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

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...

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