Pre-MRMW North America 12 Interview: Bob Yazbeck

Wednesday, July 11, 2012

July 18th and 19th is fast approaching and I’m excited to hear that the MRMW event is close to selling out (if it hasn't already!)…more folks to connect with and learn from!  Here’s my conversation with Bob Yazbeck of Gongos Research.  Bob’s great enthusiasm for research in the mobile world is encouraging and motivating.  From breaking down barriers between quant and qual to the benefits of mobile research, Bob talks about a variety of the key themes that will be discussed at the MRMW event. 

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? 

BY: As a research discipline, we’ll need to see beyond qual and quant and create more holistic approaches. In doing that, we’ll be able to truly take advantage of smartphones’ inherent capabilities. In-the-moment behavior, accessibility, social chatter, and authenticity are all aspects that smartphones alter. Not only will I touch on our own findings, I will present a few examples of mobile-enabled research in the field – the good and the not so good.  I hope to inspire others to jump in and continue the experiment—while encouraging clients to join in.  It’s bound to take research well beyond where we thought it could ever go – and that really excites me.

RM: What do you think that the current market research world is afraid of when it comes to innovating on research in the mobile world?  What enabled you to get over the fears and innovate?  What motivated you?

BY: Mobile research will be the next major disrupter because it’s leading us closer to the “moment of truth.”  And, since researchers are by nature slow to adopt, it is a bit scary for some great practitioners out there.  On the flip side, I work in an environment where innovation is standard-operating procedure and our client-partners both push us and expect us to lead them into the mobile research world.  Sure, it’s going to be painful for a while (I can say after enduring the adoption of the Internet!) but it motivates me to get up in the morning—and it keeps me feeling a whole lot younger. Heck, I’ve gone from being a master of car clinics in the ‘90s to running our Digital Methods division.  If I can do it –we all can!

RM: I look forward to hearing more about the case studies you reference here.  It is helpful to connect with others that are actually doing this stuff, not just talking about it. See you in Cincinnati.


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