Using WAP Phones to Conduct Market Research

Joel Down, Gary Bennett and Richard Matthews

In July and August 2000, MORI and Nokia carried out trials using WAP (Wireless Application Protocol) mobile phones to conduct market research, to test the viability of mobile internet as a research methodology, and to explore the usability of a WAP mobile phone interface.

Using WAP Phones to Conduct Market Research A report on the prelimiary trials

Richard Matthews Marketing Research Team Manager for Product Development, Nokia Mobile Phones, United KingdomGary Bennett Associate Director and Head of Telecommunications Research, MORI, United Kingdom. andJoel Down Associate Director and Head of Web Site Evaluation Research, MORI, United Kingdom.

INTRODUCTION

There has been much debate recently about the use of interactive technology for conducting market research. Specifically, the discussion has centred around the use of the internet as a research medium, though this has almost exclusively focused on the personal computer...

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