Although mobile research is sometimes considered the new kid on the research block, it has actually been available to researchers for a decade. In fact, the first SMS mobile survey was conducted by Ipsos twelve years ago. Despite this, development of the methodology has been very slow across the industry and even today mobile surveys account for less than 1.5 percent of global industry revenue. However, mobile research is ready to become a key tool in researchers’ (and thus marketers’) toolkits, with the industry predicting mobile surveys via SMS, mobile internet and mobile applications will be the biggest areas for potential growth this decade. So understanding the opportunities and developing the right techniques is the recipe for success.
Marketing, advertising & media intelligence
JWT announces a new creative force, Pead PR adds to its brand and digital arsenal, Haystac launches a new events division, DDB gives Adschool pair a leg up, Adi Staite is lured away from self-employment by Synovate, Crossmark opens its Kiwi office, and The Sweet Shop picks a US boss.
Synovate has announced some big changes to its senior roster, with Debra Hall announcing her early retirement effective October 29 and long-time independent researcher Duncan Stuart joining the team in a "suitably loose role".
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It was announced yesterday that French group Ipsos has agreed to take global market research company Synovate off the hands of Aegis Group for NZ$987 million. But Synovate's research director Jonathan Dodd says the change of ownership is unlikely to have much of an effect on Synovate's New Zealand operations.
The sixth biennial Market Research Effectiveness Awards were held at Auckland’s Hilton Hotel on Friday. And with not a pie chart, pocket protector or sellotaped pair of glasses in sight, the science boffins of the marketing world converged with their clients to prove just how effective good market research can be in driving business and marketing success.