Crowds, products and places: how mobile is reinventing market research
In any advertising campaign, it's usually the creative that takes the kudos, but successful creative is backed by market research and consumer insight. And as more and more marketing expenditure shifts into digital, and specifically mobile, so too more and more research is moving in the same direction as technology enables new techniques and the application of older methods at greater speed and lower cost. There were examples of both at MRMW Europe 2016 (Market Research in the Mobile World), held in London in September 2016.