[I published this article a week ago on the MRMW site, but I suspect the topic may be of interest to this group as well. Any feedback is welcome!]
Anyone interested in consumer market research must embrace mobile research. Now.
That’s been the recent theme of various discussion posts, tweets, and articles.
And it is utter nonsense. Here’s why:
Being Credible Means Being Objective
Yes, mobile technology enables cool possibilities. Devices with video capture, video display, location data, touch screens, scanners and voice recognition can be used for both quantitative and qualitative purposes—many of which we have not yet even thought of. But until we have more rigorous testing complete and reviewed, let’s avoid overhyping the meaninglessly broad category of “mobile research.” A good researcher knows we should always under-promise and over-deliver. At this point, we don’t know what we can promise, so we must be cautious and precise.