Why real-time mobile research makes (dollars and) sense

This paper discusses the benefit of real-time mobile research in understanding rapidly shifting consumer behaviour, by giving a more holistic, real-time understanding of shoppers.

Why real-time mobile research makes (dollars and) sense

Dr. Walter Carl Purchased

Introduction: Surrounded by complexity

The shopper transaction journey has become increasingly complex. Retailers and brand manufacturers struggle to understand rapidly shifting consumer behavior brought about by mobile technologies, such as in-store price comparison, showrooming, and online ordering with in-store pick-up. Further, traditional methods of tracking shopper behavior and purchases are limited in providing a valid and holistic view of these complex processes.

For the 2012 ARF re:think event1, Joan Lewis from Proctor & Gamble argued that the research community missed the opportunity that the internet...

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