1. MOBILE LIFE:
THE NEW MR PARADIGM

2. SETTING THE CONTEXT: MR AT AN INFLECTION
POINT

3. DON’T TAKE MY WORD ON IT
Almost 60% of Client Research VPs expect major transformation by 2020*
70% of whom expect this to be evident by 2015
*38% among total respondents (N=160)
Source: Cambiar Future of Research Study, 2011

4. AN INDUSTRY IN THE MIDST OF TRANSFORMATION
Research Buyers are
Major structural and more optimistic (75%)
systemic changes being than Suppliers (60%)
faced by those in the about the changes
marketing research happening, although
industry, and virtually clearly overall both view
everyone involved the changes as more
acknowledges it. promising than
threatening.
Gaps between Suppliers
and Buyers, tenure in Social media, mobile,
the industry, age of MROCs and text
respondents and analytics are the newer
geographic location techniques most likely
exist when it comes to to be used in the
emerging technology foreseeable future.
adoption.

5. THE FUTURE IS GLOBAL
Millions
431 720 336 600 366 284 512 709 666 1008
100% 4% 3% 5%
11% 12%
90% 19%
32% 35%
80%
47%
70% 53% 55%
65% 57%
60% 53% 53% 38%
22% 19%
50%
40%
30%
53%
20% 43% 42% 43% 46% 46%
35% 38% 36% 35%
10%
0%
2003 2004 2005 2006 2007 2008 2009 S2010 F2010 2011
Only in US Both Inside and Outside US Only Outside US

6. MROCS, TEXT ANALYTICS & MOBILE OH MY!

7. WHAT EMERGING TECHNIQUES ARE BEING USED TODAY?
Online Communities 44%
33%
Social Media Analytics 38%
26%
Data Mining 35%
31%
Text Analytics 26%
21%
16%
Mobile Surveys 22%
Eye Tracking 15%
10%
14%
Webcam-Based Interviews 16%
Visualization Analytics 11%
9%
Prediction Markets 11%
9%
"Apps" based research 11%
11%
8%
Crowdsourcing
7%
NeuroMarketing 7%
5%
Mobile Qualitative 7%
11%
6%
Virtual Environments 7%
Research buyer or client
Mobile Ethnography 6%
10%
Research provider or supplier
Biometric Response 5%
4%
Serious Games 0
3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Note: Among research buyers (n=209) and research suppliers (n=799).

8. WHAT EMERGING RESEARCH TECHNIQUES WILL BE USED IN
2012?
Social Media Analytics 52%
39%
Online Communities 52%
46%
Data Mining 41%
31%
37%
Mobile Surveys 41%
Text Analytics 34%
31%
22%
"Apps" based research 23%
22%
Webcam-Based Interviews 26%
22%
Mobile Qualitative 28%
20%
Mobile Ethnography 24%
Prediction Markets 18%
14%
Eye Tracking 16%
13%
Visualization Analytics 13%
14%
12%
Crowdsourcing 13%
10%
NeuroMarketing 9% Research buyer or client
8%
Virtual Environments 12%
Research provider or supplier
6%
Biometric Response 6%
1%
Serious Games 6%
0% 10% 20% 30% 40% 50% 60%
Note: Among research buyers (n=209) and research suppliers (n=799).

9. MOBILE: THE DEFINITION OF UBIQUITY

10. ONLINE RESEARCH: THE CURRENT MR PARADIGM

11. MOBILE WILL DEFINE THE FUTURE

12. SMARTPHONES APPROACHING 50% PENETRATION
Source: egg strategy

13. MOBILE IS GLOBAL DATA

14. A LOCAL PERSPECTIVE

15. DEFINING THE MOBILE MR FUTURE
“Strategic differentiation
does not occur by
delivering data, it occurs
by redesigning thinking”

16. THE MOST PERSONAL & FLEXIBLE TECH EVER
8 Megapixel 1080p HD GPS Locator GSM/CDMA Global Antenna
Camera Video Camera
MicroSD 16GB
Removable Storage
Pocketwatch
Near Field Communication
(NFC) Chip for Payments
Dictaphone
Gyroscope Motion
Sensor
3.5mm Headphone Jack Telephone Maps and Turn-by-turn Navigation
Source: egg strategy

17. STANDARD FEATURES = NEW OPPORTUNITIES
• Panel Building: Consumers opt-in by downloading
the app or registering via simplified web interface
• QR Codes/Short Codes: Launch mobile surveys
and recruit new panelists anytime and from
anywhere
• Geo-location: Trigger survey invitations/ reminders
automatically based on the respondent’s location
• Speech to Text: Quickly and easily capture
qualitative, experiential feedback in real-time
• Custom Research Apps: All research functionality
incorporated into one solution; great for long-term
panels and diary research
• SMS: Still the universal feature across all devices
for recruitment or short feedback
engagement, especially in emerging markets
• Cameras: Cameras and video are standard on
almost all devices allowing respondents to share
their lives in the moment
• UI: Shorter, more targeted, intuitive and engaging
interactions that build value over time vs. one-off
projects
• Meta Data: App usage, web browsing, POS, geo-
location, social networking: all are possible to
access
Source: Kinesis Survey Technologies

18. RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES
SMARTPHONE AS SMARTPHONE
PARTICIPATIPATORY AS
SURVEY DEVICE ETHNO TOOL
ADJUNCT TO
SMARTPHONE ONLINE QUAL
AS MOBILE SYSTEMS
QUANT DEVICE
Source: egg strategy

19. THE MOBILE MR ECOSYSTEM TODAY
MOBILE SURVEY MOBILE MROCS MOBILE INTEGRATED MOBILE QUAL NON-MR
PLATFORMS •VISION CRITICAL ETHNOGRAPHY PANEL/SURVEY •20/20 PLATFORMS
•KINESIS •PASSENGER •EGG STRATEGY •CINT •QUALVU •WAYIN
•TECHNEOS •GONGOS OVER THE •USAMP •FOCUS FORUMS •OPINIONAIDED
•SURVEY SHOULDER •RESEARCH NOW •QRIOUSLY
•MOBILE •ITRACKS
ANALYTICS MEASURE •ETHOS APP •SSI •POLLBOB
•FOCUSVISION
•MARKET TOOLS •RAMIUS •REVELATION •TOLUNA •IKNOW
•DUB
•ONE POINT •COMMUNISPACE •CIVICOM •PUREPROFILE •SURVEY
•DECIPHER •PLUGGEDIN •VISIONSLIVE •JANA MONKEY
•IPINION •VOVICI (TXTEAGLE) •FACEBOOK
•LUMI MOBILE •GOOGLE
•NPOLLS •LOCKERZ
•SKOPOS •TIIPZ
•JETJAW •MOBILEWALLA
•FOURSQUARE
•YELP

20. Industry To-Do List:
• Get mobile experience now! All researchers must make a plan to begin building mobile and
multimode research expertise
• Launch a PR campaign to remind brands that market research is critical for honing mobile
marketing strategies – it’s a new frontier for ad spending
• Provide a more integrated experience throughout all components of the value chain – from
ad exposure to shopping/decision making to usage/consumption
• Develop all projects based on the respondents’ perspective: create a seamless end-to-end
participation experience (recruitment, registration/profiling, invitation system, survey
participation, incentive management, etc.) for both mobile and PC interaction
• Expand recruitment practices to obtain a larger sample - recruit from traditional
websites, mobile sites, social media, and general intercept
Source: Kinesis Survey Technologies