Bridging the digital divide in qualitative research in emerging markets

Date of publication: March 20, 2011

Abstract:

Mobile enables insights into the 'moment of truth' as never before. Despite mobile outnumbering online 3:1 and mobile being the irrefutable future of digital, the global market research industry lags as mobile is yet to become a mainstay data collection methodology. One key reason for this is an industry bias towards smartphone based research studies. Contrary to this industry trend, MobileMeasure partnered with TNS in China to run mobile qualitative and quantitative projects in both urban and rural towns using non-smart phones for instant multimedia insight capture. The effectiveness and efficiency of this technique is ground breaking.

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