Abstract:

Researchers are trained to take 'pre' and 'post' measurements. Mobile apps now enable us to measure 'the moment' as well. During the British Royal Wedding, respondents shared these moments with Ipsos and Sky News. This paper describes how traditional opinion polling, online social listening and mobile applications can be combined to gain a 360 degree view of people's experiences. It shows how smartphones - and consumers' love of sharing what they are doing present new possibilities for researchers.