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Smartphones: The Future of Marketing Research in Asia Pacific

Global leaders in marketing research gathered in Kuala Lumpur in January for the MRMW (Marketing Research in the Mobile World) event. This event (which I had the honor of co-chairing), comprising workshops and a conference, highlighted the importance of mobile devices (from feature phones to smartphones to tablets) and the key role that Asia Pacific is beginning to take in global marketing and marketing research.

 

Mobile phones have been seen as the “next big thing” in marketing research for at least the last five years. The logic seemed inescapable, because most people in Asia have a phone, and because people normally have their phone with them, the phone is the obvious way to integrate marketing research into people’s everyday lives. However, until now, three key factors have held mobile marketing research back:

 

Read the full article from Vision Critical’s Ray Poynter on ClickZ Asia