Content Type:

Glossary

Mobile Market Research (MMR) Definition

A questionnaire or communication which is delivered directly to the respondent via a wireless device such as a cell phone, PDA or tablet in order to gather insight. Sometimes referred to as MCASI (mobile computer assisted self-administered interviewing).

Mobile market research (MMR) refers to the collection of data and insights through mobile devices such as smartphones and tablets. This approach leverages mobile technology to reach participants easily, capture real-time responses and gather data in natural environments, providing a flexible and immediate way to collect market research data.

Who relies on mobile market research (MMR) in the insights industry?      

Market researchers, data analysts, product managers, brand managers and advertisers rely on MMR to gain timely insights into consumer behaviors and preferences. It is particularly useful for companies aiming to understand on-the-go consumer decisions or conduct research with broader geographic reach.

What are key aspects of mobile market research (MMR)?

Key aspects include:

• Real-time data collection: Allows for immediate capture of responses in real-world settings.
• Convenience and accessibility: Enables participants to complete surveys or provide feedback on their own time, enhancing engagement.
• Location-based insights: Can incorporate GPS data for geographic analysis.
• Multimedia capabilities: Supports images, videos and audio for richer qualitative insights.
• Broad reach: Access to a wide audience through mobile devices, facilitating diverse and representative data.

Why is mobile market research (MMR) important in market research?        

MMR is important because it allows researchers to capture authentic, in-the-moment insights, which enhances data accuracy and relevance. The convenience and accessibility of mobile research improve participation rates, while location-based data provides additional context for consumer behavior, making it valuable for targeted and timely marketing strategies.

How do market researchers use mobile market research (MMR)?  

Market researchers use MMR to conduct surveys, diary studies, location-based studies and product testing. By leveraging mobile technology, they can gather responses in real time, observe in-context consumer behavior and collect rich multimedia data. This data helps inform product development, ad targeting, customer experience improvements and marketing strategies.