Gaining synergy through multi-method research - a Nokia Trends case study

Iván Casas, Gonzalo Peña and Calixto Pérez-Galán

This paper analyzes the combination of online panel surveys and face to face (using mobile devices) fieldwork methodologies.

Gaining synergy through multi-method research – a Nokia Trends case study

Iván Casas and Gonzalo PeñaeCMetrics Inc, United States

Calixto Pérez-GalánNokia Latin America, México

INTRODUCTION

The organization and sponsorship of music events (concerts, festivals, raves) as a marketing and communication tool for mobile devices operators and mobile devices equipment companies has been consolidating during the past few years.

In such a dynamic and innovative segment as the mobile devices industry, music festivals represent excellent devices for brand image, gaining new clients and loyalty.

Nokia has not been an exception. Annually, the company organizes Nokia Trends, a...

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