Mobile research - Ipsos MORI - a commercial social research approach
Completion requirements
Sara and Colin from Ipsos MORI office in Edinburgh explain the value and challenges of using mobile tools in social research.
Ipsos MORI Digital Research page
The firm is developing and using a variety of 'digital' techniques across its business areas. including 'mobile' social listening and 'big data'. In this interview they describe the benefits of the mobile as a platform for all sort of research methods, the smartphone now reaches 69% of the population, but also consider the principal challenges - the challenge of getting a representative sample of the population, and the low engagement rate.
Watch the Video interview with Sara and Colin from Ipsos MORI Edinburgh Office