The Game of Context: How mobile context-based measurement impacts the future of survey research

The game of context at MRMW Europe

Context is a key influencer of consumer behavior, yet we keep on conducting (survey) research without taking into account these context elements. Demonstrating how a context based survey design gives a more realistic measure of the potential of product concepts. Bringing insights into how in-context measurement leads to better and more predictable data based on an interesting project done in cooperation with DE Master Blenders 1753. Co-presented with Jacobs Douwe Egberts (JDE).