Abstract:

In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By surveying shoppers in Sweden close to the in-store experience, Google and Ipsos was able to get new, detailed insights regarding the new digital shopping experience. Using an innovative combination of mobile surveying and geo data, the research project was able to collect data very close in time to the actual behavior.