair Mike Cooke, GfK, UK

PRogRamme | 9

11.15 - 12.10 EsOMAR sEssION: sPyWARE, TRACkING ANd MObIlE REsEARCH

Mobile research has ushered in a new range of technology enabled data collection tools. Which ones can consumers trust?

Chaired by: Reg Baker, Consultant to ESOMAR’s

Professional Standards Committee and Senior Consultant, Market Strategies International, USA

Participants: • Andreas Piani, General Manager Europe,

Arbitron Mobile, France mobile tracking, always on but are there limits?

• Guy Rolfe, Global Mobile Knowledge Leader, Kantar Operations, UK looking to the future

• Siamack Salari, Founder, EverydayLives, Belgium ethnography: what is public, what is private and does it matter?

• Mark Michelson, Executive Director, MMRA, USA the new players, who they are and what they do

12.10 - 13.30 lunch

THIRd dIMENsION: MObIlE REsEARCH fAsT TRACk

13.30 - 13.35 Introduction by session chair Mike Cooke, GfK, UK

13.35 - 13.50 Research in the Mobile Mindset exploring the unexplored in the mobile

research space Anouk Willems, InSites Consulting, Belgium Annelies Verhaeghe, InSites Consulting, Belgium

13.50 - 14.05 Research Goes Mobile Findings from initial smartphone application

Research Christian Dubreuil, Research Now, UK Sally Joubert, Luma Research, Australia


14.05 - 14.20 device diversity Understanding the complexity of varied devices

for taking surveys – a case study Charles Pearson, EasyInsites, UK Misha Tsvelik, EasyInsites, UK

14.20 - 14.35 Impact of 3d Objects in Mobile Market Research

innovative app-based mobile research Navin Williams, MobileMeasure, China

14.35 - 14.50 Q&A


15.20 - 15.25 Introduction by session chair Martin Oxley, BuzzBack Market Research

Europe, UK

15.25 - 15.45 future Mobile Research mining reality through the mobile phone Francesco D’ Orazio, Face, UK

15.45 - 16.15 ClOsING kEyNOTE sPEAkER How Gamification Will Transform Research

Gabe Zichermann, Author, Entrepreneur & Gamification Guru, Gamification Co., USA

16.15 - 16.20 Q&A

16.20 - 16.30 PROGRAMME sUMMARy Martin Oxley (Committee Chair)

16.30 - 16.40 ClOsING Pravin Shekar, ESOMAR Council

16.40 - 17.10 fAREWEll dRINks

PRogRamme

eXHiBitoRs | 11

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sPonsoRs anDPaRtneRs

bronze sponsors

gmi empowers insights. Quality-seeking researchers, marketers and brands choose gmi as their trusted global partner for digital data collection. our innovative technology, proven sampling methodologies and operational excellence facilitate a deep understanding of consumer opinions and behavior. From intelligent sampling to award-winning survey engagement to sample management and custom reporting, gmi adds value at every stage of the research process.

gmi delivers access to online research respondents with unparalleled quality, capacity and targeting for every budget. our solutions include gmi interactive, innovative online survey design to engage respondents and provide more insightful data, gmi mainstream, which accesses high-quality, representative respondents in real-time; globaltestmarket and mysurvey online research panels, which have millions of deeply profiled double opt-in panelists across 40 proprietary panels throughout the americas, europe, the middle east, and asia Pacific; and gmi Pinnacle, which creates balanced datasets while eliminating respondent source biases. these, along with a full suite of data collection services including specialty panels, custom panels and communities, mobile surveys, and observed digital behavior and ad tracking, provide the industry’s most complete and highest-quality portfolio for conducting online research.

GMI (Global Market Insite, Inc.)Het Zuiderkruis 135215 MV ‘s-HertogenboschThe NetherlandsPhone: +31 73 615 4370Email: [email protected]: www.gmi-mr.com

We would like to thank our sponsors and those who have provided their services, expertise and support to make this year’s 3D Digital Dimensions conference a success.

sPonsoRs anD PaRtneRs | 13

CoolTool is the first digital marketplace revolutionizing the way of conducting market research. no need for long, bulky and expensive procedures - market research industry has a comprehensive one step web solution giving you all benefits of modern digital technologies:

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for more information, visit www.cooltool.com

