by Palanivel Kuppusamy
In Mobile Market Research, let’s not get stuck with discussions on mobile vs. online survey formatting, Question types and Logics. While this topic is relevant and important, the success of Mobile research is in the “When” and “Where” we engage with consumers. In-the-moment surveys, Passive data collection, Geo fencing, In-app experience, Game-like experience are different ways that we can innovatively listen and gather insights, while we keep consumers engaged better in the survey process.
Like any new technology, there are people with sceptic views on Mobile MR who are immediately identifying obstacles to success, and there are people with strong optimistic view who are describing a new frontier for MR with limitless possibilities. While both camps have valid thoughts about mobile MR, where is the truth? What is the reality? How is the MR industry adopting Mobile MR? What are the reasons for adoption of Mobile MR?
How can mobile MR push the boundaries in engaging with consumers and in gaining holistic insights? How can Mobile MR go beyond ‘surveys’ and become an ‘insights’ and analytics tool? How do we brew Mobile MR as a new beverage as opposed to just changing the bottle?
My presentation describes the biggest value of mobile MR is, how it opens up numerous possibilities to engage with consumers with high relevance, and what this can mean to future MR.
At the upcoming conference on Market Research in the Mobile World on 19 & 20 July in Atlanta, I will share with you our experience on how we have helped retailers such as Best Buy to gather real-time customer insights successfully using our innovative mobile applications.
| Pala founded iPinion in 2010 and has built a high performance team to make it a leading Platform for Consumer Insights in the Mobile world. Prior to iPinion, Pala has founded and led Dexterity as the CEO, making it a leading service provider in Marketing and Customer Informatics space. Dexterity has earned many awards and honors including "Technology Fast 50 India” and “Technology Fast 500 APAC”. Pala earned his degree in Engineering from the Government College of Technology, Coimbatore and his Management Post Graduation degree from the Indian Institute of Management. |
