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Mobile messaging apps: 800+ million captive consumers for real time insight

Date of publication: June 15, 2015

Catalogue: Asia Pacific 2015: Asia Means Business

Company:

Authors: Navin Williams, Mark Sismey, Pippa Bailey, Simon Harris, Siobhan Churchill

Abstract:

This paper describes the learnings and insights gained by the novel use of mobile instant messaging app (WeChat) to collect consumer data. Snacking behaviour was recorded to learn how a combination of qualitative, quantitative and observational techniques can be administrated via WeChat to provide powerful method to record real-time consumer consumption behaviour. This paper will share the findings as well as the benefits and challenges of using an instant messaging app to better understand drivers of choice.

Navin Williams

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Mark Sismey

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Pippa Bailey

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Simon Harris

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Siobhan Churchill

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Mobile messaging apps: 800+ million captive consumers for real time insight

Catalogue: Asia Pacific 2015: Asia Means Business

Authors: Mark Sismey, Navin Williams, Pippa Bailey, Simon Harris, Siobhan Churchill

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June 15, 2015

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Citation

Sismey, Williams, Bailey, Harris and Churchill (2015a, June 15). Mobile messaging apps: 800+ million captive consumers for real time insight. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/mobile-messaging-apps-800-million-captive-consumers-for-real-time-insight-


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Citation

Williams, Sismey, Bailey, Harris and Churchill (2015a, June 15). Mobile messaging apps: 800+ million captive consumers for real time insight. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/real-world-real-time-real-results