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...