Pre-MRMW North America 12: Michael Sosnowski

Tuesday, July 3, 2012

We’re continuing in our pre-MRMW North America 12 conference interviews and I got to talk with Michael Sosnowski of TRC.  I’m excited about the encouragement he’ll be delivering: researchers can pick up this charge now.

RM: What are you most excited to share about with us at MRMW and why?

MS: I’ll be sharing results from a recent study we completed – an effort to accomplish Max-Diff-like results with a purely mobile study, using a tournament-style approach. Our goal was to provide folks with a concrete example of how they can work within the constraints of the mobile platform and accomplish more than just “short and sweet” 5 to 10 question profiling studies. I think we were successful, and what’s exciting about it (to me, anyway) is that we didn’t need an app or special programming skills to make it happen. It was all about stretching our thinking in terms of design, analysis, and estimation in ways that all of us as researchers can do right now.

RM: What difference could it make for your audience if they were to implement what you’ll be talking about?

MS: Hopefully this work will help people expand their thinking about ways Mobile MR can be used to answer important, quantitative, business questions. Based on what I saw at last year’s conference the more qualitative aspects of the platform are being exploited quite nicely. My sense, however, is that the focus with regard to purely quantitative work has been more about keeping things “short and sweet.” I get it in the short run, but in the long run I worry that too much of a focus on minimalist efforts will lead us to marginalize ourselves – if we deliver nothing but small profiling studies that’s all we’ll ever be asked to do. Leaving this session I’d like people to be inspired about using mobile MR far more strategic purposes, and to think differently about accomplishing things like conjoint on device.

RM: If you’ve been to MRMW in the past, what difference did it make for your MR practice?

MS: I went to Atlanta last year. I left feeling ahead of the curve, and in a much better position to council my clients and colleagues on the “what” and the “why” of doing mobile research. That’s a big deal given that Mobile MR is still quite “emerging. ” Most researchers may have it on their to-do list (or more likely their “worry about” list), but few have had the opportunity to explore the topic first hand, or talk in depth with players in the space. Haven’t yet found myself proposing and executing mobile projects to a significant degree, but I suspect the day’s coming and when it does my time spent at MRMWs will have me ready.

RM: Thanks, Michael!  See you in Cincinnati.


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