Making the case for mobile research: Tips from Johnson & Johnson
Stephen WhitesideWarc
Meghan Ludvigsen has a warning for any marketing researcher hesitant about using mobile to better understand consumers.
"We are getting to the point where you have to do it," Ludvigsen – manager/global strategic insights for Clean & Clear, Johnson & Johnson's teen-focused skincare brand – told delegates at the Market Research in the Mobile World (MRMW) conference in New York.
"Twenty to thirty percent of surveys these days are what we call 'unintentional mobile' – where the respondent is actually accessing your survey from...