Founded in 1999 with global headquarters in Bellevue, Washington, gmi has operations throughout america, europe and asia Pacific and serves some 4,000 customers in more than 70 countries. gmi is part of lightspeed Research, the leading provider of technology-enabled solutions and online respondents for global market research.

for more information, visit www.gmi-mr.com or www.gmi-mrblog.com

CoolTool Inc. Dmitry Gaiduk 1750 Montgomery StreetFL 1San Francisco, CA 94111USAPhone: +1 415 835 9433Website: www.cooltool.com


In co-operation with

Global media partners

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Media partners

for more information, visit www.quirks.com

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Media partners

Event partner

for more information, visit www.terra.com.mx/revistaneo

for more information, visit www.novotel.com/gb/hotel-0515-novotel-amsterdam-city

for more information, visit rwconnect.esomar.org


El marketing de los negocios

El marketing de los negocios


Official knowledge partner

With award-winning online services, publishing and conference divisions, - Warc is the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities.

for more information, visit www.warc.com


ConfirmitWale Omiyale24 Martin LaneLondonEC4R 0DRUnited KingdomP: +44 (0) 207 648 8560Email: [email protected] Website: www.confirmit.com

Confirmit is the leading saas vendor for Customer Feedback, employee Feedback and market Research applications. Confirmit targets global 5000 companies and market Research agencies worldwide with software products for feedback / data collection, panel management, data processing, analysis, and reporting.

CoolTool Inc. Dmitry Gaiduk 1750 Montgomery StreetFL 1San Francisco, CA 94111USAP: +1 415 835 9433Website: www.cooltool.com

Cooltool is the first digital marketplace revolutionizing the way of conducting market research. our mission is to eliminate long, bulky and expensive procedures. our task is to provide market research industry with one step web solution giving you all benefits of modern, digital technologies.

GMI (Global Market Insite, Inc.)Het Zuiderkruis 135215 MV ‘s-HertogenboschThe NetherlandsP: +31 73 615 4370Email: [email protected]: www.gmi-mr.com

gmi empowers insights around the world and adds value at every stage of the research process. With millions of deeply profiled double opt-in panelists across 40 proprietary panels, real-time respondent sourcing and advanced sample balancing capabilities, gmi offers a wide range of respondent access in a single, trusted partner.

For more information visit www.gmi-mr.com.

mQuest a product of CluetecStefan FischerEmmy-Noether Straße 1776131 KarlsruheGermanyP: + 49 (0) 721 83179 285Email: [email protected]: www.mquest.eu

cluetec is the specialist for the mobile market research software. mQuest® offers solutions for online and offline face-to-face surveys, diary studies and mystery research.

services include rental devices, questionnaire programming and automated excel/PowerPoint reports.

Cluetec customers: gfK, ipsos, tns and many more.

eXHiBitoRs

eXHiBitoRs | 19

Nebu bvEric van VelzenAssum 16A1911 ML UitgeestNetherlandsP: +31 251 311 413Email: [email protected]: nebu.com

nebu are a leading global supplier of data collection and panel management software.

Dub interViewer is a mixed mode data collection system for cati capi & wapi research from one central platform.

Dub Knowledge is our extensive panel management system, for all your requirements for panel management.


aBstRaCtsOPENING kEyNOTE sPEAkER

Media Research in the Eye of the stormLaura Chaibi, Director of Research, EMEA, Yahoo!, UK

the digital media research world moves Fast; so fast that as soon as you’ve built up research techniques to measure and research within this space, it’s moved like a disruptive tornado. listen to what it’s like being in the eye of the data storm as a digital media researcher and discover business techniques being used to stay relevant in today’s 3D world.

sETTING THE sCENE

Reality Check in the digital Agethe relationship between what we ask and what people actually doAlice Louw, TNS, South AfricaJan Hofmeyr, TNS, South Africa

the era of the long and drawn out survey is drawing to an end. in the digital age, we can no longer afford to waste time asking irrelevant questions. attention spans are short and new research methodologies such as mobile simply cannot support long question-naires. to succeed in today’s research environment, a clear focus is required. this presentation examines a variety of classical survey measures to establish which measures link to reality and which do not. the time has come to sift through all of the “standard” measures and spring clean: what is worth keeping and what should have been thrown away a long time ago?

