Why Read This
Mobile research is still limited in uptake, but it will gain momentum in the years to come as mobile Internet penetration grows. Its mobility and flexibility offer consumer market research professionals new ways of setting up research and gaining insight into consumers' behavior — anytime and anywhere. Current examples include location-based research, mobile ethnography, and mobile brand and advertising tracking. There are still some hurdles to overcome with regards to costs, technology, privacy, and representation, but in time, mobile research will drive research innovation. Market researchers should start experimenting with this new methodology sooner rather than later, especially when targeting hard-to-reach audiences like youth and ethnic minorities.