Bridging the Digital Divide in Qualitative Research in Emerging Markets: Smart Qual Using Smart and Non-Smart Phones in Developing Markets

Mobile enables insights into the "moment of truth" as never before. Despite mobile outnumbering online 3:1 and mobile being the irrefutable future of digital, the global market research industry lags as mobile is yet to become a mainstay data collection methodology.

Bridging the Digital Divide in Qualitative Research in Emerging Markets: Smart Qual Using Smart and Non-Smart Phones in Developing Markets

Navin WilliamsMobileMeasure Consultancy Limited, China

James FergussonTNS Global, Singapore

INTRODUCTION

Mobile enables insights into the “moment of truth” like never before. Despite mobile outnumbering online 3:1 and mobile being the irrefutable future of digital, the global market research industry lags as mobile is yet to become a mainstay data collection methodology.

One key reason for this is an industry bias towards Smartphone-based research studies. In developing markets Smartphones coverage is between 30% - 55%; while in developing markets...

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