In Brief

Tim Stock's presentation for the upcoming Market Research in the Mobile World Conference proposes a new market research model and strategy to better address the shifting role of 'mobile'. Enter Expressive Research.

 

Our attention was recently caught by a presentation developed by Tim Stock of scenarioDNA, proposing a ‘New Era of Expressive Research’ as a strategy for addressing the changing needs of a mobile world. Essentially, the presentation covered how, when and why we access data and content now that mobile is experiencing a shift, with data moves from living ‘in’ any single device (be it your mobile phone, your laptop or your tablet) to living in the cloud. The increasing mobility of content, coupled with data and content’s evolving role in our lives and culture requires a different approach in how ‘mobile’ is evaluated in market research.

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