Mobile Internet access, a fast-growing alternative to Internet access on desktop or laptop computers, is highlighted in this study involving on-site mobile data collection. Participants were required to upload a photo of their location, requiring technical aptitude and ability that is currently not ubiquitous. However, the photos alongside survey data takes us closer to fully examining a purchase and consumption experience without interviewer intrusion. The data collected provided insight into differences in coffee consumption across different countries and cultures, but more importantly shed light on research considerations for location-based research on mobile devices. A list of best practices to assist with this endeavour have been compiled.
Mobile Internet access is emerging as an alternative to Internet access on desktop or laptop computers. Members of online panels can receive invitations to surveys on their mobile devices, and data collection from respondents using mobile devices is becoming a reasonable channel for market researchers. This presentation focuses on web-based data collection on mobile devices and identifies a number of challenges in conducting research in this setting. Various options of presenting surveys on mobile devices are reviewed, primarily targeting the common denominator of capabilities, and by reducing the amount of information presented to respondents and the decision space available to them at any given moment in time.