Abstract:

Next to the discussion on opportunities and limitations of mobile market research, the report focuses on results of a qualitative trend study supported by new mobile and web-based technologies. Over the period of four weeks, undergraduates participated by taking trend snapshots in their own social environment via their mobiles` cam function and furthermore sending these directly to their personal web diary. Aimed at drawing a comparison with classical methods, the respondents were also requested to complete a traditional paper pencil diary.