The Mobile Revolution in Qualitative Market Research

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When it comes to qualitative research, brands have primarily relied on in-person focus groups and face-to-face interviews for years. While those types of studies were effective in the past, they can also be extremely costly, time-consuming, subject to bias, and geographically limited. But thanks to rapid advances in technology, insights professionals can now conduct reliable qualitative research from mobile devices.

Yep, you heard that right.

You can now join consumers on their buying journey – both online and in traditional stores – and experience their reactions firsthand as they use your products in their own homes – all through their smartphones.

Download this eBook to learn:

  • How qualitative market research has evolved through technology.
  • The advantages of digital qualitative research tools over traditional methods, including capturing consumer behavior in-context, in-the-moment, in real-life settings and situations.
  • Best practices in digital qualitative research studies and how to leverage learnings.
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