In the Moment. Perspectives on Mobile Market Research.

Mobile market research offers researchers new options: getting closer to the moment where interesting things happen, capturing emotions as they occur, using photos, videos, audiofiles. It overcomes memory gaps. Richer and more accurate, mobile MR also presents its own challenges - it's a playful, fleeting medium. Market Research surveys need to be designed accordingly. This book examines how mobile can be used, for what types of research needs, and how to optimise the mobile survey participant experience. It is based on expert interviews, secondary statistics, and contains numerous case studies demonstrating the impact of mobile research.