There ’ s no choice it ’ s a case of innovate or perish
The definition and requirements of MR as a function is going to change to be more marketing and consumer oriented . Lines between insight , sales and marketing activity are going to be blurred
Technology adaptation is still not so quick by market researchers – your thoughts on how can we speed up to cope with mobile market research demands ?
Navin Williams : All new technologies have adoption cycles . For research its usually a steeper hill to climb as we have norms for years and thousands and millions of projects . Asking researchers to start a new benchmarks and abandon the old is a hard pill to swallow . We need to find a middle path where we take the best from the old and new and evolve new models to keep in tune with the changed consumer environment .
Are clients warming up to the use of mobile market research or are they still sitting on fence ? How are you educating clients about this methodology ?
Navin Williams : Clients are leading the adoption of Mobile MR and driving us researchers to scrutinize existing methods more
In the coming 5 years what opportunities and threats you foresee for mobile market research ?
Navin Williams :
The definition and requirements of MR as a function is going to change to be more marketing and consumer oriented .
Lines between insight , sales and marketing activity are going to be blurred . This is a serious threat and an opportunity for all . We at MobileMeasure are trying to be open to all thinking and grow with the industry . Recently we rebranded our service to move away from the Mobile MR label to “ Digital NOW Research ” as the mobile touch points of today maybe just a side show for the touchpoints of the future .
5 years is a long time in today ’ s world . I would say , in 5 years we are in danger of disappearing or still being around and thriving .
About Navin Williams : Navin Williams is the founder and Chief Mobile-Measure at closely to make research more MOBILEMEASURE
Consultancy contemporary . This has helped to do more work with these clients leading to improved learnings
Limited . Navin has extensive experience in Market Research , Technology , Media & Telecom and education of all . Currently sectors .
Navin has worked it ’ s a process of all learning from each other . for some of the world ’ s Market Research leaders across the disciplines of Media , Consumer
He has held senior roles in four countries , spanning two continents . His last assignment with Nielsen was as Head of
Navin Williams : There ’ s no choice . It ’ s a case of innovate of perish . On the bright side , solutions are going to come which will be cost effective for
Consumer Research ( FMCG ) in China . Navin was also part of Nielsen ’ s global multi-country mobile data collection pilot . His quest to drive digital adoption in all .