Combining mobile research with online questionnaires and forums for real-time experience tracking

Tak Ha

A case study covering MESH Planning's work with Sony in the UK, with activity focusing on the launch of a new digital camera.
Sony employed real-time mobile research, involving participants keeping diaries over a period of a fortnight. This mobile activity was supplemented with online quant surveys before and after the research period. Mobile was useful in revealing the power of word-of-mouth in purchase decisions. This Warc paper was originally a presentation given at Warc's Online Research: Now and Next 2012 conference....

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