The game of context: How mobile context-based measurement impacts the future of survey research.
Context is a key influencer of consumer behavior, yet we keep on conducting (survey) research without taking into account these context elements. Demonstrating how a context based survey design gives a more realistic measure of the potential of product concepts. Bringing insights into how in-context measurement leads to better and more predictable data based on an interesting project done in cooperation with DE Master Blenders 1753.
Presented at the MRMW Europe Conference on Sep 16, 2015 in London by Frans Van Bommel, Market Research Manager at Jacobs DouweEgberts (JDE) and Katia Pallini, Research Innovation Manager at InSites Consulting