Mobile Marketing Research: Can Surveys Keep Up in On-the-Go World?
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for the AMA’s magazines and e-newsletters.
Matt Dusig, a connoisseur of mobile marketing research, was confused. As CEO and co-founder of uSamp, a Los Angeles-based provider of technology and survey respondents, Dusig met with a research firm that uses 10-year-old portable devices without Internet connections in their studies. The company mails the devices to respondents, who use the machines and send them back. Then the research firm plugs in the devices to download the data. “I was shocked,” Dusig says, “You could build an app, and everyone could install the app, and you’re done.” The proliferation of smartphone apps and technological capabilities indicates that the world is going mobile, but is research lagging behind?
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