Qualitative insights on-the-go

Date of publication: May 13, 2014

Company: GfK Group

Abstract:

We'll demonstrate how we conducted a mobile qualitative study across 10 Asian countries that allowed us to be with our participants during their working hours, a time of the day that is usually hard to penetrate for researchers. We've chosen eating on-the-go as subject of our research study: a topic area that allowed us to really "pressure test" the method and technology used. Our findings are very encouraging and clearly indicate that this approach and the technical setup is very suitable for the entire region and that it provides valuable and highly granular insights. We'll share and discuss our detailed findings and the methods used.

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