Digital Media & Marketing Summit 2013



It is the conference, I would like to join and be part of this amazing event. I follow Digital marketing institute of Ireland since 2010. They run quite impressive training programmes, part- time, full-time master degrees, Digital Marketing education or career.

Now, they are announcing that they are proud to be sponsoring the Sunday Business Post’s Digital Media & Marketing Summit, which is taking place in Croke Park on March 7th.

Their Managing Director Anthony Quigley will MC the event, while Ian Dodson, our CEO, will be speaking.

To find out more , visit

11 Simple Concepts to Become a Better Leader



You might know Dave Kerpen, CEO of Likeable.

He says that being likeable will help you in your job, business, relationships, and life. He interviewed dozens of successful business leaders for his last book, to determine what made them so likeable and their companies so successful.
All of the concepts are simple, and yet, perhaps in the name of revenues or the bottom line, we often lose sight of the simple things – things that not only make us human, but can actually help us become more successful.  Below are the eleven most important principles to integrate to become a better leader:

The Most Exact Web Clock Ever!



How exact your clock is it? If you doubt, here, there is a beautiful web clock for you:

– It is the most exact clock on the World Wide Web, with an unmatched accuracy down to ±0.005 seconds

– shows the correct time even if your computer’s clock doesn’t

– It has the time for 7 million locations

– Translated into 42 languages, including Chinese, Arabian and Esperanto and more on.

– The calendar tells you how many days there are between selected days

– The meeting planner makes it easy to keep in touch with the ones you care about in other time zones has already been featured on Lifehacker, Mashable, Hacker News and several other sites. timeis

An Interview about Consumer Insights and Strategy

As you know, I am one of the official blogger of Market Research Mobile World.  This year, MRMW Asia will take place in Kuala Lumpur. You can view details about the conference page here.

MRMW blogger Denyse interviewed with  Jit Papneja, Senior Manager, Consumer Insights & Strategy, Asia Pacific for Mondelez (Ex-Kraft Foods global snacking & food businesses). He will be speaking on the first morning at this month’s MRMW Asia conference. His presentation is titled “Energising insight through mobile: how Mondelez leverages mobile research to gain actionable insights”. Having worked in the Food & Beverages Industry myself, as well as heading up several Global Insight functions, I was interested to hear more about Jitendra’s experience in Mondelez.

Denyse: Jit, I can imagine how exciting, but also how challenging, it must have been for a global organisation such as Mondelez to decide to use mobile for gaining consumer insights. Tell me about those early days. What were the biggest hurdles?

Jit: By far the biggest challenge was responding to the request for a representative sample. Way back in 2008, I did my very first Mobile research in China. We were launching Oreo strawberry there and we wanted to get a “real-time” evaluation of our IMC (Integrated Marketing Communications). Since the campaign was a true 360 campaign (TVC, In-store, Outdoor, Print etc.), mobile was selected as the device to get 360 feedback in real-time. Obviously, many of us were skeptical about achieving the target sample due to the low penetration of mobile phones in China at that time, as well as how this would skew our sample.

However, we resolved this concern of a representative sample by recruiting consumers in a usual door-to-door recruitment. This ensured that we got the desired quotas as per the target group definition. The success of this study helped us change the perception among stakeholder about the utility of mobile research. In fact, thanks to this mobile research, we arrived at a few revealing insights that we don’t normally get in regular paper interviews. The most surprising insights were the importance of “in-store display” and “word of mouth” in driving the awareness, preference and therefore purchase of this new product. In a regular paper interview, normally TV adverts come as the most important driver of purchase!

Denyse: So since then you have been using mobile to measure consumer product preferences; is this the only area in which you have done this?

Jit: Not really. In Asia Pacific, we have done mobile research to get answers to several information needs. For example:

1. Recording real-time feedback on marketing campaigns, such as the Oreo Strawberry launch example, I mentioned earlier.

2. Decoding the snacking space by using mobile phones to shadow snack purchases. Using the mobile phone, respondents sent the picture of products they bought as well as the promotions they noticed in-store. They also mentioned the pack size, number of packs bought and price paid. Then a telephone interview was conducted to explore the reasons to go to a store, the categories they planned to buy, reasons for store selection and finally reasons for purchase of products / brands. This way, we could get a comprehensive understanding of snacking purchase behaviour.

