The Great Market Research Debate: Are mobile insights better than online?

This article explores the argument that mobile research gives more accurate insights than online research, with a three-stage study reaching the conclusion that it does.

The Great Market Research Debate: Are mobile insights better than online?

Ben Leet and Edward Appleton

Introduction

Momentum around using mobile technology for market research is gaining pace, but not as quickly as it should. That's because increasingly consumers, our respondents, are living their lives on their mobile devices. In 2014, mobile internet usage overtook desktop internet usage, with 2 billion smartphone users predicted by 2015. So if our industry wants to stay relevant, then we have to follow them.

However, many in our industry remain unsure of the benefit of mobile. Market research agencies worry that their clients...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands