Has Mobile Market
Research finally
arrived?
Often insight experts love to
flirt with new methodologies
but don’t seem to let go
traditional
approaches
– is it feasible to sustain
without embracing change
especially in context of
Mobile MR?
Navin Williams: Flirt is quite
a good way of putting it. For
years we have been hearing
Mobile MR is coming with little
evidence of it other than the
occasional
flirting.
However
Mobile MR is now being pushed
to the forefront with consumers
having a full on affair with their
phones 24/7. With this love affair,
clients have increasingly started
demanding flirtatious insight
experts to look more closely at
Mobile MR.
Can
small
enterprises
leverage the power of
mobiles? If so what advice
you will offer to companies
still
clinging
to
old
methodologies?
Navin Williams: One of the
things that will happen with
the growth of Mobile MR is the
democratization of research.
The impact of volumes will
make Mobile MR affordable for
practitioners big and small to
be part of the Mobile MR pie.
Then it would get increasing
hard and irrelevant to hold onto
old methodologies. As I like
to keep repeated stating and
asking “your consumers have
gone mobile – has your market
research?”
Which
3
areas
need
immediate
improvements
in
the
mobile
market
research
domain
–
especially in context with
rapidly changing business
dynamics?