3. Getting insights on snacking consumption and purchasing behaviour by using a mobile snacking diary. In this case, we transformed the mobile phone into an ‘always on’ research tool that could  be accessed at any time and from any location, by installing an application on respondents’ mobile phones.

Respondents found this interactive tool quite interesting and we received a much better response rate. Overall findings of the snacking category were in line with what we know from other researches that were based on traditional research methodologies. The research delivered greater accuracy through instant feedback on their consumption / shopping habits and top-of-mind motivations. We were also able to understand the snacking and purchasing behaviours by different time periods across the day.

Denyse: Do the insights gained via mobile differ in any way from other methodologies?

Jit: Thanks for asking Denyse; yes they do actually. Mobile offers a better ability to bring insights to life, through the real-time data capture, as well as the photos and verbatim that the respondents can add. It also provides greater accuracy through instant feedback on the consumption / purchase behaviour and top-of-mind motivations of these. However, at the same time, I have to mention that there are also a few limitations. For example the use of mobile limits the amount of information that can be collected during a project and of course you can only gather responses from those who have mobile phones.

Denyse: Jit, having worked for one of the largest and most successful CPG companies in the world for the past five years, you must have witnessed many new marketing and research ideas being tested. Was the use of mobile the most impactful change or have you seen others.

Jit: Yes, I can definitely say that mobile research is one of them. Other innovative tools that have been very impactful are Eye Tracking and Brain wave mapping.

Denyse: WOW, Mondelez is really at the cutting-edge of new methodologies, Jit. What has been your experience of these? Are you planning to incorporate any of them with mobile?

Our pilots on both Neuroscience (brain wave mapping) and Eye Tracking have been very encouraging. Neuroscience helped us assess the true response (that of subconscious mind) to marketing stimuli (packs, advertisements) and Eye Tracking helped us understand the parts of pack and advertisements that matter most to the consumers.

We would love to incorporate these with mobile but at this moment, it seems a little difficult since both eye tracking and brain wave mapping need customized tools and infrastructure. However I am sure, as technology evolves, there will be a mobile interface as well.

Denyse: Thanks for that Jit. It must be great to work in such a dynamic and forward-looking environment. Speaking of which, my final question for you today is what do you see as the biggest opportunities and challenges for the industry in the coming years, as we all become more mobile?

Jit: I would summarise them in 3 areas:

1. Real-Time: We will need to significantly reduce the turnaround time and deliver insights in near real-time to make a business impact. Mobile can play a very important role in this.

2. Innovation: Keep innovating and bringing in new and better tools to get the pulse of the consumer, shopper and customer in this digital era.

3. Social Media: In a mobile world, Word of Mouth (WOM) or consumer reviews will play a more important role. Today, many consumers first search for reviews before deciding to buy a product / brand. The challenge for marketers is to listen to social media continuously and decode their contents to arrive at meaningful, actionable insights.

World didn't end, but Gangnam Style did hit 1 billion views


It’s broken a number of records — overtaking Justin Bieber’s ‘Baby’ to become the most popular YouTube video of all time — but today it marks another impressive YouTube milestone: the first video to reach one billion views on YouTube.

The most popular YouTube video of all time!!!

The video has topped nearly every viral list it has been part of, becoming Google’s top trending video in its YouTube Rewind retrospective for 2012, leading the most-saved videos on Pocket and even saw Google Chairman Eric Schmidt performing the iconic dance.

Of the billion views, over a third of them originated from a mobile device (over 340 million), while Facebook contributed 45 million via links and YouTube embeds. There’s been over 4 million comments posted, more than 6 million likes (435,000 dislikes) and it has been favorited roughly 1.8 million times.

Start Designing Your Life

I realised that I have reading this kind of books since I am 12. What kind of person reads personal deveopment books at that age of 11-12. Sure, if you do not have enought option to read what you would like to
then you ended up anything else you can get around.

With this post, I tried to show that the designer’s skills can be applied to a wide range of problems—and also that these skills are accessible to a far greater range of people than may be commonly supposed. Designing a life. There is a big difference, though, between planning a life, drifting through life, and designing a life.

We all know of people who go through life with every step preplanned. They knew which university they would attend, which internship would lead to a successful career, and at what age they will retire. Unfortunately, this never works out as planned. And anyway, if you know the winner before the start, where’s the fun in the game?

