Introduction:
Mobile is a powerful tool to capture consumer insight. Now, we can also use mobile technology to capture emotional responses to media, mobile websites, advertising and more.
In this award-winning* white paper, we explore the various innovative uses of mobile devices that create opportunities for fundamental innovation in the consumer insight market.
More specifically, we examine:
- how marketeers can objectively measure emotion via mobile;
- how marketeers can measure emotions unobtrusively and cost effectively via mobile;
- how marketeers can measure emotions globally and at scale using mobile;
- how mobile emotional measurement can be combined with other forms of passive mobile measurement;
- how marketers can quickly validate mobile and emotional methodologies at a low cost using the minimum viable product approach;
- and more.
(*) Voted ‘Best Methodological Paper’ at the ESOMAR Congress 2012 conference in Atlanta, Georgia.
