Recently, Jonathan Stephen, Head of Mobile, JetBlue Airways, sat down with the TMRE team to discuss the evolution of mobile research at his company. In his role, he looks at how consumers interact with devices through their interaction with JetBlue.
During the podcast, he gave advice to researchers on how to better serve their clients:
I think there is a lot of research out there, but I think that ultimately it’s good to understand that every industry is different. So, being in the travel vertical it’s good for us to not only understand what pertains to mobile, what types of devices are out there or what is the percentage of saturation by device, but it’s also good for us to understand how users are using their devices today and, ultimately, what they are looking for in the future. We feel that research plays a huge role in that for us. So, we see tons of value there and we will obviously continue to make sure that we keep that as part of our process moving forward.
Few things stand to have as much impact on how we connect with respondents than mobile technology. This year, TMRE debuts a full day summit on Mobile & Technology where we’ll discuss designing the mobile web survey experience, capturing SMS Text based customer feedback and mobile strategy. Best Buy, Coca Cola and InterContinental Hotels Group share how the mobile channel has brought them closer to their consumer and dramatically improve business results. For more information on this summit and the rest of the program, download the agenda.
At The Market Research Event 2012, we unite the world’s top clients and vendors in a collaborative setting and facilitates open, honest conversation about how we can work together more productively. This year, it will take place November 12-14 in Boca Raton, Florida. Register today and save 15% off the standard rate when you mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.