The lowdown on mobile research

This short article discusses how use of mobile touchpoints is reshaping market research, with practitioners attracted by the platform's ability to offer "in the moment" feedback from research participants.

The lowdown on mobile research

Nick HirstDare

We all want to get to the truth about people's behaviour. Often, we're confounded by misremembering, post-rationalisation, and outright lies. Mobile-based market research tools may have the answer.

Using mobile for research isn't new: Ipsos introduced SMS surveys back in 2000. But now, agencies are exploiting smartphone functionality and ubiquity to capture different (often qualitative) kinds of data and uncover new insights. Generally, the idea is that respondents use an app to record video, images and text when they're 'in the moment'. Sometimes they're 'surprised' with questions at a particular time (like...

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