So, what would you change?

The Teacher’s Apple

A decade ago, electronics and cell phones in the classroom were considered little more than a distraction. Today, new devices such as tablet computers and smartphones are changing this perception. Educators are finding innovative ways to supplement their lectures with the newest technology, and students are beginning to see their devices as essential components of their college experience.

Naturally, major device manufacturers are now battling for dominance in the field. Below, we explore how Apple is winning the battle for education technology and what gives them the edge over the sizable competition in the market.

China at your fingerprints!

China, being the most populated country in the world, has become a hotbed for mobile device and smartphone usage. Consumer, business, and advertiser behaviours are quickly becoming assimilated and adaptive to the mobile gadget phenomenon. Mobile is now the new “cigarette”. Here there is a video created by GroupM Interaction showing facts about Chinese smartphone usage in 2011. [3:40 mins]

Some key facts:
– Android accounted 68% of China smartphones
– 360 million Chinese used the internet on their mobile devices
– 67% of Chinese take photos before eating and post them on social network
– Smartphone users in China check their gadgets every six minutes
– 38% of smartphone users spend more than 5 hours a day on their phone
– 92% of the youth use their mobile phones in the toilet!
– More than 1000 people daily start romantic relationships using their smartphones

Mobile: Are we forgetting to help our clients understand

At the recent MRMW conference held in Amsterdam, Elias Veris from Insites Consulting showed how a mobile MROC application can boost responses and allow observational tasks to be included in community research. In this follow-up article, he discusses how people are using their smart phones and what are the core drivers for using it.

A couple of weeks ago, the MRMW conference took place in Amsterdam. A fine event, with many bright minds talking on how to use mobile as a method. I had the opportunity to present about mobile in MROC’s there too (the presentation is available here) and tremendously enjoyed the discussions I had with many of the other delegates. What struck me however, is how almost all discussions were about the method of mobile, and only very little were about mobile as ‘content’. In other words, how can we in the market research industry help our clients really understand how to use this new era of connectedness in their daily marketing practices?

To kick this discussion off, we have recently conducted a study among 800 + smartphone users in 4 countries (US, UK, The Netherlands and Belgium). Our aim? Finding out how smartphone users use their phone, and what the real drivers are of using it. And, how can brands tap into the power of mobile?

Check the full report here:

Market Research Mobile World Asia 2013, January 29-31 Kuala Lumpur

Market Research Mobile World Asia January 29-31, 2013 Kuala Lumpur
The Most Anticipated Mobile Research Event is coming to Asia!

Dear Subscribers,

I am delighted to be selected as one of the Official Bloggers for the upcoming MRMW Asia conference in Kuala Lumpur! Join us in Kuala Lumpur and explore how businesses are leveraging the power of mobile to gain a deeper understanding of our consumers!

I will be giving you up to the minute updates about the conference from here and in my Twitter account: @Technostrategy. You can also sign-up on MRMW’s Mailing List to keep you on-the-loop!

I am looking forward to meeting you all in Kuala Lumpur! See you there!


This conference is offered at affordable rates that won’t break your budget and will help you to be fully prepared for the changes in the insights and market research industry. JOIN US! Book your place by Nov 5th now AND SAVE 15% Use promo code: AA15

Click here to register:

Hear Kraft, Coca-Cola, Philips, Ericsson, Huawei, Mastercard, SingTel and other leading brands talk about the challenges and opportunities of mobile research.

Hear leading-edge innovators from Kantar, Nielsen, Ipsos, GfK, comScore, TNS, Confirmit, Civicom, Toluna, Cluetec and many other trailblazing firms discuss ground-breaking mobile research methods and technologies.

International speakers and experts include:


With input from senior executives from both sides of the table, the MRMW Asia 2013 conference is specifically designed for CEOs, VPs, Directors, and Managers of Consumer Insights / Market Research, Market Intelligence, Marketing and Branding, and Innovation & New Product Development.


MRMW Asia will provide excellent opportunities for participants to engage in collaborative discussions on best practices, innovation methods, and new technology utilization. Opportunities to network with peers will include scheduled breaks during the conference sessions and a series of fun and casual networking events that will take place on January 29th and 30th.

Energising insight through mobile

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.