Abstract:

It has until now been difficult to conduct large-scale studies in emerging markets efficiently, quickly and accurately. Whereas mobile offers the perfect platform to do that, it has not yet been fully embraced by the market research industry. In this paper, we demonstrate that it can and should be more widely. We chose a particularly difficult subject matter- diabetes in China: China for obvious reasons of size and complexity and diabetes because people suffering from the disease are a narrow target group (as opposed to the broader group of those at risk). We chose this case study to demonstrate the power of mobile- if it works here, it works anywhere.