Are you paying attention? Mobile research and distraction
Sherri Stevens, Stefan Kuegler, Jorge Alagon and Efrain RibeiroMillward Brown and Lightspeed GMI
Introduction
Mobile devices have opened up market research opportunities. Yet, the anywhere, anytime aspects of mobile data collection can affect research quality with additional distractions and loss of attentiveness. This paper supports a current multi-cell study that evaluates attentiveness and data quality on mobile devices. Data gathered will be used for improving the strategic value of in-the-moment research.
The mobile opportunity
The introduction of mobile into the research environment has created a set of rich opportunities for us...