Water Wows: Tapping the unleashed potential of mobile phones

Piyul Mukherjee and Pia Mollback-Verbic

The increasing access to high tech 'smart phones' by consumers from the developing world means that qualitative research no longer needs to stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews, in depth interviews, or even physically present ethnography.

Water Wows: Tapping the unleashed potential of mobile phones

Piyul Mukherjee and Pia Mollback-VerbicQuipper Research

INTRODUCTION

In the rapidly changing and demanding market we operate in, there are multiple forces that we researchers are all a part of. In order to survive, and in pursuit of a healthy bottom-line, clients increasingly seek global markets that stretch beyond the place of origin. As markets and their consuming powers expand globally, there is an equal thrust to pare costs to the minimum, more so in the midst of a global recession.

The seven emerging markets – China, India, Russia, Indonesia, Mexico,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands