Abstract:

In an industry including mobile technology, using traditional research methods for capturing consumer behaviour and insights (even those relatively new such as online qualitative and quantitative studies) is not enough nowadays. Nokia is trying to explore new approaches to consumer studies by combining the new innovative research ways with the available tools of reaching consumers in digital marketing, social media marketing, search engine marketing and CRM. This allows them not only to capture the consumer behaviour / reaction most precisely and in real time, but also to be more efficient in terms of timings, costs, avoiding problems of panel quality, etc. Exploiting such platforms also provides the opportunity to simply be closer to the consumers.