Here’s a couple of panel discussions from the event.

     
Paul Berney of the MMA probably said it best: giving the keynote at the Globalpark-sponsored 2010 Mobile Research Conference, he said that 2009 turned out to be the year that mobile became a serious consumer internet access device. But then he also said he wasn’t going to be held to that proclamation given how premature the prediction turned out in previous years!

Around 100 folks turned up for the two-day, well-organised event in London for what I believe was a meaty feast of the useful and practical. And there was good Wifi so lots and lots of tweeting (apparently nine tweets/min at one stage).

We took advantage of the Wifi to post these five podcast chats in almost real-time – hope the many hundreds who listened to these on the day felt the speedy upload was useful.

See here for audio from two of the panel discussions.

In the next few days we’ll add links to blogger commentaries:

 Sponsored by 

 STARRING 

• Andrew Cooper, MD, Research Now
• Nicolas Metzke, MD, Ciao
• Panos Manolopoulos, MD, YouGov
• Val Karruck, SVP Client Services, Toluna

This JuiceCast has been produced by ResearchTalk for BrainJuicer. BrainJuicer’s Chief Juicer, John Kearon, has kindly allowed us to host the podcast as a service to the community, to stimulate debate and innovation

Timeline [19m15s]
00m00s Introduction.
00m40s The opportunity for growth.
03m32s The emergence of Research 2.0 and community.
04m36s Where’s the innovation?
06m54s Opportunities for medium-sized agencies.
07m47s Winning brands and business models in 5 years time.
09m42s Facing the prospect of maturity.
11m07s Shifting clients towards using innovative mid-sized players.
13m01s The temptation to use traditional methodologies.
15m33s Opportunities for using mobiles in research.
16m19s Will online field & tab steal significant business from full-service?

Notable Mentions
BrainJuicer.
Clear Ideas.
Conquest.
Gfk.
GMI.
Hall and Partners.
Harris Interactive.
ICM.
NOP.
Nunwood.
Research 2.0.
SSI.
TNS.
Vodafone.
Web 2.0.

Thanks to RP Cushing Recruitment for furnishing a location for this conversation.

Series:Commissioned Series:JuiceCasts

 GUEST  Stephen Phillips, founder and Managing Partner, Spring Research

 TOPICS  Research via mobiles; the social media/networking revolution; audio comments from Ruth McNeil (Response Consulting) and Darren Noyce (SKOPOS); making multimedia presentations the norm; effective business development; overcoming recruitment challenges

 NOTABLE MENTIONS  AMI Group, Amnesty International, Bebo, Buzzmetrics, ESOMAR Congress, Jeremy Bullmore, Moët Hennessy, MRS Conference, MySpace, Paris Hilton, Synovate, ToLuna, Tuned In, Unilever, WOMMA, Xbox, YouTube

Music 2006 Pl@stic Soul and The Clintons from the PMN

Series:Weekly

 EXCLUSIVE  As official podcaster to the upcoming ESOMAR conference, we’ve secured some exclusive and meaty previews. Kindly hosted by Mark Whiting, Director of Marketing Intelligence Services, Moët Hennessy, and Program Committee Chairman, this is the first of four previews and focuses on improving foresight accuracy

 STARRING 

• Dr. Howard Moskowitz, Moskowitz Jacobs
  Stock Market Prediction
• Fiona Blades, MESH Planning Tools
  Using Mobiles to Improve the Accuracy of Marcomms RoI
• Thomas Perry, Oliver Tabino, SINUS Sociovision
  A Sensitive Approach to Screening Future Innovation
• Mark Whiting, Moët Hennessy (Host)

Learn more about ESOMAR CONGRESS ‘06

THANKS
A huge thanks to Mark Whiting, his guests, and to Véronique Jeannin, director general of ESOMAR, and her team for their help in producing these podcasts.

TIMELINE [36m41s]
00m00s Introduction by Véronique Jeannin, Director General of ESOMAR.

Stock Market Prediction (Dr. Howard Moskowitz).
01m29s Introduction.
02m43s Motivation.
03m16s Approach.
05m28s Validation.
05m55s Key challenges.
06m59s Commercial applications.
07m35s Competing approaches.
08m25s Overcoming the challenges.
09m09s The benefits of Howard’s unconventional background.
10m00s Is MR-driven foresight getting more accurate?
10m38s Drawing inspiration from James Surowiecki’s ‘The Wisdom of Crowds’.
11m10s Other sources of inspiration.
11m48s Other aspects being covered at Congress.

Using Mobiles to Improve the Accuracy of Marcomms RoI (Fiona Blades).
13m00s Introduction & motivation.
14m22s Approach and benefits.
17m25s Potential limitations.
18m07s Length of texting period.
18m45s Improvements to WoM measurement.
20m41s Importance of the post-interview.
21m35s The importance of context in marcomms.
22m06s How the technique improves accuracy.
24m08s The potential for under-reporting.

