We’ve enjoyed presenting with Vodafone on mobile conjoint analysis at the 2013 Market Research in the Mobile World European conference. Our speakers shared innovations in measuring choice behavior with mobile devices and how it has helped Vodafone gain critical business insights.

Mobile Conjoint Analysis: Paradigm shifts in modeling consumer choice behavior

During our presentation, attendees learned how to utilize mobile conjoint analysis:

  • To scale back the parameters of massive conjoint studies in order to adjust them to mobile platforms
  • To shift away from respondent-characteristic focused studies to time and location based studies, by utilizing GPS data and bar code scanning at point of sale, or QR code scanning at a point of event.

We also shared how Vodafone used mobile choice-based conjoint to provide critical business insight into its phone plans, services and accessories business.

If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.

Our speakers

Caspar Hautvast, Market Insights Specialist at Vodafone Netherlands
Gerard Loosschilder, Partner and Chief Methodology Officer at SKIM

Gerard was interviewed for the ‘MRMW meet the speakers’ column:

“It is a given that the world is evolving to mobile research, so we’d better be prepared for it. We’ll be discussing two topics. The first is the validity of mobile research: will it give the same results as a comparable study completed on a traditional device, e.g., a laptop? We see that it does, but it is hygiene factor. It becomes already more interesting if we start to accommodate the specifics of mobile research: the smaller screens and the shorter attention spans of the users. We see that we can have equally valid results from our studies if we do accommodate those circumstances, which is encouraging. The last step is to do things that we could not do before, which we capture under the header of “context-based research”: we survey people on the basis of where they are, not just who they are. It makes that we can ask people questions who are conditioned by their circumstances; what they see and experience around them, and how it affects their choices and decisions.”

Our colleague Robin de Rooij also attended MRMW. Listen to his thoughts in this video: