Just as the mobile revolution has had a profound impact on society, has created new economic activities and modified existing ones, the marketing research industry has not remained at the margin of all these transformations. As we will see below, mobile technologies have represented new challenges and opportunities for the professionals in the sector, creating new ways to collect data from consumers who participate in market research studies. However, in spite of the advantages that the use of mobile methodologies involve for industry, their adoption and diffusion as a technique to collect information still remains fairly limited. This article includes the data on research methodologies used by the sector and identify the main factors that have influenced the adoption of mobile market research, whether to incentivise or limit their use.
Carmen Pacheco BernalBachelor’s Degree in Market Research and Techniques and Bachelor’s Degree in Business Sciences from the University of Barcelona. Advanced Studies Diploma from the Open University of Catalonia (UOC) and doctoral student in the Doctoral Programme on the Information and Knowledge Society at the UOC. She has been a professor of Economic and Business Studies of the UOC since 2004, where she coordinates subjects in the field of marketing and market research. Since 2014, she has been the Director of the Bachelor’s Degree Programme on Marketing and Market Research. Previously, her professional experience was linked to market research consultancy. Her R+D+I activity is principally situated in the field of digital marketing and, more concretely, in online and mobile marketing research. She has also conducted research activity in the field of virtual training in the workplace and on evaluating the economic, social and environmental impacts of tourist events. She is a member of the R+D+I group DigiBiz (Digital Business Research Group) of the UOC.
