This paper shares the story of our mobile research evolution from early stages and challenges trough to the current state of play opportunities. This approach is unique because as far as we know there has been little documented mobile advertising research trials. We begin by summarising our initial early studies and then focus oh how we have applied and what we have learnt in two highly competitive advertising spaces. The first is the State of Origin Rugby Series in Australia and the second is the world's most expensive advertising platform, the Super Bowl 2014 in the United States. We hope our findings spark questions and ideas within the industry about how mobile research can deliver richer and more relevant insight for the future.
Mobile research has long been discussed, but now it seems the opportunity and the capability are intersecting. Collaborating with luma Research, this case study looks at the future of mobile, and will explore how smartphone applications impact the approach, conduct, and results of research. the findings indicate that smartphone research is likely to present a relevant and engaging opportunity to the conduct of market research, and has the potential to become one of the main methodologies employed in market research in the short to medium term. Join this presentation as the possibilities that lie ahead of us with mobile research are explored.