Abstract:

Everyday in Japan huge numbers of mobile users access the web from their mobile phones. This presents a unique opportunity to researchers and marketers alike to use the mobile internet as a research platform. This paper illustrates with three case studies where the mobile internet is a viable tool used to carry out innovative research. The reach and speed of the mobile internet allows researchers to devise new research techniques. This paper highlights the approaches used as well as gives pointers to the possible future application of this technology to market research.