Jun 12, 12:00 AM UTC 

| Online


The Mobile Consumer: Assessing the Marketing Opportunity


MSI is pleased to launch its “for-members-by-members” webcast series with a lunch-time presentation by Millward Brown’s Jayne Dow and Joline McGoldrick on “The Mobile Consumer: Assessing Marketing Opportunities.” Mobile presents a huge opportunity for building brands, but it is largely in the hands of consumers who have greater control over when and where they receive marketing messages. There’s an appetite for the right content and message, but an in depth look suggests that mobile users don’t feel that marketing has struck the correct balance in providing what they want.

Jayne Dow and Joline McGoldrick will present insights from Millward Brown’s most recent AdReaction Study. Combining qualitative and quantitative methods from Millward Brown’s specialty practices, the AdReaction study identifies and explores unique mobile audience segments—who they are, how they use mobile, their receptivity to marketing and ultimately, their motivators for taking an action or making a purchase. Based on findings from mobile audience segmentation, the webcast will offer actionable insights to maximize marketing opportunities via mobile and exchange value with the consumer.


Jayne Dow – Director, North America
Firefly Millward Brown

Jayne has spent almost twenty years as a consumer evangelist helping brands create meaningful experiences that bring value in unexpected ways. She leads the integrated strategy and planning work for numerous global blue-chip brands at Fallon, Goodby Silverstein and Y&R. She has also been involved in developing integrated consumer experiences and industry standards since the Internet emerged in the 1990s. Jayne joined Firefly in 2012 to combine her passion for studying human behavior in the real world with her technological savvy. She leads qualitative research—with a particularly interest in digital qualitative methods—and oversees digital innovation at Firefly. Over the course of her career, Jayne has worked with a wide range of clients, including: BMW, HP, Sprint, Target, Discover Card, Citibank, Dell, Sears, and Procter & Gamble. Jayne earned a B.S. in Psychology from the University of North Dakota and completed a post-graduate study on Advertising & Account Planning in the UK.

Joline McGoldrick – Director, Research
Dynamic Logic, Millward Brown’s Digital Practice

Joline was an early member of the Dynamic Logic team, beginning in 2001, and has more than 10 years of experience studying how audiences respond to digital advertising. As Research Director, she currently focuses on emerging technologies and new innovations to test audiences’ experiences with advertising. Joline is a regular speaker and panelist on understanding the digital audience experience and her work has been published in Forbes, Adweek, MediaPost, and Mobile Marketer. Joline is a Phi Beta Kappa graduate of Carnegie Mellon University.

MSI For-Members-By-Members Webcasts

We are excited to announce that MSI is launching a “for-members-by-members” webcast series that will feature talks on topics related to our current Research Priorities. All members are invited to submit ideas for topics and speakers to MSI’s conference director, Donna Peck.

View the recording 

Pricing & Registration

Jun 12, 12:00 AM UTC | Online

Price: $0.00

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