ipa datamine ipa datamine series Volume III >>> One step closer to ROI One step closer to ROI >>> Mobile technology improves quality of insights Mobile technology improves quality of insights >>>

The shape of modern life is changing fast and research techniques need to move with the times in order to remain engaging. Our cutting edge research has underlined the potential contribution offered by the new generation of mobile technology, particularly smartphones and tablet computers.

In survey research, tablet computers in particular offer a number of benefits, including:

When collecting self-completion data, smartphones can also offer a more user-friendly, engaging approach.  As with tablets, smartphones enable respondents to submit pictures or videos, which can offer significantly enhanced richness and depth of feedback.  Downloadable smartphone “apps” in particular offer the potential to improve the research landscape by: