What do wearable devices bring to market research? Are wearable devices like Google Glass viable alternatives to mobile handsets for market research?

This paper discusses the implications and opportunities of wearable devices for market research, given the ability of devices to capture consumer behaviour data unconsciously from a natural vantage point.

What do wearable devices bring to market research? Are wearable devices like Google Glass viable alternatives to mobile handsets for market research?

Alex Johnson Kantar

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Introduction

Wearable technology has received much recent attention, as Google and Samsung launch the first models and early adopting consumers rush to buy; and with Samsung set to release Samsung Glass, its version of Google Glass, the market is considered to be huge by commentators.

A number of fitness-related wearable devices (such as Fitbit or Nike's FuelBand) have been on the market for some time,...

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