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TLE to Use Mobile Blogs for Research
Australian consultancy The Leading Edge (TLE) has developed a blueprint for the use of mobile phone blogging in research. TLE says the method will result in 'in the moment' consumer insights 'as they occur'.
Not only will clients get feedback faster than ever, but consumers' thoughts and feelings related to a particular product, brand, event, occasion or experience can be captured while they are fresh, and feedback may therefore be more accurate.
'The advantage of using mobile blogging to record consumer reactions is that we get 'real time' responses and in situations where a market researcher couldn't normally go' says Simon Whitcher, who has been leading the project. 'Through this medium we can capture an experience as it occurs' - anything from a migraine to a special moment on a night out.
A typical blog combines text, images, and links to other blogs, web pages, and other relevant media depending on its topic. Mobile blogging is a further extension of this, in which businesses can see exactly what respondents are experiencing in real time via the use of mobile pictures and text. Respondents are instructed to use their own mobile phones to take photos, send in SMS messages and record their responses to a certain product or brand as they experience it.
CEO Mark Sundquist says the MR industry needs to 'think ahead' to compensate for the increasingly fragmented nature of communications and the increasing mobility of society. 'Utilising this emerging blogging technology will help us to deal with these issues by enabling us to capture information in difficult to reach situations in real time.'
TLE is online at www.the-leading-edge.com.au .
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