Innovation in market research: Examples from Ericsson, Heinz and HP

This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups.

Innovation in market research: Examples from Ericsson, Heinz and HP

Low Lai Chow

Market researchers and insights professionals are used to tracking the impact of new technology on consumer behaviour, but must also address how the same disruptive forces are reshaping their own industry.

As presentations from Ericsson, Heinz and HP at Qualitative 360 – a conference held in Singapore in November 2013 – showed, the various new tools on offer may ultimately provide a deeper and more meaningful understanding of shoppers than ever before.

Ericsson taps mobile apps

As a largely business-to-business operator, telecoms group Ericsson often uses information...

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