The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

‘Wow – Ray Poynter and the team have done it again! Without a doubt, mobile has changed the relationship between brands and customers and this is changing how market and social research will need to be conducted and delivered. The Handbook of Mobile Market Research is both timely and an invaluable resource for marketers and researchers of all ages and experiences. A practical guide that does not get bogged down in technology speak, but focuses more how to get things done and addresses the tough but important topics such as ethics, incentives, and the challenges of “in the moment”. It will become an essential reference guide with practical tips and tricks for success (my favorite tip is “don't collect more data than can be analyzed with the resources available!”).’

Peter Harris, EVP & Managing Director, Vision Critical Asia Pacific

‘Poynter, Williams, and York have created an incomparable primer, truly the first of its kind, for the use of mobile technologies in the practice of market research. The Handbook of Mobile Market Research provides a deep-dive into mobile as an emerging marketing measurement and data collection platform, while also providing a holistic view of current and future opportunities for marketers as mobile and cross platform research methods continue to evolve.’

Kristin Luck, President and CMO, Decipher

‘Ray Poynter does it again in The Handbook of Mobile Market Research, this time with the aid of co-authors Sue York and Navin Williams. Drawing upon decades ...