Research in the mobile mindset: Exploring the unexplored in the mobile research space
Anouk Willems,Annelies Verhaeghe and Elias VerisInSites Consulting, Belgium
Introduction
2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and online sources like Mashable report that in the United States alone, the app economy has created about half a million jobs (Mashable, 2012) in only five years' time. In the slipstream of this, the market research industry has a close eye on the ball. Both on the technology and the methodology side, we see that our...