Is mobile causing an identity
crisis for MR?
Online dashboards
can help to build
a true partnership
between MR
companies and
their clients.
a strategic move
from a clientsupplier to partnerpartner relationship.
This business
relationship is built on
trust between both
parties.
Smartphones and tablets have
quickly become part of everyday
life with both young and old at
ease with using apps to shop,
bank and even conduct business.
But while Market Research
clients are embracing mobile
technology, the industry itself is
trailing behind in adopting what
is now recognised as a standard
operating tool within most
organisations.
Will voice of the customer
replace MR?
There is no denying newer
market entrants, particularly
those in the Voice of the
Customer arena, have used
innovative
technologies
to
leapfrog some MR organisations.
Because,
frankly,
the
days
of
sending
complicated
spreadsheets to a client and
leaving them to digest the
results are long over.
Firstly, multiple column tables
cannot be accessed on a mobile
device and, more importantly,
they do not give the ‘instant’
access to reports that today’s
end users demand.
Solutions providers are also
moving away from traditional
MR tools and focusing their R&D
efforts – and investment – on