Developing second generation mobile research techniques
How mobile research can enhance the enjoyment of media consumption

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Author(s): AJ Johnson, Rolfe Swinton
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Ethnographic Research, Mobile /Cell Phone Research , Innovation

ESOMAR Congress 2011 Award Nominee - Best Methodological Paper
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A unique mobile research platform that creates flexible and engaging research applications via a toolkit of real-time question and feedback tools is introduced in this presentation. The ultimate mobile research objective is to develop a method that supplies clients with insight and increases participants’ enjoyment of the experience. Our results show that it’s possible to engage and interact with 200 viewers of a TV show for over two hours; moreover, over 70% agreed it improved their TV experience. The presentation addresses new opportunities for the research industry.



Date of publication: 18.09.2011
ISBN: 92-831-0253-3
Order Code: 59664-30
Number of pages: 14

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