Quality mobile research
Steve AugustRevelation
Mobile qualitative research allows researchers to engage with consumers at the point of experience, which has provided valuable insights into how fathers and the US Latino community shop.
One of my earliest ah-ha moments in research came about a decade ago, during a study on, of all things, wireless routers. In the study, participants were invited into a facility room, provided with a computer, a wireless router in the box with all the instructions and given the task of getting a wireless network up and running and connected to the internet. We sat back...