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...