Using mobile for market research in Africa: Insight on incentive-driven behaviour

Harman Johar and Al Ismaili

This paper provides key learnings for the use of mobile surveys in developing markets, particularly Africa, and is based on a series of experiments in Kenya exploring how best to use incentives.

Introduction

Mobile surveying is a new tool in the researcher's kit that is rapidly evolving. Following in the footsteps of other new technologies, mobile's use and limitations are being tested in the field and R&D departments around the world. Nowhere are its benefits as useful or highlighted than in the emerging markets. Accessible to the full Living Standard Measurement (LSM) spectrum, able to penetrate remote or dangerous regions, and cost effective to deploy, mobile tech is opening up a whole new geography of consumers and demographics.

This document covers the take away learnings from a string of experiments in which...

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