Asia will be central to the development of mobile research.
Editor's note: In this guest post, Ray Poynter, director of Vision Critical University shares the key takeaways from a mobile marketing research conference he co-chaired. Vision Critical is a global market research technology company that builds online platforms to facilitate two-way communications connecting brands and customers from concept testing to buyer preferences and behavior. The community panel's research firm has more than 600 clients globally from Discovery, Banana Republic to Yahoo. In Asia, it has offices in Australia and Hong Kong as well as China through a recent partnership with Morpace, a full service market research firm.
Global leaders in marketing research gathered in Kuala Lumpur in January for the MRMW (Marketing Research in the Mobile World) event. This event (which I had the honor of co-chairing), comprising workshops and a conference, highlighted the importance of mobile devices (from feature phones to smartphones to tablets) and the key role that Asia Pacific is beginning to take in global marketing and marketing research.
Mobile phones have been seen as the "next big thing" in marketing research for at least the last five years. The logic seemed inescapable, because most people in Asia have a phone, and because people normally have their phone with them, the phone is the obvious way to integrate marketing research into people's everyday lives. However, until now, three key factors have held mobile marketing research back:
Director of Vision Critical University, author of The Handbook of Online and Social Media Research, and founder of NewMR.org. Ray has spent the last thirty-five years at the interface of market research, technology, and innovation and is in regular demand, in Europe, America, and Asia Pacific, as a workshop leader, trainer, consultant, and writer. Ray was responsible for the creation of Vision Critical University in early 2012. As a director of Vision Critical University, Ray's role is to help source and create additional materials, to speak at conferences and seminars, and to help develop best practices in technology enabled research.
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