Mobile Research: iFuture or iFlop?
Adhil Patel and Ryan VersfeldTNS Global Brand Equity Centre
Abstract:
The recent advancement of mobile technology has resulted in a shift in how the mobile phone fits into consumers' lives. The integration of services such as 3G, camera and smart phone capabilities has fundamentally changed how consumers use their mobile devices. What this means for research remains largely unknown.
In this paper, the authors embark on an adventure into the relatively unexplored terrain that the mobile world presents, in an attempt to uncover the benefits and dangers as well as the epic...