The 2012 is the year of mobile, and many great market research attempts at integrating mobile in the toolbox have been made. So far, however, there are a couple of dimensions missing in the discussion. this presentation will describe: 1) the benefits of mobile surveying, beyond the tool; 2) the use of mobile in market Research online Communities; and 3) mobile as a topic of research and a huge business opportunity . this presentation will provide answers to these missing dimensions with the aid of case studies of eBay Classifieds and a retailer.
Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide? This paper highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe.