Ten Must-See Sessions at MRMW Europe 2015

Sentient Decision Science, Inc.

Planning your agenda for MRMW Europe 2015? Don’t miss our session on mobile, global, scientific measurement of the consumer non-conscious.

In addition to ours, here are the nine sessions we’re most looking forward to. You can follow along with many of the event’s speakers by using our MRMW Twitter list.

Day One: September 15

1. What Do People Want From Mobile? (Brainstorming Session)

Time: 11 a.m.
Speaker/Moderator: Ray Poynter, Director, Visioncritical


We know that mobile is growing, growing in terms of traditional research (such as online surveys and CATI) and in terms of new research (such as mobile ethnography, passive data and in-the-moment research). But, what are research participants happy to share? This interactive and gamified brainstorming session will explore:

  • What is currently possible with mobile?
  • What are the key things that clients and researchers are keen to do with mobile?
  • What are research participants happy to be involved in?
  • What are the red lines with mobile, the things we shouldn’t be doing?

Day Two: September 16

2. UK Elections’ Wakeup Call – Critical Challenges and the Way Forward

Time: 11:05 a.m.
Moderator: Leighton Vaughan Williams, Professor of Economics & Finance & Director of the Betting Research Unit & the Political Forecasting Unit, Nottingham Business School


  • John Curtice, President, British Polling Council
  • Gideon Skinner, Head of Political Research, Ipsos MORI


Identifying the critical issues on getting accurate samples in the era of mobile:

  •  Are betting markets more accurate than pollsters?
  • The road of trust – necessary steps needed to rebuild confidence?

3. The Opportunities and Challenges of In-the-Moment Feedback Using Location and Beacon Triggering

Time: 11:40 a.m.

  • Miguel Ramos, Mobile Practice Lead, Confirmit
  • Crispin Beale, Chief Executive, Chime Insight & Engagement Group, Chime Communications


This presentation will serve to analyze the way beacon and location triggering technologies can be applied by market research organizations to deliver innovative services:

  • Using a dedicated mobile app to encourage wider engagement with panelists at a time and place convenient to them
  • Designing mobile engagements based on panelist’s contextual location
  • Understand how mobile panel apps using beacon and GPS technology can become a key enabler for the delivery of highly relevant contextual surveys

4. Give the People What They Want – Concept Testing for Today’s Digital Consumer

Time: 12:00 p.m.
Speaker: Chris Sinclair, Head of Ipsos Marketing, EMEA Ipsos


  • Understanding how concept testing has to evolve to maintain its place in marketing research’s future state
  • How new concept stimulus technology can result in deeper consumer engagement and more thoughtful, differentiated responses
  • Adapting concept testing for the mobile world and allowing for more engaging concepts, that reach more consumers and using the technology to reflect more realistic consumer behaviors.

5. Advanced Research with Low Tech Devices to Low Income Classes in Emerging Markets

Time: 1:20 p.m.

  • Robert Dossin, Client Director, SKIM
  • Alistair Hill, Co-Founder, On Device Research


  • Effectively running choice-based conjoint studies on low tech phones
  • Explaining the limitations during survey setup and the way we managed to make this work
  • Comparing these results based on feature phone research targeting lower classes in developing countries to smart phones and traditional interviews

6. The Game of Context – How Mobile Context-Based Measurements Impacts the Future of Survey Research

Time: 2 p.m.

  • Frans Van Bommel, Market Research Manager, Jacobs DouweEgberts (JDE)
  • Katia Pallini, Research Innovation Manager, InSites Consulting


  • Context is a key influencer of consumer behavior, yet we keep on conducting (survey) research without taking into account these context elements.
  • Demonstrating how a context based survey design gives a more realistic measure of the potential of product concepts.
  • Bringing insights into how in-context measurement leads to better and more predictable data based on an interesting project done in cooperation with DE Master Blenders 1753

Day Three: September 17

7. Mobile, Global, Scientific Measurement of the Consumer Non-Conscious

Time: 9:40 a.m.
Speaker: Aaron Reid, Ph.D., Chief Behavioral Scientist, Sentient Decision Science, Inc. USA


Dr. Reid will reveal how recent scientific and technological advances have enabled true non-conscious research to move from “nice-to-have” laboratory techniques to globally scaled, mobile “must-have” research applications.

Case studies will show how adding true implicit techniques to best-in-practice conscious measures produces more accurate market forecast models, and provide deeper differentiated insight to drive innovation.

As the industry moves a step forward in the adoption of mobile data collection, we must ensure that we do not simultaneously move two steps back in our reliance on stated answers to explicit questions.

8. Video, Video Everywhere – Unlocking the Value of Video-Based Research

Time: 10:40 a.m.
Speaker: Andrew Mitchell, Global Commercial Director, LivingLens


Video is exploding as a source of data. Over 300 hours of video are uploaded to YouTube every single minute. Consumers are becoming more and more comfortable with capturing and sharing video of themselves. However, video is an impenetrable media which is difficult to extract value from.

Learn how to unlock the value of video, and simply mine video like any other data sources, putting the consumer at heart of decision making once and for all.

9. The Future of Market Research – Where Are We Going and How

Time: 11:50 a.m.
Moderated by: Laween Atroshi, Chief Research Officer, NHS


  • Torsten Müller-Klockmann,Global Head, Digital Market Intelligence, GfK
  • Josh Samuel, Head of Global Innovations, Millward Brown
  • Stuart Ryder, Global Head of Mobile, Ipsos Interactive Services


  • Where are key investments going right now in terms of technology and business areas
  • The IoT impact on MR- data processing, analysis and privacy concerns,
  • Big data and the road to automation
  • Leveraging opportunities in Europe – the potential for partnerships within the industry
  • Reinvention: Envisioning the future and they way to adapt to the market and clients
  • Identifying the next big thing expecting to shape the industry

10. X Factor: Market Research Innovations

Time: 2:10 p.m.

  • Phil Rance, Special Adviser, Credo Consulting
  • Paul Roberts, Investor, Collider
  • Linus Dahg, Early Stage VC, Wellington Partners
  • Dan Foreman, Investor, Hatted


MarketMiner – Text Analytics for Marketing Research in China
Janna Lipenkova, CEO, Anacode

Programmatic Proximity Marketing – Utilizing Real-Time Proximity Insights to Personalise Engagement with Consumers
Daniel Angel, Director, Strategy & Business Development, Tamoco

Mapping the Context – The Power of Visualization
Sander Waterval, CEO, Contextmapp

Information and session descriptions from MRMW.net

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