aBstRaCts | 29

fIRsT dIMENsION: ONlINE PANEls ANd dATA COllECTION

Rules of Engagementthe war against poorly engaged respondents - guidelines for eliminationSteven Gittelman, Mktg. Inc & SampleSolutions, USAElaine Trimarchi, Mktg. Inc & SampleSolutions, USA

the war for online quality is being fought at respondent engage-ment. so far, the solution appears to be identifying offenders and eliminating them. However, not all satisficers are equal; we need rules of engagement that guide us toward eliminating those respondents who provide us with poorly considered data and have an impact on the deductions and decisions we might make from that data. it is not enough to eliminate the worst offender; some measure of how much damage they cause needs to be included. this presentation addresses the construction of a new metric that includes considerations of satisficing, data shift, and sample size. in a real war there are rules of engagement that dictate under what circumstances commanders can order their troops to fire, here such guidelines are provided for our industry.

better Answers to basic Questionsenhancing the accuracy of online reach and audience metricsPiet Hein van Dam, Wakoopa, The Netherlands

market research is happily embracing the possibilities offered by new technologies, such as online research communities, gamification and mobile surveys. Yet, with the proliferation of the internet, we will also have to do the hard work – getting the metrics right. our clients, publishers and advertisers alike, need better answers to the two basic questions they have: How many people are visiting my site, or seeing my ad? and who are they? Cookie-based techniques are falling short, despite complex and time- consuming techniques like data-fusion. this presentation presents an alternative to serve clients better. Using robust statistics and a single source panel equipped with state of the art behavioural metering, one can obtain more accurate data on online reach and audience.


Writing Wikipediaan online-offline ethnography about WikipediansJörn Schulz, Telekom Innovation Laboratories, Germany

Wikipedia, the biggest (online) encyclopedia the world has ever seen, has an enormous impact on how information and knowledge is being codified, presented, and consumed today. thus, it is essential to observe the social actors behind the project. Questions that need to be asked are: Who are the Wikipedians, the thousands and thousands of volunteers that write and edit and rewrite the millions of Wikipedia articles? What motivates them to undergo this laborious but unprestigious task? Quantitative surveys do not bring answers to these questions. However, ethnography seems to be an appropriate research method for exploring the lifestyles, daily routines, and beliefs of those diligent editors.

sECONd dIMENsION: sOCIAl MEdIA REsEARCH ANd ONlINE COMMUNITIEs (PART I)

socialising Researchit is the end of market research, as we know it, but we feel fine!Michael Rodenburgh, Ipsos Open Thinking Exchange, Canada

in an attempt to leverage social media data within the context of traditional survey research, ipsos otX is changing its approach to conducting research by focusing on socialised Research. socialised Research blends traditional mR techniques with forward-thinking social media and technology solutions to truly revolutionise our industry. today’s social media environment allows researchers to collect massive amounts of individual-level data; a trend that will continue across all digital devices in the field. this singular view of consumer data will change marketing research forever. socialised Research is about blending active, passive and interactive research methodologies. this presentation will outline lessons learned, guidelines and considerations for these new approaches to mR.

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Porsche Research RallyCan social media research replace traditional research methods?Martin Einhorn, Porsche, GermanyOlaf Hofmann, SKOPOS, Germany

the amount of user-generated content (UgC) in social media is rising constantly. more and more consumers exchange their product and brand experiences using social media platforms. For this reason an in-depth analysis of content in social media seems to be an attractive alternative to traditional research methods because data is already available and at first glance it only has to be analyzed. a joint project between Dr. ing. h.c. F. Porsche ag and the market research agency sKoPos examines whether and to what extent social media analysis is able to provide valid insights. in what cases and when does social media analysis replace traditional research and when does it reach its limitations?

AOl breaking social Media NewsUncovering hidden triggers of user generated content engagementChristian Kugel, AOL, USAJoseph Blechman, AOL, USACurtis Frazier, Probit Research, USA

social functionality has transformed the online news category. sharing via social networks and adding comments to articles creates a new dimension to how people experience current events. For example, readers generate six million comments every month on the Huffington Post, making it among the most social content sites on the internet. What has been missing to date is an understanding of how comments enhance or detract from the readers’ experiences. to illuminate this void, this research used a ratings-based conjoint to disentangle 16 various attributes of user comments to create a standard measure for their marginal utility. this structure was then used to create a composite index of major news sites to determine the composition, and ultimately, the user value of each sites’ comment base.


