The shape of modern day life is changing fast. In order to engage with today’s consumers, research techniques need to evolve and move with them. The use of mobile phones is just one example of how i to i research is doing this.

The use of mobile phone technology brings real advantages to tracking a number of different channels and activities as it enables evaluation “in the moment”. This is particularly relevant to events and experiential marketing, but can be invaluable in many other ways such as tracking conversations and pinpointing more accurately contact points (touch points) with brand communication.

Indeed, even in the case of fairly standard brand communicational experiences (such as watching a TV ad), only by conducting research at the time and place of the point of contact with a brand can companies really understand the effect of the experience on people’s recall and perceptions of the sponsoring brand. Their thoughts and feelings in the moment shape not only their attitudes, but also their willingness to consider, buy and recommend the brand.

Evaluation using mobile technology can be conducted anywhere, including at events, in-store or in the home.

It can also allow respondents to submit pictures, such as outdoor advertising or promotional material in-store, and can be linked to online surveys, chat rooms / blogs, etc. to offer significantly enhanced richness and depth of feedback.

Another major benefit of conducting mobile phone research “in the moment” is the speed of response, as the feedback is real time and most mobile surveys are completed within 12 hours of the invitations being sent.

If you would like to find out more about the benefits of mobile phone research, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160.