Market researchers advise clients on branding all the time. But where are the truly engaging brands in MR? Keen as Mustard Marketing headed down to ESOMAR Congress to look at the implications of “Brand MR” in the present and what we can work towards in the future.
Mobile research is developing into a method that delivers high-quality results across a much broader range of research applications. To understand how and why mobile now seems to be coming of age, we talk to four innovators in the field about how they see mobile evolving into a high quality and dependable research method.
Alex Johnson, head of innovation at Kantar Operations discusses testing whether wearables like Google Glass could offer a viable alternative to mobile handsets in collecting data. What are the key advantages and disadvantages of using this technology in market research?
We increasingly use technology to remember for us – phone numbers, schedules and experiences – and whilst it empowers us in many ways, this study demonstrates that it may also be affecting our ability to remember which has implications for marketers, researchers as well as us as users.