Abstract
Overview: This paper describes mobile market research applications (MMRAs), new Voice of the Customer (VoC) tools that take advantage of the ubiquity of smartphones. MMRAs provide an efficient and effective method of collecting intimate, in situ data from customers, allowing traditional VoC approaches to be augmented with digitally captured data. MMRAs can thus reduce ambiguity in the fuzzy front end of the innovation process by providing access to data from likely customers from the earliest stages of exploration. To benefit from MMRAs, however, organizations must move beyond a traditional mindset: the adoption of an MMRA requires teams to be restructured and projects reorganized to accommodate the new methods enabled by the tools.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
