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The mobile phone has long been touted as "the next big thing" for research. But beyond the technical advances, improved coverage and practical experience acquired, there is a new stimulant: market demand. Research respondents simply aren't engaging through traditional techniques the way they used to, and the mobile phone meets their demands for convenience and the ability to select the time and place to share their opinions. Drawing on learnings from Globalpark's annual Mobile Research Conference, research-on-research and practical experience, Globalpark and Fly Research outlined:
. What mobile research is and why it's important
. The opportunities and challenges it presents
. The importance of mobile panels
. Real-world examples of applied mobile research
. Best practices to reap rewards and minimize risk
Research and case studies have shown that mobile can be the best (and sometimes only!) way to capture feedback from individuals, and engage them on a more personal level for enriched insights.