Mobile Market Research

Jessica Letizia and Mi hui Pak

What is Mobile Market Research?

ESOMAR (2012) observes that the growing use of mobile devices has introduced new research methods. "These include online surveys, passive data collection, geo-location and geo-fencing applications, open ended mobile contextual data, online diaries and other forms of mobile ethnography where respondents record everyday movements, sometimes taking advantage of portable photographic and video technology."

Mobile Market Research Industry

Results from a Macer and Wilson (2012) survey found that "despite the attention it received at industry events, 'self completion using mobile devices' is a minority mode with 11% of the survey respondents saying that their companies offered it":

Figure 1: Research modes practised, current year