For many, mobile phones transcend every moment of their lives. Consumers in every corner of the world own and use mobile phones. They are omnipresent and often always on. For research, this represents an opportunity for better and more insightful data collection.
Mobile provides access to consumers we wouldn’t otherwise reach, so integrating mobile into research improves our reach and representation of key consumer segments. Research via mobile also provides more accurate and real insight by getting closer to the moment of key consumer experiences and decisions.
At Kantar TNS, we continually evolve and adapt our survey architecture through research on research to ensure it is designed and optimised to deliver the best possible data, target group representation and experience for respondents.