sECONd dIMENsION: sOCIAl MEdIA REsEARCH ANd ONlINE COMMUNITIEs (PART I) - THE sEssION CONTINUEs...

solid as an MROCHow text analytics helps to get solid results out of research communitiesIstvan Hajnal, iVOX, BelgiumSteven Deketelaere, CONECTA, USAJo Steyaert, iVOX, Belgium

according to Forrester, more and more agencies offer market Research online Community (mRoC) services alongside other methods. nonetheless, efficiently coping with the huge amount of text that some mRoCs produce often remains a challenge. this presentation looks at how text analytics can be a helpful tool for a community moderator and for a qualitative researcher in dealing with these problems. more specifically how Cluster analysis, Conceptnet, Wordnet and latent semantic analysis (lsa) can be deployed in the context of Community Research is examined. a case is presented in which these techniques were used to improve efficiency of deploying an mRoC, both in terms of improving monitoring and in terms of supporting qualitative researchers in the reporting phase, leading to more solid results.

digiAsiaHow social media can uncover different facets of asian youthRakesh Kumar, Firefly Millward Brown, SingaporeMadhumita Chakraborty, PepsiCo International, India

For youth marketers like Pepsi, this means that social media could be a potent tool to keep abreast of changing youth values, expressions and aspirations. While marketers realise the growing importance of tapping into youth conversations in channels outside of qualitative FgDs, in most of these countries face-to-face research is still the norm; and social media is seen as largely a channel to communicate - not really listen - to youth. Firefly’s approach of e-mmersions understands the ‘schizophrenic self’ at play. the qualitative social media shadowing process reveals nuances of their double lives and the impact it has at a sub conscious level, thereby enabling deep insighting that could leverage consumer insights to the next level.

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The bbC Olympic flameUnderstanding social media activity during the london olympic gamesDan Brilot, YouGov, UKAnita Penn, BBC, UKAndy Morris, YouGov, UKAngharad Houlden, YouGov, UK

the london olympic games was the major global sporting event of 2012 with four million viewers expected for the opening ceremony. social media now plays a prominent role in tV, and is key for brands, active in social media arenas, to understand how to mobilise the power of social media exposure, utilise it to increase engagement, and affect the legacy of the brand in a positive way. Brands regularly associate themselves with major sporting events around the globe, and these social interactions have the opportunity to affect relationships between the audience and brands to a higher degree than ever before. through the delivery of successful social media activity around an event, brands can create advocacy for their brand long after the event has finished.

sECONd dIMENsION: sOCIAl MEdIA REsEARCH ANd ONlINE COMMUNITIEs (PART II)

Holland 2.0assessing a social media strategy for the promotion of HollandJos Vink, Blauw Research, The NetherlandsAnke ten Velde, Netherlands Board of Tourisim & Conventions, The Netherlands

in the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. equally, we as researchers have been focused on the potential of social media as a new source of information to understand consumer behaviour. this has prompted the development of automated ‘social media analysers’ which can monitor volume, reach and sentiment of what’s being said on Facebook, twitter, etc. in this presentation, Blauw demonstrates that the measurement of these KPis is not only insufficient but can lead to erroneous conclusions. Blauw demonstrates that traditional analysis techniques are essential if meaningful and actionable conclusions are going to come from the analysis of social media content.


facebook Under the spotlightevaluating the impact of social media alongside tVRobert Ellis, COG Research, UK

Facebook has become a highly attractive advertising medium, but effectiveness and how the channel works are still little understood. metrics such as ‘likes’ are available but offer little insight. We believe that social media work differently to conventional ads, but just how do they work, and how well? this research used a new implicit test (iRt) developed by Cog to track effects from two social media campaigns for a major brand, and the effect of each in combination with mainstream tV advertising. the research took place within Facebook pages among users, and provided dramatic evidence of how effective social media campaigns could be, and how different approaches produced different outcomes.

GUEsT sPEAkER

The World Goes MobileJavier Alonso, InMobi, France

as media continues its transition from the physical and analog world to the digital screen, it’s important to understand how this has impacted consumers’ consumption habits. the second wave of the media Consumption study series by inmobi (conducted among 16,000+ respondents across 5 continents) provides a robust view on the changing media consumption and mobile usage behaviors in high growth markets. this session will identify how consumers’ media & shopping behaviors have changed with the increase in smartphones and tablets, including the who, when, what, where and why.

