May 22, 2009

A Consumer Market Researcher's Introduction To Mobile Technographics®

an introduction by Reineke Reitsma

Executive Summary (This is a document excerpt)

Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of cell phones in people's everyday lives comes as no surprise, but few companies give careful consideration to the nuances of their customers' cell phone habits and behaviors before developing a mobile strategy. Mobile Technographics® profiles consumers based on their mobile behavior and helps consumer market research professionals ask the right questions to understand their customers' mobile behavior and to support marketing and product strategists developing an appropriate mobile strategy.