Browsing: Synovate

Mobile research: new platform, new thinking, new opportunities

Although mobile research is sometimes considered the new kid on the research block, it has actually been available to researchers for a decade. In fact, the first SMS mobile survey was conducted by Ipsos twelve years ago. Despite this, development of the methodology has been very slow across the industry and even today mobile surveys account for less than 1.5 percent of global industry revenue. However, mobile research is ready to become a key tool in researchers’ (and thus marketers’) toolkits, with the industry predicting mobile surveys via SMS, mobile internet and mobile applications will be the biggest areas for potential growth this decade. So understanding the opportunities and developing the right techniques is the recipe for success.

Movings/Shakings: November 23

JWT announces a new creative force, Pead PR adds to its brand and digital arsenal, Haystac launches a new events division, DDB gives Adschool pair a leg up, Adi Staite is lured away from self-employment by Synovate, Crossmark opens its Kiwi office, and The Sweet Shop picks a US boss.