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Understanding consumers’ acceptance and incentives for
participating in mobile market research
Brainstorming workshop prepared by
Point-Blank International
Berlin, 02.12.2010 CLOSER TO PEOPLE AND BRANDSImage: Francesco Marino / FreeDigitalPhotos.net

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SHARING & ENRICHMENT
● At the end of the workshop team leaders will have the opportunity to present their results
to the audience.
FACILITATED BY
● Dörte Töllner (Managing Director) and Paul Galow (Research Executive
Digital Media) Point-Blank International
IDEA GENERATION
● Delegates, divided into teams will brainstorm strategies on how to encourage consumer
participation in mobile research.
Overview
● In this brainstorming workshop, delegates will discuss their thoughts on the following
three areas:
ACCEPTANCE OF… INCENTIVES FOR… ENCOURAGMENT FOR…
…CONSUMERS TO PARTICIPATE IN MOBILE MARKET RESEARCH

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Workshop Agenda
1) Introduction
2) Group Work
3) Group Presentations
4) Conclusion
20 min
40 min
20 min
10 min

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Schedule of stages 2–4 (Workshop phase)
I. PREPARATION
● Six groups are formed
● Each group is assigned one out of 3 case studies
> A short video briefing will be delivered on a smartphone to illustrate each case
● NB: Precise work tasks will be available as PowerPoint slides as well as backup
> Each group will deal with the same overall task but based on a different case
● Work materials: flip chart and a smartphone / mobile device for each group
II. BRAINSTORMING SESSION FROM A CONSUMER’S POINT OF VIEW
● Discussion of the cases and production of actionable results for the three main areas
to improve consumer acceptance (see p. 7)
> Communicate
> Motivate
> Advocate

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Schedule of stages 2–4 (Workshop phase)
III. PRESENTATION OF FINDINGS AND DISCUSSION
● Each group nominates one person who will present the outcome of the discussion
● Presentation of results and discussion with the other groups
> 3-5 minutes per group
> Flip chart and overhead projector can be used to present the findings
● Extract the most relevant leverages and barriers across different work groups and
case studies and discuss them in the audience
IV. CONCLUSION
● Summary and comparison of the most striking findings
● Outlook into future tasks and challenges

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Frame of reference: 3 Steps to improve Consumer Acceptance
COMMUNICATE
● How does it work? Create understanding!
> Explain the participant’s benefits of taking part in a mobile market research study
> Explain the study, its goals and the participant’s part in this project
ADVOCATE
● Spread the word (talk about positive personal experiences)
● Encourage friends & family to participate
MOTIVATE…
● …to participate (enhance level of personal engagement)
● …to stick to it (ensure a continuous level of participation)
● …to use a research tool to its full potential (use all kinds of different media to produce a
detailed and expressive image of oneself)
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Presented @ International conference on
Market Research in the Mobile World
2 & 3 Dec 2010, Berlin
For more information
Please visit: http://www.merlien.org