Mobile research goes to the game

This paper details the development of a mobile research platform to better understand the relative effectiveness of media channels, and gives case study examples of the impact of this method in the US and Australia.

Mobile research goes to the game

James BurgeResearch NowSally Joubert and Georgia PhillipsLuma Research

Introduction

The rapid advances in technology over the past decade have changed the way we interact. Whether it is on a personal level or the interaction between brands and consumers, technology has opened up so many more opportunities to reach out to each other.

One of the major advances has been the rise in the use and the capability of mobile phones and this is particularly evident in the Asia Pacific region. APAC has the highest percentage of smartphones globally (76%)...

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