Sign into My ARF
Research Quality + Mobile Joint Forum
Time: 2:30-4:30PM (reception to follow)
THE MEASUREMENT MANDATE: Interpreting Quality in Mobile Research
Ready or not to embrace the future, more and more consumers are taking surveys on smartphones and tablets that were intended for large computer screens in the home. This poses a challenge to data and research quality, but also presents an opportunity to capture unique insight in ways that only the mobile platform can. Buzzwords like "passive," "locative," and "emotive" are harbingers of new and transformative approaches, some very rich with insights.