The Great Market Research Debate: Are mobile insights better than online?
Ben Leet and Edward Appleton
Introduction
Momentum around using mobile technology for market research is gaining pace, but not as quickly as it should. That's because increasingly consumers, our respondents, are living their lives on their mobile devices. In 2014, mobile internet usage overtook desktop internet usage, with 2 billion smartphone users predicted by 2015. So if our industry wants to stay relevant, then we have to follow them.
However, many in our industry remain unsure of the benefit of mobile. Market research agencies worry that their clients...