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THIRd dIMENsION: MObIlE REsEARCH fAsT TRACk

Research in the Mobile Mindsetexploring the unexplored in the mobile research spaceAnouk Willems, InSites Consulting, BelgiumAnnelies Verhaeghe, InSites Consulting, Belgium

2012 is the year of mobile, and many great market research attempts at integrating mobile in the toolbox have been made. so far, however, there are a couple of dimensions missing in the discussion. this presentation will describe: 1) the benefits of mobile surveying, beyond the tool; 2) the use of mobile in market Research online Communities; and 3) mobile as a topic of research and a huge business opportunity . this presentation will provide answers to these missing dimensions with the aid of case studies of eBay Classifieds and a retailer.

Research Goes MobileFindings from initial smartphone application researchChristian Dubreuil, Research Now, UKSally Joubert, Luma Research, Australia

mobile research has long been discussed, but now it seems the opportunity and the capability are intersecting. Collaborating with luma Research, this case study looks at the future of mobile, and will explore how smartphone applications impact the approach, conduct, and results of research. the findings indicate that smartphone research is likely to present a relevant and engaging opportunity to the conduct of market research, and has the potential to become one of the main methodologies employed in market research in the short to medium term. Join this presentation as the possibilities that lie ahead of us with mobile research are explored.


device diversityUnderstanding the complexity of varied devices for taking surveys – Case studyCharles Pearson, EasyInsites, UKHoward Tarr, Premier Foods, UKMisha Tsvelik, EasyInsites, UKLindsay Veling, Cint, USAKalle Backlund, Cint, USA

What happens when different devices are used to access and complete online surveys is examined in this presentation. as smart phones and tablets become increasingly popular, respondents are attempting to participate in online surveys with their various devices, yet online surveys are not necessarily entirely compatible across these devices. When surveys do not work on these alternative devices, no doubt respondents are frustrated and either cannot complete these surveys or enter data that is of poor quality. Further, when respondents experience this frustration, they are less likely to participate the next time they are invited.

Impact of 3d Objects in Mobile Market Researchinnovative app-based mobile researchNavin Williams, MobileMeasure, China

mobile technology was harnessed in this study to place the respondent in a real shopping environment to make choices of placing new virtual 3D beverage products in a real life environment in real time. the decisions and choices the users made were recorded on their mobiles and then analysed to map out a brand profile amongst the beverage set available for the new virtual mobile 3D beverage. adding mobile to the research delivery mix not only improves efficiencies, it also helps put the respondent at the centre of the point of consumption/purchase.

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future Mobile Researchmining reality through the mobile phoneFrancesco D’ Orazio, FACE, UK

market Research approaches to mobile focus on production and upload of geo-located content on the go. traditionally mobile market research has mimicked what can be done on the web, with poorer interfaces and engagement. Beyond geo-located content, a key opportunity in mobile is life logging, the passive and active recording of a person’s online and offline daily life in a quantitative way. sensors in the mobile handset can be used to capture communication, proximity, location, and activity data alongside the more established prompted inputs a 360-degree approach becoming known as Reality mining. the result is a depth of data on behaviors, interactions and states that can reveal patterns and insights that would be impossible to spot in an exclusively qualitative approach.

ClOsING kEyNOTE sPEAkER

How Gamification Will Transform ResearchGabe Zichermann, Author, Entrepreneur & Gamification Guru, Gamification Co., USA

gamification doesn’t mean Xbox or angry Birds. it means using game mechanics and features of game design to boost the effectiveness, friendliness and engagement of your research. never has this been more important than in this era of consumer technologies, where the instant gratification of collecting points, tweeting and friending have become a part of daily life. Join author and expert gabe Zichermann for this fast-paced session as he shows how gamification is transforming consumer and employee engagement.


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3D DigitalDimensions 2013Boston / 23 - 25 June


the leading digital research conference returns in 2013 as a summer event…promising to be even bigger and better!

Join us in Boston and connect with the innovators and early adopters to get a sneak peek into the future of online, social media, mobile research and big data.

the call for speakers 2013 officially opens at the end of 3D 2012 (tuesday 6 november) and closes 19 December. submit your speaking proposal online and saVe tHe Date!


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3d digital dimensions 2012 - esomar | 3d digital dimensions 2012 (online + social media + mobile)...

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