Billion Dollar Baby: Leveraging Mobile Technology for Research Applications in India
Madhumita ChakrabortyConsumer Insights, PepsiCo International (Beverages BU), India
Sandeep AroraDatamatics Global Services, India
India is characterized as a country with several countries within it. The multiplicity of languages and ethnicity, geographical spread, low literacy levels and a large rural audience brings operational challenges to reaching India's diverse audience.
The exhilarating growth in mobile phone penetration offers marketers and researchers an opportunity to tap into this burgeoning and fast evolving Indian audience – in a time-efficient and cost-effective manner. Yet adoption of mobile based research has been...