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Understanding consumers’ acceptance and incentives for

participating in mobile market research

Brainstorming workshop prepared by

Point-Blank International

Berlin, 02.12.2010 CLOSER TO PEOPLE AND BRANDSImage: Francesco Marino / FreeDigitalPhotos.net

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SHARING & ENRICHMENT

● At the end of the workshop team leaders will have the opportunity to present their results to the audience.

FACILITATED BY

● Dörte Töllner (Managing Director) and Paul Galow (Research Executive Digital Media) Point-Blank International

IDEA GENERATION

● Delegates, divided into teams will brainstorm strategies on how to encourage consumer participation in mobile research.

Overview

● In this brainstorming workshop, delegates will discuss their thoughts on the following

three areas:

ACCEPTANCE OF… INCENTIVES FOR… ENCOURAGMENT FOR…

…CONSUMERS TO PARTICIPATE IN MOBILE MARKET RESEARCH

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Workshop Agenda

1) Introduction

2) Group Work

3) Group Presentations

4) Conclusion

20 min

40 min

20 min

10 min

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Schedule of stages 2–4 (Workshop phase)

I. PREPARATION

● Six groups are formed

● Each group is assigned one out of 3 case studies

> A short video briefing will be delivered on a smartphone to illustrate each case

● NB: Precise work tasks will be available as PowerPoint slides as well as backup

> Each group will deal with the same overall task but based on a different case

● Work materials: flip chart and a smartphone / mobile device for each group

II. BRAINSTORMING SESSION FROM A CONSUMER’S POINT OF VIEW

● Discussion of the cases and production of actionable results for the three main areas to improve consumer acceptance (see p. 7)

> Communicate

> Motivate

> Advocate

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Schedule of stages 2–4 (Workshop phase)

III. PRESENTATION OF FINDINGS AND DISCUSSION

● Each group nominates one person who will present the outcome of the discussion

● Presentation of results and discussion with the other groups

> 3-5 minutes per group

> Flip chart and overhead projector can be used to present the findings

● Extract the most relevant leverages and barriers across different work groups and case studies and discuss them in the audience

IV. CONCLUSION

● Summary and comparison of the most striking findings

● Outlook into future tasks and challenges

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Frame of reference: 3 Steps to improve Consumer Acceptance

COMMUNICATE

● How does it work? Create understanding!

> Explain the participant’s benefits of taking part in a mobile market research study

> Explain the study, its goals and the participant’s part in this project

ADVOCATE

● Spread the word (talk about positive personal experiences)

● Encourage friends & family to participate

MOTIVATE…

● …to participate (enhance level of personal engagement)

● …to stick to it (ensure a continuous level of participation)

● …to use a research tool to its full potential (use all kinds of different media to produce a detailed and expressive image of oneself)

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Presented @ International conference on

Market Research in the Mobile World

2 & 3 Dec 2010, Berlin

For more information

Please visit: http://www.merlien.org