Qualitative insights on-the-go: A mobile qualitative multi-country study about on-the-go eating habits in APAC

This paper details mobile research into the feelings and behaviours of consumers in 10 Asia Pacific markets: China, India, Taiwan, Singapore, Thailand, Malaysia, South Korea, Hong Kong, Japan and Australia.

Qualitative insights on-the-go: A mobile qualitative multi-country study about on-the-go eating habits in APAC

Norbert Wirth and Susie ZengGfK

Introduction

Globally, and particularly in the APAC region, there is a proliferation of devices allowing fast and easy access to the online world. Over the last decade the internet grew beyond its technical infrastructure, and nowadays it is an important commercial environment and social medium. Digital technology is changing how consumers communicate, gather information on products and services, and how they engage and interact with brands. Consumers constantly use the internet to share emotions, ideas, and opinions on-the-go,...

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