How Coca-Cola, Standard Chartered and SingTel are using mobile research in Asia
Low Lai ChowWarc
Traditional market-research techniques often suffer from a simple, but significant, problem, according to Maharaj Singh, Coca-Cola's marketing strategy and insights director for India and South Asia: "People do not remember. They may not have the mind-space to remember every single thing which we ask them," he told delegates at the Market Research in the Mobile World Asia Pacific conference.
"Typically, the kind of questions we ask them – and what we're talking about – is: 'When do you consume a brand? Who were you...