Presented by Jim Chastain, Founder and Managing Partner, RealityCheck at Market Research in the Mobile World North America 17 - 18 July 2013, Minneapolis, USA This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry

2. WWW.MRMW.NET
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3. Our conversations look different.
Our analysis transforms.
Little Data
That’s Pretty Big
Storytelling Through
Mobile Technologies

4. Big Data
Aggregated over
time by algorithms

5. Little Data
Aggregated across moments
in a person’s life

6. Little Data
Human Moments
Intuitive
Inspiration
Stories

7. The Narrative Mindset
Evaluative Mindset
Opinions
Focused Subject
Critical
Narrative Mindset
Tell Stories
Broad Subject Area
Open, Revealing
Tell us about your life in the context of
our research task and we’ll figure out
HOW OUR BRAND CAN FIT YOU.

8. Little Data
Mobile is
uniquely in our
lives and all
about
storytelling.

9. A Snacking Story
Narrative Mindset
Tell Stories
Broad Subject Area
Open, Revealing
Take pictures of
snacks in your life
and tell us about
what you’re doing
when you’re eating
them.
The business objective:
Better understand the emotional triggers
and points pain around the healthy
snacking experience.

10. Snacks as Security
When people are asked
to take pictures of
snacks wherever they
exist in their lives it tells a
story…
We keep snacks close at
all times… whether on
the road or in the
bedroom.
Snacks play a role in
providing SECURITY in
our lives.

11. Snacks as Security
When people are asked
to go a day without
snacking it tells a
story…
A day without snacks
was a day of insecurity.
Snacks play a role in
providing SECURITY in
our lives.
“THIS
DAY
TO
ME
WAS
LIKE
TAKING
MILK
FROM
A
BABY!
I
don't
want
to
go
overboard
and
say
it
was
like
taking
air
from
me,
because
I
didn't
die;
I
only
felt
as
though
I
was
being
tortured
all
day
long
and
I
was
extremely
depressed
too.”
“I
panic
when
I
do
not
have
access
to
food
or
snack.
The
reassurance
of
having
something
there
whether
I
eat
it
or
not
is
comforPng.”

12. A Snacking Story
Narrative (Mobile)
Mindset Reveals
Opportunities for:
Packaging
Product Development
New Need States
Positioning/Message
The desire for a
healthy lifestyle
is…
a quest to feel
more secure about
yourself and life in
general.

13. A Retail Story
Narrative Mindset
Tell Stories
Broad Subject Area
Open, Revealing
Take or upload
pictures of how
you feel without
shopping at your
favorite store for 3
weeks.
The business objective:
Better understand the emotional
connection this store’s most loyal
shoppers have to the store.

14. Retail Relationship
Lost, Lonely
Empty
Waaaaaah!
Bored
When people are asked
to not go to a store for 3
weeks and then post
pictures about how this
feels it tells a story…
They saw this
store as a
COMFORTING
PARTNER in
their lives.

15. Retail Relationship
When people
are asked to not
go to a store for
3 weeks and
post their feeling
during this time
it tells a story…
They saw this
store as a
COMFORTING
PARTNER in
their lives.
“I
don’t
like
being
held
back.
I
hate
not
knowing
what
merchandise
I
missed
out
on.
I
miss
the
feeling
I
get
when
I
buy
a
beauPful
shirt
or
dress
and
wear
it
for
the
first
Pme.
”
“I
feel
like
I’ve
lost
my
best
friend….
It’s
like
being
in
a
hot
air
balloon
with
no
direcPon.”

16. A Retail Story
Narrative (Mobile)
Mindset Reveals
Opportunities for:
Store Experience
Promotional Strategy
Positioning/Message
What’s missing
when I can’t go to a
store?
An important
relationship with
someone who
knows me.
I feel understood
there in ways I don’t
at any other store.

17. A Generational Trust Story
Narrative Mindset
Tell Stories
Broad Subject Area
Open, Revealing
3 generations
taking or uploading
pictures of people,
place and brands
that embody trust
(and those that
don’t).
The business objective:
Better understand how Boomers, Gen X
and Gen Y experience trust in their lives.

18. Generational Spaces

19. Gen Y
Trust
Genuine Innocence

20. Gen X
Trust
Lifestyle Identity

21. Baby Boomers
Trust
Respected Deeds/Doers

22. A Generational Trust Story
Narrative (Mobile)
Mindset Reveals
Opportunities for:
Messaging
Positioning
Innovation
3 distinct trust cues
emerge that are
somewhat distinct by
generation.
Innocence
Lifestyle
Respect
How your brand speaks
may affect who is most
likely to trust it.

23. A step by step guide
Making Little Data Feel Big
Human Scale
Be Narrative
Be Visual
Analyze. Analyze. Analyze.

24. WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR

25. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry