Market researchers mull mobile, seek improved data handling

Just as the market research landscape previously moved from telephone to online, the impact of mobile and its application as a research tool is now being hotly debated. With new methodologies regularly hitting the market research space, their perceived value by marketers doesn’t always match the hype.

For perspectives on the potential impact of smartphones for the collecting of consumer insights, we’ve spoken to research decision-makers across the CPG sector.

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