Mobile market research could be missed opportunity

A whitepaper from Onepoint Surveys has highlighted the risk that mobile research could become the greatest missed opportunity for the market research industry if it is not handled appropriately.

The paper, written by Dr Tim Snaith, chief research officer at Onepoint, discusses the potential for mobile research thanks to the opportunities it generates around reaching people 'in the moment'.

However, it stresses that for mobile research to be successful, participants must be presented with the opportunity to take part in the way that they want to, not the way that 'the industry' believes they should.

Snaith said: 'For mobile research to take its place as the fifth global research methodology, it is critical that the mobile channel is understood in its own right.

'This understanding and recognising the key principles that will influence its success, and adapting those principles as technology changes, will allow organisations to be able to take advantage of this opportunity.

'Those who fully embrace mobile research will benefit from its distinct success factors: simplicity, cost, convenience and choice for the participant,' he added.

The whitepaper is available to download from the Onepoint Surveys website.

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