The Mobile Revolution

Dan_ForemanRight before the 3rd MRMW North America conference 2013 in Minneapolis later this week, I had the chance to interview Dan Foreman, Head of Business Development at Lumi Mobile and elected president of ESOMAR 2013/14.

As director at Lumi, a market leader in real-time mobile interactivity, Dan is at the forefront of mobile market research. And, with almost 20 years in the research industry, building businesses across Europe, Asia Pacific and The Americas, he is truly an expert in emerging technologies and developing markets, and one of the movers and shakers to ‘shape the tomorrow’ of the global market research industry.

Together with Juliana Smith Holterhaus, Vice President of Business Operations at Lumi Mobile, Dan will be the closing keynote speaker at this year’s MRMW North America conference and share with the audience a collation of industry interviews and soothsayers ‘predicting what might happen’ in the future. Adding ten more years of predictions to his presentation at the MRMW Asia Pacific conference earlier this year, he comments, “it makes it harder in some ways and also less accurate. But it also gives more freedom to the people we interviewed”. With a mixed reaction of the audience in Kuala Lumpur (Malaysia) “some people were shocked, some were inspired,” Dan admits “I am mostly looking forward to gauging the reaction of the audience to the delights from my presentation”.

But, before Dan, together with his colleague Juliana, will share ‘Vision 2030: how mobile research will fit in for stakeholders across the insights value-chain’ at the second day of the MRMW conference, read here what he shared with me during our interview.

Claudia: How has mobile changed market research? 

Dan: Mobile has already been a big shift but we are at the tip of the iceberg. If you consider the presentation at MRMW Malaysia looking at 2020, one of the very clear conclusions – based on interviews with MR industry experts – is that mobile will be front and centre of the market research industry by the end of this decade.

 You can see shoots of that change happening all over the World at every market research conference – and not just market research. The mobile revolution is not restricted to market research.

 Claudia: What can we expect from mobile research in the upcoming years?

Dan: There were clues in the presentation I did before, Claudia. One of the main findings is the industry will increase in size and also there will be new ways of doing research that haven’t been done before. What underpins this is the inevitability around mobile.

For example, people talk about active market research with mobile integrating with other forms of data – for example, traffic flow or retail sales – to determine both individual points of insight and to aid planners of all sorts never previously typical market research buyers.

It is easy to envisage that the market research world will grow with the reach of mobile developing.

Claudia: As I am based in Singapore, what plans does Lumi have for Asia Pacific?

Dan: We have recently opened an office in Hong Kong and we are in the process of opening an office in Singapore. With the recent acquisition we made, this also brings additional offices in Australia and New Zealand.

And, finally, here are Dan’s three reasons why the global research community should look at Asia:

 

1. The phenomenal growth in the economy.

The Asian Development Bank estimates that the regional economic growth in the Asia Pacific region will pick up to 6.6% in 2013 and reach 6.7% in 2014. This is a distinct improvement on 2012, when growth stood at just over 6%.

2. The phenomenal growth in mobile.

According to the Ericsson Mobility Report, global mobile subscription is expected to rise to 9.3 billion in the next six years. The addition of new mobile subscribers from emerging markets will help the Asia-Pacific region to lead in terms of worldwide mobile subscription growth.

3. The phenomenal growth in market research spending.

According to the ESOMAR Global Market Research Report 2012, the Asia Pacific research sector maintains its role as a leading growth region, reporting 4.7% year-on-year and 1.7% after adjustment for inflation. The region is now valued at $5,754 million.

Data sourced from ADB, Ericsson and ESOMAR.

 

The Future is Already here – it is what we do today that will shape the tomorrow  – Dan Foreman

 

First published on MRMW Blog