Mobile Research and the ‘Customer Journey’

The two days of the ‘Market Research in the Mobile World‘ (MRMW) congress – that took place on 18 and 19 April – were filled to the brim with several international experts in the field of (mobile) research sharing their knowledge and insights. Literally from America to Australia and India, researchers have come to show us what the current state-of-play in the field of mobile research field is. One term has been mentioned at least three times during the first day of the conference: the ‘customer journey’. It all comes down to one question: “How does somebody come to buy something?”.

The Customer Journey

The way someone eventually becomes a consumer, meaning they actually buy a product, is the holy grail of the advertising business. Despite the criticism towards online, many advertisers still struggle with similar questions offline: who looks at an ad and what are the effects of that? Others struggle with this problem as well; when does whom experience what? Although steps are being taken in the right direction, questions such as “Why is nobody buying my product while they must have seen my ad?” are still omnipresent.

At present the technology to follow people every day is finally available, there are several apps, employed by different bureaus, to accomplish this. An other development in ‘the industry’ is that ‘tarratives’ are going to play a bigger part in marketing and research. Read the complete article at Greenbookblog »

CC Picture: ‘ALT1040