When I came back from holiday last week and looked at my mail, I was delighted to see that the most recent issue of Research World (the ESOMAR magazine) had a number of articles on mobile research. As I mentioned in one of my previous posts, mobile research has really won me over (see also my report, The Challenges And Opportunities Of Mobile Research for full details). The “anytime, anywhere” aspect of the mobile phone, combined with people's emotional attachment to it, makes it an ideal device for people to share their thoughts and opinions in a research context.
When reading the articles in Research World, however, I feel that the industry is missing out on a great opportunity. The emphasis of the conversation here is on mobile research's methodological challenges, such as sampling, guidelines, and research bias. I agree that there are still some hurdles to overcome with regards to representation, costs, technology, and privacy, but I believe market researchers shouldn't get too caught up in these but should instead embrace mobile phones as a new research channel and look for innovative research approaches.
Has an inflammatory tweet about your brand ever caused a panic in your company’s executive ranks? Has your market research department ever attempted to put into context how representative that one tweet might (or might not) be of your total market? For many companies we work with, the answer to the first question is yes. The answer to the second question is more likely to be “I don’t know.” Well, the time has come for market researchers to understand the implications of social technologies for their role.
After many months of talking up my social market research report on this blog, via Twitter, and with many vendors and clients, my report is now Web live! It’s aptly entitled “How Can Market Researchers Get Social?”, as this was the core question I began asking myself at the very end of last year when I kicked off this project.