Mobile Research: iFuture or iFlop?

This paper from TNS explores what advancements in mobile technology mean for market research, specifically how mobile research could be used to generate better consumer insight.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands