Mobile messaging apps: 800+ million captive consumers for real time insight - improving the understanding of consumer behaviour through real time data acquisition

This paper reveals some of the insights gained from a study that used a mobile instant messaging app (WeChat) to collect consumer data in China.

Mobile messaging apps: 800+ million captive consumers for real time insight - improving the understanding of consumer behaviour through real time data acquisition

Navin Williams, Mark Sismey, Pippa Bailey, Simon Harris and Siobhan ChurchillMobileMeasure and MMR

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Preface

This paper describes the learnings and insights gained by the novel use of a mobile instant messaging app (WeChat) to collect consumer data. Snacking behaviour was recorded to learn how a combination of qualitative, quantitative and observational techniques can be administered via WeChat to provide a powerful method to record real-time consumer consumption...

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