• Conducting market research via mobile phones or tablet computers offers the advantage of probing attitudes or investigating processes closer to (or even during) the actual experience, from attending an event to shopping for a product or service, or using a product at home, work or beyond.
• Consumers’ experiences are fresh and responses will be top-of-mind, immediate.
• Certain target groups prefer this method of communication and will respond more effectively versus other market research methods.

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