Using mobile interviews to conduct product evaluations

Pete Cape

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 4, 322-328

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/4276/download/ (application/pdf)
https://hstalks.com/article/4276/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:4:p:322-328

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().