This document discusses mobile research and how to effectively capture consumer data through mobile platforms. It addresses common myths about mobile research, such as people not being willing to participate in mobile surveys or mobile data not being representative. The document advocates for catching consumers on mobile where and when it matters most to them through location-triggered surveys, in-store surveys using bluetooth beacons, and immersive home studies using photos and videos uploaded from mobile devices. Examples are given of successful mobile studies in different contexts. The key is recognizing people are increasingly mobile and capturing data in a way that appeals to consumers on the platforms they use.
1. Catching the moving targets
Consumers are going mobile.
It’s not about whether you
You will have to
Pala Kuppusamy
CEO, Research Now Mobile (formerly iPinion)