Pre-MRMW North America 12 Interview: Thaddeus Fulford-Jones

Friday, June 29, 2012


As part of the pre-MRMW North America 12 interview series, I got to talk with Thaddeus Fulford-Jones of Locately.  Location analytics is a theme that he will be covering in-depth, and like many of our previous interviewees, he cautions, “It can't just be used ‘simply because it's there,’” but instead that mobile research requires intention and appropriate application.  Here’s a sneak peek of what he’ll be talking about in July.

RM: What are you most excited to share about with us at MRMW and why?  What difference could it make for your audience if they were to implement what you’ll be talking about?

TF-J: I'm excited to share new perspectives on how some of the world's biggest CPG manufacturers and retailers are using location analytics to better understand how people shop. Location analytics uses huge volumes of GPS data from opted-in smartphones to understand actual shopper journeys and to send location-triggered in-context mobile surveys to shoppers while they're actually in the store. The impact for CPG manufacturers and retailers is huge - an unprecedented opportunity to capture real-time understanding of not only "what people think" but also "what they do and why".

RM: What do you expect from the emerging market research in the mobile world industry?  What must be offered?  What must be fulfilled?

TF-J: Mobile research has enormous potential as it allows researchers to engage with consumers while they're in the aisles, making their decisions. Mobile allows us to do this in a very, natural, unobtrusive manner. However, as with any new technology, mobile must be employed as part of a comprehensive and unified research strategy that's driven by business needs. It can't just be used "simply because it's there." I look forward to seeing more examples of research organizations using mobile to address real business challenges and deliver quantifiable ROI.

RM: Thanks, Thaddeus.  I look forward to hearing more in a couple weeks.

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