Going Mobile in Media Research
"In the future almost every consumer will carry a research device for 19 hours a day. Researchers can communicate with them at any time, ask questions, receive images, videos and location information to collect `in context' feedback at the exact point of experience."
Ten years ago we would have laughed at someone saying this - but today, that time has come.
The time is now right for mobile research because improved coverage and penetration of mobile phones enables us to access more research participants. Furthermore, consumers are using their phone to do much more than make calls and are more accepting of its multi-functionality. Indeed, feature rich mobile phones are becoming more available and affordable, while access to the internet is becoming cheaper, faster and more reliable. The iPhone has led the way in usability and has created the mobile app revolution.
