MRMW Europe 2026

Attendees, exhibitors & solutions

Who this event is for

Industry trends

Key trends shaping this market and its wider industry.

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A range of accommodation options near the venue and across key areas.

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Frequently asked

Glossary

1

MRMW

Market Research in the Mobile World, the conference series this Berlin edition belongs to. MRMW programmes focus on how mobile devices, passive data and new research technology change the way insights teams collect and use consumer evidence.

2

Mobile-first research

Designing studies for smartphone completion first, then adapting to desktop or other modes. At MRMW Europe this usually covers in-the-moment surveys, app-based diaries and mobile ethnography rather than repurposed desktop questionnaires.

3

Synthetic respondents

Modelled or simulated respondents generated by AI from existing data rather than recruited from a live panel. Conference discussions tend to focus on where synthetic samples can support exploration and where primary human data is still required for decisions.

4

Passive data collection

Behavioural data captured without asking respondents questions, for example app usage, location, purchase or media exposure data. Insights teams use it to reduce recall error and to complement declared survey answers.

5

Attention measurement

Methods that estimate whether and how long people actually engage with ads, content or communications, often using eye tracking, device sensors or modelled signals. It is used to test creative and media effectiveness beyond claimed exposure.

6

Data clean room

A controlled environment where two parties can match and analyse datasets without sharing raw personal data. For research teams it enables client-side and publisher-side analysis while limiting identifier exposure.

7

Total survey error

A framework that accounts for all error sources in a survey, including coverage, sampling, nonresponse, measurement and processing error. It helps insights teams judge whether a cheaper or faster method still supports the decision at hand.

8

Sample marketplace

A platform where buyers access multiple panel providers and audience segments through one interface. Buyers compare feasibility, incidence, pricing and quality signals before launching fieldwork.

9

Recontact study

A follow-up study that returns to the same respondents from an earlier wave. Recontact and longitudinal designs let researchers track change over time instead of comparing unrelated cross-sectional samples.

10

Qual at scale

Using asynchronous video interviews, text-based communities or AI-assisted coding to run qualitative research with larger and more dispersed samples. It trades some depth for speed and geographic reach.

11

Voice of customer (VoC)

A structured programme that collects customer feedback across touchpoints such as surveys, reviews, support tickets and app stores. Insights teams connect VoC data with brand tracking and operational metrics.

12

System 1 research

Research aimed at fast, intuitive and emotional responses rather than deliberated answers. Common tools include implicit association tests, reaction-time measures, facial coding and other non-verbal techniques.

13

Privacy-enhancing technologies (PETs)

Technical methods such as aggregation, differential privacy, synthetic data and clean rooms that reduce exposure of personal data during analysis. They are increasingly relevant as consent and data-transfer rules tighten.

14

Insights activation

The work of getting research findings into decision-makers' hands through dashboards, knowledge libraries, internal briefing sessions or embedded analysts. It is often the difference between a report that is read and one that changes a decision.