Mobile devices enable consumer researchers to gain information from consumers „in the moment“. This allows researchers to take the context in which a product is consumed much more into consideration than traditional methods which are relying on questionnaires and lab testing. According to Ludovic Depoortere, a combined mobile and lab research will produce more differentiated and meaningful information for the product development. And the next big step in consumer research is already on the horizon: virtual reality. (In the longer version Ludovic talks in more detail about virtual reality and its effect on consumer research.)

Long version (15 min)

Short version (7 min)