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When conducting research, how do you find out how someone is thinking versus what they thought? Time and distance are the two things that keep us from getting closer to what's presently happening. However, with mobile market research, we can get closer with real-time data. Rick West, CEO and Co-Founder of Field Agent, presented this topic at the 2014 IIeX (Insight & Innovation Exchange) Conference and will help you understand how Mobile Research allows you to capture insights from consumers via qualitative methodologies that were not possible a few years ago.