Last year’s World Cup was the setting for this study on measurement engagement, media consumption and brand purchasing / awareness. Learn about the benefits of mobile ethnography data; a longitudinal study on response rates and data quality throughout the tournament; and the challenges encountered with respect to media measurement in an era of on-the-go mobility.
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'Using mobile digital ethnography to measure the 2010 World Cup' - The Nielsen Company and Techneos (Mobile Research Conference 2011)
1. Using Mobile Digital Ethnography to
Measure the 2010 World Cup
Justin T. Bailey, The Nielsen Company Sean Conry, Techneos
E. Nicole Bensky
Lorelle Vanno
Karen Benezra
Hala Makowska
Michael Link