Developing second generation mobile research techniques - How mobile research can enhance the enjoyment of media consumption

A.J. Johnson
Ipsos

Rolfe Swinton
Lumi Mobile

INTRODUCTION: MOBILE RESEARCH 2.0 AND THE POWER OF IMMEDIATE AND CONSTANT ACCESS

Despite the anaemic growth that has characterized the Western world since the economic collapse of 2008, at least one market has not slowed for a moment – the mobile market.

The mobile phone has morphed into what Scott Adams, author of the Dilbert cartoon, describes as the human “exobrain”.1) It is the one tool most people now keep at arm’s reach from the moment they wake up until the moment they go to sleep.

This exobrain aka mobile device is not just an ordinary telephone. It is a super-power endowed multi-tasking tool that is customized by each user to enhance her day. The mobile will remind its owner to pay a bill, wish a mother-in-law happy birthday, call the dentist, take a vitamin, pick up the dog from the groomer. It will help research a restaurant, figure out what time the Tower of London closes, and how much it costs to ride the Staten Island Ferry (still free after all these years). It can allow the owner to check his bank account, check in for a flight to LA, and accept a meeting invite. With the growth of social networks, mobile devices provide the means for 24/7 communication with family, friends, and communities.