This was originally planned to be the 7th post in a 9 part series by Carrie Robbins, a recent Master’s Degree recipient who did her thesis on Mobilizing Market Research: The state-of-the-art, future evolution and implications of mobile data collection methods in the field of market research. I’ve decided the remaining sections work best as a single post, so I have combined 7-9 into this, the final post in the series. We’re at the end of this great series and we’re going out with a bang! This final post explores some of the variables to consider when determining what mobile research is appropriate for your study, dissects what the mobile revolution means fro market research industry, and gives a series of examples of the major applications for mobile research today. It truly is the “meat” of the series and will enable everyone interested in deploying mobile research to have a solid base to start from. Continue reading »

This is part 6 of a 9 part series by Carrie Robbins, a recent Master’s Degree recipient who did her thesis on Mobilizing Market Research: The state-of-the-art, future evolution and implications of mobile data collection methods in the field of market research. We’re closing in on the finale of this great series and the information is becoming more and more actionable. Today Carrie explores the current accepted best practices and deciphers what it all means to the research industry. This one is a “must read”! Continue reading »

This is part 5 of a 9 part series by Carrie Robbins, a recent Master’s Degree recipient who did her thesis on Mobilizing Market Research: The state-of-the-art, future evolution and implications of mobile data collection methods in the field of market research. We’re more than halfway there and the good stuff keeps on coming! In this post Carrie lays out some of the issues mobile research is going to have to get buttoned up in order to experience widespread adoption. It’s a thought provoking section and brings up some critically important points. Continue reading »

This is part 4 of a 9 part series by Carrie Robbins, a recent Master’s Degree recipient who did her thesis on Mobilizing Market Research: The state-of-the-art, future evolution and implications of mobile data collection methods in the field of market research. In this one, we’re getting into the meat of the matter; what are some of the current limitations of the mobile model and what does the future hold for us as we overcome these limits. Many thought leaders participated in giving Carrie their views and I think you’ll find it very informative.
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The experts believe that the benefits of mobile research include further engaging participants, as well as providing them with increased convenience. Sabine Stork, Senior Partner and Owner of market research firm Thinktank http://www.thinktank.uk.com/, explains, “One of the big upsides of mobile is that you get…unmediated insight into people’s lives…you’re handing over the tools and its kind of empowering I suppose to some extent.” Stork describes it as ‘democratizing marketing’, and Murphy agrees that it enhances consumers’ control over their relationship with a brand. Continue reading »

The background research on mobile methods, detailing the benefits and uses as well as the limitations, give a good indication of why proponents of mobile research urge others to adopt it. Surveys of market research firms have quantified what the industry thinks of this new method (Macer & Wilson, 2009a ; 2009b ; 2011 and Murphy 2011 ), but a more in-depth, qualitative understanding of what leading experts think about the topic could be useful to supplement these numbers. This qualitative approach offers insight into when and how mobile methods can best be leveraged, going beyond the numbers to take an in-depth look into the mobile market research landscape. Continue reading »