The document discusses the use of mobile devices for market research (Mobile MR). It explains that Mobile MR allows researchers to understand people in real-time by collecting data on behavior, sentiments, and experiences using smartphones. Mobile MR provides both qualitative and quantitative data. Some benefits include increased reach, lower costs, and generating more engaging research. Challenges include privacy concerns and ensuring high data quality. The future of Mobile MR is predicted to include more co-creation with consumers and integrating all consumer data into a single online portal.