Why real-time mobile research makes (dollars and) sense

Dr. Walter Carl

Introduction: Surrounded by complexity

The shopper transaction journey has become increasingly complex. Retailers and brand manufacturers struggle to understand rapidly shifting consumer behavior brought about by mobile technologies, such as in-store price comparison, showrooming, and online ordering with in-store pick-up. Further, traditional methods of tracking shopper behavior and purchases are limited in providing a valid and holistic view of these complex processes.

For the 2012 ARF re:think event1, Joan Lewis from Proctor & Gamble argued that the research community missed the opportunity that the internet provided to reinvent ways to do research by simply moving traditional questionnaires online. The ability for shoppers to constantly access the internet and their social networks via their mobile devices provides another opportunity to reinvent the research industry, which is one we don't want to miss.