How Mobile is Changing the Role of Marketing Research via The American Marketing Association (source: David Krajicek, chief commercial officer of GfK Consumer Experiences)
We need to harness the transformative power of mobile devices in daily life for research. Our smartphones have become personalized extensions of ourselves, and this creates an opportunity for learning. Specifically, by combining passive and survey data, we can provide a rounded picture of consumers that tells not just what they do, but why.
- What? With its GPS capabilities and always-present status, the mobile phone can help marketers research people at the moment discovery.
- So what? The biggest mobile “miss” is to treat mobile as just another platform, ignoring its inherent intimacy, immediacy, and versatility.
- Now what? By combining passive and survey data, we can provide a rounded picture of consumers that tells not just what they do, but why.