"It is clear that 2014 is the year that mobile arrived in a big way;" this is a key message from the latest GRIT report, which charts the rise of mobile research as it knocks online communities off the top spot to become the most used research approach.
Since Green Book identified research using mobile devices as the fastest growing methodology in 2011, mobile research has rapidly grown from novelty to a mainstream of market research. In the most recent GRIT report (Winter 2013), 45% of respondents said they planned to use online communities in the future, 42% to use mobile surveys and 36% to use social mobile analytics, leading the GRIT authors to conclude: "The optimism towards these techniques is officially a trend."
The mobile revolution is transforming all our lives in ways we could not have imagined ten years ago. Its impact on the world of market research has been no less revolutionary, with many commentators reporting that mobile has fundamentally changed the relationship between researcher and participant by moving from'questions and answers' to an ongoing dialogue. Some have called it the "democratisation of marketing", as we hand over the tools and the power to respondents.
The skyrocketing uptake in the use of mobile devices is transforming medical market research by offering a tantalising glimpse into the lives of patients and healthcare professionals. Respondents like the convenience of using the device in their pockets and enjoy doing tasks that engage their creativity, and researchers like the high response rates and fast access to accurate, lower-cost data. Yet, to harness the power of mobile and capture genuine insights into participants' behaviour and opinions, researchers need access to a flexible and robust mobile platform.