Pete Townshend once sang about goin’ mobile. Now marketers and researchers are singing the same tune. The trend toward all things mobile continues unabated. This is one of those trends I certainly agree with, but as researchers we need to approach it with respect and understanding. It is not a trend to jump into without first becoming aware of its idiosyncrasies. Two points to ponder include:
Smartphone adoption is the driver behind the trend. Be aware however, that smartphone....