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Practice paper

Using mobile interviews to conduct product evaluations

Pete Cape
Applied Marketing Analytics: The Peer-Reviewed Journal, 2 (4), 322-328 (2016)
https://doi.org/10.69554/QLEN6112

Abstract

Innovation may not necessarily be about doing something new. Often it is a case of simply doing something better, perhaps using new technology. This paper discusses the nature of innovation in market research before outlining a new approach to conducting product evaluations, both shelf tests and in-home usage tests. Simply by asking participants to take the survey using their mobile phones changes the location of the test to better match the real consumption occasion and by asking participants to undertake a shopping mission, one makes the shelf test real. Moving closer to reality is, in the opinion of this author, a means to obtaining better data.

Keywords: shelf test; product test; mobile interviewing; innovation; video; in-the-moment

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Author's Biography

Pete Cape has almost 30 years’ experience in market research. He was a founder member of TNS Interactive in the late 1990s and has concentrated on online research ever since. Working in SSI’s Knowledge department since 2006, he is a frequent speaker at conferences, seminars and training workshops around the globe and a regular contributor to research and marketing publications.

Citation

Cape, Pete (2016, November 5). Using mobile interviews to conduct product evaluations. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 4. https://doi.org/10.69554/QLEN6112.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 2 / Issue 4
© Henry Stewart
Publications LLP

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