Abstract:

Mobile is a valid and useful tool to capture consumer insight. Using mobile, we can reach into most any nook and cranny of the world. More than just traditional research, we can use a mobile device to deliver rich media. We can also capture emotional responses to media. This presentation looks at how we have developed, tested, and proven that we can use mobile as a powerful way not only to test ad recall, but to also evaluate the emotional impact a given ad has on a person or any kind of grouping of individuals.