Abstract:

Everyone is talking about it. Many are experimenting with it. And some are even doing it. Mobile promises to reach more people, in more countries, with faster results than ever before. Mobile is especially relevant in Asia, where countries boast some of the highest mobile penetrations in the world. But is there more to mobile than data collection efficiencies? The answer is an undisputable - YES. Mobile can generate deep insights into the mind of the consumer which, when applied to product testing in particular, will lead marketers to make better decisions about innovation and product development. Based on R&D conducted in Asia, our presentation will demonstrate the power of mobile to elicit in-the-moment consumer responses that capture the fine nuances of the product experience.