There’ s no choice it’ s a case of innovate or perish

The definition and requirements of MR as a function is going to change to be more marketing and consumer oriented. Lines between insight, sales and marketing activity are going to be blurred

Technology adaptation is still not so quick by market researchers – your thoughts on how can we speed up to cope with mobile market research demands?

Navin Williams: All new technologies have adoption cycles. For research its usually a steeper hill to climb as we have norms for years and thousands and millions of projects. Asking researchers to start a new benchmarks and abandon the old is a hard pill to swallow. We need to find a middle path where we take the best from the old and new and evolve new models to keep in tune with the changed consumer environment.

Are clients warming up to the use of mobile market research or are they still sitting on fence? How are you educating clients about this methodology?

Navin Williams: Clients are leading the adoption of Mobile MR and driving us researchers to scrutinize existing methods more

In the coming 5 years what opportunities and threats you foresee for mobile market research?

Navin Williams:

The definition and requirements of MR as a function is going to change to be more marketing and consumer oriented.

Lines between insight, sales and marketing activity are going to be blurred. This is a serious threat and an opportunity for all. We at MobileMeasure are trying to be open to all thinking and grow with the industry. Recently we rebranded our service to move away from the Mobile MR label to“ Digital NOW Research” as the mobile touch points of today maybe just a side show for the touchpoints of the future.

5 years is a long time in today’ s world. I would say, in 5 years we are in danger of disappearing or still being around and thriving.

About Navin Williams: Navin Williams is the founder and Chief Mobile-Measure at closely to make research more MOBILEMEASURE

Consultancy contemporary. This has helped to do more work with these clients leading to improved learnings

Limited. Navin has extensive experience in Market Research, Technology, Media & Telecom and education of all. Currently sectors.

Navin has worked it’ s a process of all learning from each other. for some of the world’ s Market Research leaders across the disciplines of Media, Consumer

How do you expect suppliers to invest in

( IMRB, RI & Nielsen) & Retail( Nielsen). innovation considering

He has held senior roles in four countries, spanning two continents. His last assignment with Nielsen was as Head of

Navin Williams: There’ s no choice. It’ s a case of innovate of perish. On the bright side, solutions are going to come which will be cost effective for

Consumer Research( FMCG) in China. Navin was also part of Nielsen’ s global multi-country mobile data collection pilot. His quest to drive digital adoption in all.