This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.
BERLIN: Gen Z poses a challenge for traditional financial brands, but credit card company Barclaycard found a way to engage them and discovered a serious generation focused on preparing for their future.
NEW YORK: Nearly one in three consumers respond to online surveys on smartphones, and using tools like emojis could boost engagement without hurting data quality, according to a paper in the Journal of Advertising Research (JAR).
BANGKOK: KFC Thailand has used mobile consumer surveys to better understand its consumer market, using the data to fuel advertising investment, product testing and a deeper understanding of consumer behaviour.
Anna Hamill, Event Reports, IIeX Asia Pacific, December 2017
KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.
Galbin Holt and Paul Thomas, ESOMAR, Global Qualitative, November 2017
An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.
Will McInnes, WARC Best Practice, July 2017
This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.
This article, taken from the Warc Toolkit 2017 report, looks at the implications for marketers of the rise of 'dark social' seen in recent years through the proliferation of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.
Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014
This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.