Why smart insight comes via smartphones

The rise of personal technology and, in particular, ownership of smart mobile phones has radically changed the way market research can be done.

Introduction

To understand how both existing and potential customers think and feel is the ultimate ambition of many a brand embarking on market research. Gaining insight into people’s motivations, desires and choices is one of the most valuable aspects of this part of the marketing mix – one that influences and permeates throughout a product or service’s marketing and advertising.

But great changes have swept through the world of insight and impacted the way people can – and will – respond to questions. One of the most significant of these has been the rise of personal technology and the near...

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Insights Team
Bray Leino

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