Mobile research: The potential of smartphones for understanding consumers

Christian Kugel, Joseph Blechman, Denise Brien, Jeff Vidler and Michelle Darcy

This paper places the opportunity of mobile research in the context of other research methods, analysing mobile research's accuracy, representativeness and how it compares to other collection methods.

Mobile research: The potential of smartphones for understanding consumers

Christian Kugel, Joseph Blechman, Denise Brien, Jeff Vidler and Michelle Darcy AOL, Audience Insights and Vision Critical

Introduction

We are in the midst of rapidly evolving digital behaviors with a substantial increase in mobile traffic and changing usage patterns and habits. Of all digital device usage, 25% occurs at home using mobile. This rapid evolution affects the ability of the Consumer Analytics and Research Team at AOL to uncover fresh human insights for our constituents. This team supports the entire organization with research, analysis and data. This includes the Brand,...

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