MRMW Europe Wrap Up: Where Do Mobile Insights Go?

When you envision the future of qualitative research, what do you see? With the rise in smartphones, tablets, and mobile devices, the future of research is increasingly pointing towards mobile. And it doesn’t take a rocket scientist to see why. Mobile research is empowering brands across the globe to leverage portable video to capture consumers anywhere, at any time, during real moments of truth. But creating true value for stakeholders today – the ultimate goal of research – requires you to go beyond data collection, to data immersion. But how do you go about driving such immersion?

Anne-Marie O’Sullivan explored that question at the Market Research in the Mobile World Conference in Amsterdam on April 19, when she went beyond collection to uncover the true value of mobile research. According to O’Sullivan the value of mobile lies in the ability to immerse stakeholders in the data at every stage of the research process – all within a virtual backroom. Within this “backroom,” stakeholders get a virtual window into consumers’ lives, empowering them to become active participants in the data and ensuring they secure just the insights needed to drive co-creation and better business decisions.