PluggedIN Co-founder Launches MoveMR

Ben Werzinger, the co-founder of online research community specialist PluggedIN, has launched a new full-service research firm called MoveMR, which will specialize in mobile qualitative approaches including digital focus groups, mobile interviews and mobile ethnography.

Werzinger (pictured) set up PluggedIN in 2006, and he and partners Matthew Foley and Lail Brown sold it to research and measurement consultancy StrategyOne in 2011. He previously worked at Harris Interactive for nearly five years, latterly as Director of Qualitative Research.

Based in Rochester, NY, MoveMR will offer solutions including innovation/discovery research, shopping and impact studies, and customer decision mapping; and will apply innovative mobile approaches like scavenger hunts, diaries/confessionals, and 'flash mob brainstorming'.

Werzinger says the MR industry has only begun to scratch the surface of mobile, which has tremendous potential for a range of discovery and consumer decision-type studies. Of his new firm, he adds: 'Our approach is about using the fundamentals of great qualitative research but incorporating new and exciting mobile research tools that ultimately deliver insights. We call the firm Move because our methods move with consumers as they are journeying through their lives. And, ultimately we hope our insights move our clients to do great things and see things in a new light.'

Web site: www.movemr.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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