The lowdown on mobile research
Nick HirstDare
We all want to get to the truth about people's behaviour. Often, we're confounded by misremembering, post-rationalisation, and outright lies. Mobile-based market research tools may have the answer.
Using mobile for research isn't new: Ipsos introduced SMS surveys back in 2000. But now, agencies are exploiting smartphone functionality and ubiquity to capture different (often qualitative) kinds of data and uncover new insights. Generally, the idea is that respondents use an app to record video, images and text when they're 'in the moment'. Sometimes they're 'surprised' with questions at a particular time (like...