The Great Market Research Debate: Are mobile insights better than online?

This article explores the argument that mobile research gives more accurate insights than online research, with a three-stage study reaching the conclusion that it does.

The Great Market Research Debate: Are mobile insights better than online?

Ben Leet and Edward Appleton

Introduction

Momentum around using mobile technology for market research is gaining pace, but not as quickly as it should. That's because increasingly consumers, our respondents, are living their lives on their mobile devices. In 2014, mobile internet usage overt