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.

I remember at the 2010 Market Research in the Mobile World conference in Berlin last year, Frank-Thomas Naether, the Managing Director of NMRC mentioned to me that mobile devices are going to be more and more central in everyone's life. There are many tools available in the market that offer many possibilities to researchers. Like other mobile research experts, he reiterated that mobile research is about 'capturing the moment'.