Summary
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour. The methodology included a qualitative stage to capture a broad range of 'mobile 'moments' and then a two-pronged quantitative stage that surveyed smart phone users and tracked their device usage via metering technology. The 'mobile moments' uncovered by the research were then divided in into seven segments: accomplish, socialise, prepare, me time, discover, shop and express myself. 'Me time' accounts for most (46%) of all mobile usage and is discussed is some detail. Analysis revealed that the same app or website can fulfil different needs in different moments, indicating that consumers are using apps and websites to fulfil non-intuitive needs (e.g. online shopping sites could fulfil both 'shop' and 'me time' moments). Equally, a lot of mobile usage was found to occur in the home, questioning the assumption that mobile use is all about consumption 'on the go'.

Summary
This paper reports on research into social media habits in Asia, with a particular focus on mothers and Generation Y (Gen Y) consumers in Singapore, a nation found to be avid users of social tools and platforms. Eight key findings for Gen Y are listed and include: friends and family are more influential than online reviews; they distrust advertising; they are motivated by entertainment and everyday life, rather than self-improvement; and they are active video watchers. Key finding among mothers include: they seek expert opinions online; they use the internet and social media to connect with their kids; and they go online to be 'me' as well as a mother. The paper concludes with some implications and practical advice for brands.

Summary
A report from Datacentric, an event organised by Warc. Among the major themes discussed by presenters are: that the rise of "big data" has helped firms to tap new sources of information about customers, giving them the ability to optimise communications in real time; that clients are using online data in a variety of ways, and with varying degrees of success; and that the regulatory environment, particularly for web cookies, is likely to get considerably tougher in future.

Summary
This paper explores a new framework for insight generation, based on four distinctive but overlapping types of insights: discovery insights, predictive insights, explanatory insights and transformational insights. It argues that qualitative and quantitative techniques can generate each type of insight on their own, but the likelihood of generating insights increases exponentially when qualitative and quantitative techniques are thoroughly integrated (as opposed to simply "combined" in a research effort). The paper asserts that the two approaches have complementary strengths and weaknesses, and are subject to different interpretation biases, and that both can learn something from each other about identifying and mitigating these biases.

Summary
A conference report from a Future Foundation event, held in London. The main themes of the presentations are: the UK consumer mindset has changed with the onset of the credit crunch and the economic downturn: money has become more important than ever, for example; despite the economic and political turmoil, people remain more reactionary than radical – though they remain angry about local, day-to-day issues. According to the Future Foundation, societal trends to look out for include increased numbers of ordinary people apeing the habits of the mega-rich – buying the "decaf version" of high-end goods and services – and the rise of next-generation smart vending machines.

Summary
Consumers in BRIC markets account for nearly one-third of the world's online population and experiment with social media more broadly than other consumers. Market researchers hoping to use the internet to attract, involve, and learn from these consumers need to provide settings and formats that maximize engagement. In this multinational study, we describe differences in engagement, conversation topic, and quality of contribution by country and explore those conditions that lead to the greatest vibrancy and quality. We also identify best practices for recruiting and engaging online community members, implications for generating actionable insight, and specific "to-do's" and case examples.

Summary
Researchers are trained to take "pre" and "post" measurements. mobile apps now enable us to measure "the moment" as well. During the British Royal Wedding, respondents shared these moments with Ipsos and Sky News. This presentation describes how traditional opinion polling, online social listening and mobile applications can be combined to gain a "360 degree view" of people's experiences. It shows how smartphones - and consumers' love of sharing what they are doing - present new possibilities for researchers.

Summary
This paper reviews the current state of use (and value) of quantitative research in advertising. It concludes that the value of quantitative research is well established but use is less than might be expected based on value. The authors discuss the reasons for this difference in value.

Summary
In his editorial, Trevor Sharot discusses the history of surveying for market research and the difficulties that are posed modern-day.

Summary
Quantitative research is essential for business because it is robust, representative and `real’, but too often fails to engage with clients because of poor presentation. This paper discusses why this happens: the remedy is to bring the data to life by appropriate visuals and storytelling techniques. Quantitative research is about real people, but too often the real people are removed, being replaced by meaningless statistics. Clients increasingly have low attention spans and desire instant immersion; unless the presentation can bring the story to life, it will be quickly forgotten. Reasons why quantitative finds this difficult are reviewed: tight timing, the frequent validation role client expectations. Possible solutions: train the right people, link with qualitative (including within agencies), new delivery methods (e.g. digital, video, process blogs, dynamic data).