Navin Williams: Education of
the insight industry is topmost
for any new adoption including
MR. That’s why I had teamed up
with Ray Poynter and Sue York
to write the book “Handbook of
Mobile MR” which is endorsed by
ESOMAR.
The
second
is
researchers
taking life into their own hands.
By this I mean, taking the lead
to innovate and adapt existing
methods to be digital and more
in tune with today’s mobile
consumer.
How can market researchers
equip
themselves
with
knowledge to deal with the
demands of Mobile MR?
Navin Williams: The more you
do and work on mobile enabled
projects, the more equipped
you would be. The space is very
dynamic and it will continuously
evolve. As in battle - more you
sweat, the less you will bleed.
What are some of the
common
barriers
that
prevent
traditional
researchers
to
connect
Currently, it’s largely the clients with mobile friendly target
who are leading and driving audience and how we can
us towards adoption of mobile overcome them?
enabled insight methods. To
truly see adoption researcher
suppliers and practitioners need
to lead the way and own the
Mobile MR growth.
Navin
Williams:
The
mobile
Lastly I would say stay open
to new ideas and trends, as
Mobile is only a tool. The tool
can change. Tomorrow maybe
the best tool will be wearable
devices. Let the consumer lead
the way. When they adopt new
technologies and behavior we
should be right there with them
taking advantage and evolving
with these changes to get the
best insights possible for our
clients.
How to handle clients
enchanted with buzz around
Mobile Market Research
(when they really don’t
need one)?
Navin Williams: Do good work
that sets standards and becomes
the new normal. No one is
enchanted with normal. Normal
is business as usual. We haven’t
got there yet. The consumers we
study are already there though.
Navin Williams
space is very dynamic and
fragmented. Mobile hardware
is not very standard, mobile
software is available in the
millions, versions change every
few months, hardware gets
obsolete everyday and there
new associated hardware being
developed constantly. This is an
exciting period to be in mobile
and consumer research. Don’t
fight it – embrace it and roll
with the punches. This dynamic
environment is here to stay. As I
mentioned earlier this is the new
normal!