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Date of publication: September 17, 2006

Catalogue: Congress 2006: Foresight

Authors: Andrew Till, Steve Mele, Flavio Souza

Abstract:

This paper describes a framework for the use of mobile research, supported by case studies conducted in Japan for a global manufacturer of sporting goods. The approach illustrates how mobile phones provide marketers not only with a powerful survey platform, but also with the means of recruiting highly vertical samples at specific locations such as at events and in retail channels.

Andrew Till

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Steve Mele

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Flavio Souza

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https://ana.esomar.org/documents/choosing-the-right-product