Taking mobile to the max in Asia: Its untapped potential to yield consumer insights into the product experience

This paper discusses how mobile research can be used in product testing in Asia to provide more reliable insights.

Taking mobile to the max in Asia: Its untapped potential to yield consumer insights into the product experience

Andrew Steel and David RaoIpsos InnoQuest

Introduction

Product performance can make or break a company's success. While marketing and distribution can drive trial, a product that does not deliver on the key drivers of consumer acceptance is destined to fail in the long-run.

Many large multinationals see product quality and, importantly, preference as a strategic goal to reinforce the value proposition of their branded goods. The world of branded FMCG has its own challenges, as the sector is a...

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