Mobile research at the speed of future: Shifting outdated mindsets

Anibal Cantarian

This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.

Introduction

As we all know, technology and reality are affecting our lives and those of our consumers and, why not, informers. We cannot deny our growing difficulty in finding respondents willing to devote time to answering our surveys. There are many reasons:

  • People are busier, more and more women work and people have less free time and more sources of entertainment
  • Smartphones and technology have produced changes in the way we communicate and in daily habits.
  • Security is a hot issue in Latin America. Having somebody opening their door to answer a survey is becoming more and more difficult. This...

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