January 30, 2013

Market Research in the Mobile World Conference Asia Pacific

Market Research in the Mobile World

Smartphone and tablet adoption and usage continues to soar in Asia. According to the recent Mobile Planet study (2012), smartphones are becoming increasingly indispensable to Asian consumers. 54% of smartphone owners from China would rather give up their TV than a smartphone. In Japan 100% of smartphone owners use their mobile device to research products or services. These mobile trends provide businesses with an exceptional opportunity to rethink how to reach the new mobile consumers, interact with them and generate insights for marketing, branding and new product development. Hear Kraft, Coca-Cola, Philips, Ericsson, Huawei, SingTel and other leading brands talk about the challenges and opportunities of mobile research.

Location: Hotel Maya Kuala Lumpur Kuala Lumpur , Malaysia


Beth Uyenco, SVP International Research, comScore, Inc.
30 January 11:45 am - 12:15 pm
Overcoming Challenges of Implementing Mobile Audience Measurement Studies in Multiple Countries

  • Navigating the challenges of recruitment, data collection and management: what are the lessons learned?
  • Implementing a hybrid approach through the triangulation census data with mobile panel data
  • Developing a true multi-platform measurement tool through the integration of web-enabled devices

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