Making the case for mobile research: Tips from Johnson & Johnson

This event report offers guidance for executives who are seeking to make the case for using mobile phones as a research tool, based on the experiences of Meghan Ludvigsen from Johnson & Johnson.

Making the case for mobile research: Tips from Johnson & Johnson

Stephen WhitesideWarc

Meghan Ludvigsen has a warning for any marketing researcher hesitant about using mobile to better understand consumers.

"We are getting to the point where you have to do it," Ludvigsen – manager/global strategic insights for Clean & Clear, Johnson & Johnson's teen-focused skincare brand – told delegates at the Market Research in the Mobile World (MRMW) conference in New York.

"Twenty to thirty percent of surveys these days are what we call 'unintentional mobile' – where the respondent is actually accessing your survey from...

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