MR agencies and departments should see VoC as an evolution of MR

agency currently uses the Confirmit mobile dashboard in 80-90 % of their projects, while Malaysia-based SurveyMy, a mobile data collection specialist, uses it in 60-70 % of all their mobile and online projects. Mobile reporting also brings in-

Some commentators currently suggest MR should focus on the tactical challenges of its client businesses rather than the strategic.

But MR has the potential to do both- drive business strategy

management is appropriate for B2B scenarios where account managers are on the move. The use of mobile alert action management can help to rescue customers at risk. There have been enough research indicators to show that mobile presents an enormous, untapped revenue opportunity for MR. So if Asiabased MR organisations can embrace mobile as a reporting tool so efficiently,

Why aren’ t their European and North American counterparts following suit?

There has certainly been plenty of industry-wide discussion about researchers ignoring mobile at their peril. At the

MR organisations still have something the newer players often cannot match – a combination of experience and statistical expertise. Mobile can provide the tools to make the most of this advantage, by augmenting in-depth analytical capabilities with the opportunity to deliver highlevel, predictive insights quickly and accurately to clients.

Not only can mobile reporting add a new weapon to MR agencies’ armoury, but it can also drive an entirely new revenue stream based on the ability to deliver instant insight rather than lengthy reports.

Mobile can also facilitate closer future success.

Mobile reporting delivers both tactical, fieldwork-based insight and the strategic KPI’ single number‘ understanding that is key to business status and future outlook.

Even with most of its potential still untapped, mobile research reporting has already shown the capability and opportunity to make a measurable difference to the research process at many levels. Not only can it improve the way in which researchers interact with their clients, it also makes it possible for client organisations to act faster upon results, ensuring they are able to adapt quickly to changing

Martin Sorrell explained that the future of MR is in the hands of young people who have grown up in the digital internet age. Mobile is their device of choice, making it imperative that the MR industry embraces solutions and capabilities that are mobile ready, from data collection right through to insight.

It is now essential that MR organisations, at a global level, can match the increase of speed in fieldwork with the increase

– in the style of new players who act as consultants as well as information providers- by bringing projects closer to the eyes of the client. The interactive nature of mobile allows clients to live and breathe the feedback as it takes place, and it can drill down to the individual level to prove the impact of specific roles on business success.

So what does future success look like?

Looking further ahead, I can see a future where researchers deliver even richer results and insights to clients by swiping elements from mobile devices onto a TV screen. But each client’ s requirements are different so it is essential that researchers equip themselves so they can evolve to emulate the consultancy-based approach of new market entrants. They can do this by delivering the right reports, in the right formats,