Delegates at Globalparks forthcoming Mobile Research Conference in London will be among the first to hear findings from a research project that could be the answer to problems that the firm says have previously challenged market researchers. Heval Ceylan, Experience Director at MESH Planning, will take to the stage with Linda Neville, Portfolio Planner at Coca-Cola, to share findings from a mobile research project they worked on last year. Using a three-stage approach they set out to elicit responses in real-time.
The project used the mobile as one research platform to help Coca-Cola understand the various touchpoints that respondents – who had been recruited through an online panel – had with a shortlist of specific brands. The first stage of the research involved an online questionnaire to understand peoples relationships to the brands. Then, using their mobile phones for the second stage of the project, respondents were asked to text whenever they came into contact with one of these brands over a period of a week and reply to a text containing a code frame using four simple characters. These texts provided information about where they saw the brand, how they felt about the touchpoint and how likely that made them to choose the brand next time.
The mobile approach met a number of the key objectives: it provided research findings in real time, allowing Coca-Cola quickly to make changes in their campaign in newspapers as the results were analysed; it was deemed the perfect platform for reaching the target market of 25-49 year old ABC1 respondents; and it was able to capture experiences with the brands being measured, including photos, as they happened.
Conference delegates will gain other useful insights from the project, including how MESH Planning was able to integrate the results of mobile research with those from the online platform; how online diaries were used by the respondents to see what they had submitted; and how the MESH research team was able to instruct respondents in the methodology throughout the project. 
You can register for the event, which takes place from 8 – 9 March, here.