|Author(s): Andrew Till, Flavio Souza, Steve Mele
Collection: Congress 2006 - Foresight - The Predictive Power of Research
Keywords: Mobile /Cell Phone Research
ESOMAR Best Paper Award 2006/2007
|PDF version (download)|
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This paper describes a framework for the use of mobile research, supported by case studies conducted in Japan for a global manufacturer of sporting goods. The approach illustrates how mobile phones provide marketers not only with a powerful survey platform, but also with the means of recruiting highly vertical samples at specific locations such as at events and in retail channels.