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AN ESOMAR WORLD RESEARCH FORUM

The mobile revolution

Malte Friedrich-Freksa

Abstract

Integrating the mobile phone into modern day market research constitutes the next challenge for the market research industry. Because of modern lifestyles the reachability of survey participants experiences a significant decrease. The multimedia functions of the mobile phone, plus it’s constant accessibility for consumers and the increasing usage of the mobile internet, are major motivating factors to enable higher reach for market research.

In the context of mobile data collection via mobile exist two general technical methods: a) mobile survey application and b) mobile internet survey. Three case studies demonstrates the significance of both approaches and the relevance for mobile research in general:

Mobile Panel using mobile survey application: A mobile panel was recruited to gather constant information for on-the-go food and snack sales of consumers via mobile phone with an mobile survey application. Participants installed a specific java-application onto their mobile via download and recorded their purchases as and when they occur.
Mobile Internet Survey via Mobile Panel: Participants of a mobile panel were invited to a mobile survey by sending a wap-push link directly to their mobile (compared to an email contained a survey link). After having participating at the mobile survey, they could attend to an online usability study to refer their experiences within the mobile survey.
Mobile Internet Survey in the Mobile Internet: A mobile internet survey was implemented in a mobile internet portal. Subscriber participated in the survey by clicking a mobile survey ad.

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Malte Friedrich-Freksa

Born in 1973. First business research experiences while studying psychology at the Humboldt University Berlin; Malte Friedrich-Freksa wrote his diploma dissertation for Daimler-Chrysler. After graduating in 2000, he participated in establishing a market research unit for youwant.com, an Internet start-up company. Afterwards he worked as a market researcher for Lycos-Europe.com. In 2003 he founded his own company idalab, a specialist for digital market research and modern data analysis.

Since 2003 Malte Friedrich-Freksa is Head of Market Research at YOC, one of Europe’s leading Mobile Marketing companies. Malte is specialised in Online and Mobile Reseach with an emphasis on modern data analysis.