Jun 062013

I am involved in a new book, which we hope will be published early in 2014. As with The Handbook of Online and Social Media Research, I will be sharing the project with the #NewMR community and would hope to receive as much help and support as I received last time (all those who contributed are listed in the book).

We should be able to publicise the publisher and the team shortly (final negotiations are taking place at the moment).

The book will be informed by the work I have done with Navin William and Reg Baker to create a mobile marketing research course for the University of Georgia’s Principles of Marketing Research course – which will be available shortly.

The first question
So, here is our first question to the market research community. What are the key debates about mobile market research?

My feeling is that the key debates in mobile market research are:

  1. How do clients move 20 to 30 minute tracking studies onto mobile devices?
  2. Closely followed by, what is the maximum length of a mobile interview?
  3. What sorts of techniques can’t be completed on a phone?
  4. Closely followed, by how do we adapt techniques that don’t work on a phone?
  5. Does the rise of smartphones mean we can ignore feature phones?
  6. Will the rise of tablets mean we don’t need to worry about phones?
  7. How does data from smartphone surveys compare with surveys conducted on PC, or F2F, or telephone?
  8. Can researchers deal with the differences in phones and operating systems?
  9. What is the right balance of web versus app?
  10. Where will the samples come from?
  11. CATI replaced much of F2F, online replaced much of CATI and F2F, what will mobile research replace?
  12. How will mobile change the world of qualitative research?
  13. How will mobile change the world of quantitative research?
  14. Will the legislators prevent mobile market research, and what aspects are most at risk?
  15. What are the ethical challenges?
  16. How do clients assess one option against another?
  17. Will mobile every be cheaper than online for mainstream surveys?

I’d love to hear your views and thoughts? Are these the key debates? What would you drop from this list? What would you add to the list?

May 192013

1 It’s not your classic textbook
This book focusses on the questions that are part of the everyday practicalities of market research, the advice you don’t typically get from a textbook – the type of advice researchers would ideally have a mentor or more experienced colleague to ask – unfortunately not everyone has these support networks.

2 The contributors are practitioners
The content has been prepared by a team of experienced researchers, so the advice is relevant for researchers who are talking to clients, writing proposals, managing projects, developing questionnaires, analysing data, reporting results, etc.

3 A great resource for the generalist or research all-rounder
(Thanks to Sue Bell for emphasising this point.)
Many conferences and events, social media forums, and journals focus on specialist areas. This book, doesn’t cover everything, but aims to give a solid grounding on the basics, written and reviewed by experienced market and social research industry heavy weights who know what you need to know.

4 A balance between traditional and new techniques
The book covers the traditional areas – questionnaire design, qualitative, pricing research, B2B – as well as the emerging techniques, for example, communities and social media research.

5 A variety of views of expressed
In some areas of our profession there is not a consensus view – particularly in new and rapidly developing areas. This book highlights areas where consensus does not exist and presents the differing viewpoints.

6 The Client perspective is explored
Special attention is paid to one of the key relationships in market research, that of client and research provider, with an emphasis on the points of tension.

7 A Global Perspective
Unlike some textbooks, which focus on specific markets or regions, this book recognises many researchers are operating in international markets and also the issues and challenges faced by those working in markets with different levels of economic and technological development.

8 Ethics, Laws, Codes and Guidelines
As could be expected of book put together by ESOMAR, the book explains in simple and clear terms why we have these and how to fit them into everyday research.

9 Advice for both new researchers and more experienced researchers who are new to a topic
Thanks to Phyllis Macfarlane for emphasising this point.

10 It’s great value, at 20 Euros (including postage and packaging)
And, if you like it so much you want to bulk order for colleagues, clients, or students – better prices are available via ESOMAR!

Join us at the book launch
On Wednesday, 22 May, ESOMAR and NewMR are holding a virtual book launch, where contributors to the book will explain the book’s mission, its content, and more about how you can be involved. Click here to find out more details and to register to attend.

So what do you think?

Declaration of interest, I am one of the Editors and Curators of the project (as was NewMR’s Ray Poynter) – Sue York