Research in the mobile mindset: Exploring the unexplored in the mobile research space

Despite many attempts to integrate mobile into the toolbox of market research, this paper contends that some dimensions are missing from the discussion.

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...

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