The proliferation of mobile technologies offers a wealth of innovative research avenues. Traditional research methods can be adapted to the mobile environment, and there is the potential for effective real-time data collection. Research opportunities exist beyond the smartphone device, and there are new grounds for deeper qualitative insight and participant-centric methodological approaches.
Mobile research encompasses both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.
1. Mobile is improving the accuracy of OOH audience measurement
Ehrenberg-Bass Institute research found that bluetooth technology, which uses wireless connectivity to exchange data across short distances, can successfully track human movement – showing its potential to measure the reach of an outdoor ad or campaign in a non-invasive way, in real time. It can also give researchers unique and anonymous IDs for passers-by, enabling detailed audience measurement.