A Sensitive Approach to Screening Future Innovation (Thomas Perry and Oliver Tabino).
25m33s Introduction.
26m19s Approach and benefits.
27m00s The core psychographic segmentation.
28m14s Using ethnography to aid with long term forecasting.
29m08s Making the findings meaningful to client Deutsche Telekom.
30m44s Major decisions that have been taken using the system.
31m33s The risk of killing off good products/ideas.
33m09s The use of early adopters in forecasting.
34m06s Aspects being covered at Congress.
34m36s Validation.

Music Theatrimus from the PMN

Series:Events Series:ESOMAR Series:Congress06

What’s the state of mobile advertising? And will 2006 prove to be a tipping point as the major players invest more heavily in experimentation and infrastructure?

 STARRING 

• Nick Wiggin, Chairman, Mobile Marketing Association UK
• Simon Andrews, co-founder and joint-head, Big Picture Ad. agency

PODCAST
We talk to Nick Wiggin, chairman of the UK branch of the Mobile Marketing Association and founder of mobile marketing specialists WhoHow, and Simon Andrews, founding partner of the Big Picture ad. agency and a regular blogger on innovative developments in the advertising space. Simon also owns up to ‘inflicting Howard on the world’, Howard being the star of countless commercials for UK bank Halifax.

Please let us know what you think of this podcast.

TIMELINE [30m41s]
00m00s Introduction to Nick Wiggin.
03m02s Introduction to Simon Andrews.
04m15s Prospects for mobile advertising.
05m41s Barriers.
10m57s Demand for the mobile internet.
12m12s Mobile advertising business model.
15m52s RoI.
16m59s Optimum ad. campaigns.
18m50s Land grab opportunity.
20m09s Viral videos/consumer generated content (CGC).
22m12s Industry challenges.
22m53s RoI.
25m46s Demographics.
27m36s Challenges.
29m10s Impact of Google.
30m10s Conference appearances.

NOTABLE MENTIONS
3
Adidas
AOL
BMRB
Forrester
Google
iMode
Mindshare
Netscape
Nike
O2
Orange
SeeMeTv
Sony-Ericsson
UIP
YouTube

QUOTES
Nick and Simon are very upbeat about the prospects for mobile advertising in 2006, here are some choice quotes from the podcast…

“Mobile is perfectly placed to take a big share of advertising in years to come.”

“I talk of 2006 being the year of mobile media…the year when media companies recognise that this is a credible media channel…also the year that mobile operators are engaging with blue chip advertisers…”

“Its up to the consumer to decide which channel they prefer…and that will prevail.”

“The network operators and handset manufacturers are guilty of always speculating on the next big thing…the fact is the consumer experience is not good enough for mobile tv.”

“We’re starting to see the real money come into this area [mobile advertising].”

“I think we’ll see over the year the testing of all-you-can-eat data packages [from the mobile operators]…so that I’m not going to get surprised by a big data bill.”

“The days of advertising interrupting people are pretty limited.”

“There’s some young lady who made 1500 pounds by showing off her assets [on a consumer generated mobile video]!”

“There is a big myth about accountability that plagues mobile and online…the figures that you can produce for mobile and online are a thousand times more accurate than offline.”

Music Brother Love from the PMN

Series:MarketingTalk Series:AdTalk

 STARRING 

• Agostino Di Falco, Head of Insight, Viacom Brand Solutions

PODCAST
In our inaugural podcast we interview the eloquent Agostino Di Falco, Head of Insight and Research at Viacom Brand Solutions, the advertising sales operation for MTV, VH1, Nickelodeon, Paramount and E! channels.

Agostino talks passionately about an innovative research study, conducted by Neurosence, that has led to some remarkable conclusions about how TV advertising is consumed and how it can be made more effective.

The study comes at a poignant time for TV advertising given the growing use of DVR/PVR technology, such as Sky+ and Tivo, to skip past commercials.

Agostino goes onto talk about how other research led to commissioning the extreme car makeover show Pimp My Ride for MTV UK.

Please let us know what you think of this podcast.

TIMELINE [19m18s]
00m00s Introduction to Viacom Brand Solutions
01m36s Introduction to Agostino Di Falco.
Neuroscience Study
02m25s Intro.
03m20s Structure.
05m26s Key finding 1.
07m55s Key finding 2.
11m23s Industry reactions.
13m10s Other VBS research.
15m10s Pimp My Ride study.
17m05s Future trends.
18m25s Message for researchers.

Music Brother Love from the PMN

Series:MarketingTalk Series:AdTalk