ESOMAR/GRBN Guideline on Mobile Research

Reg Baker
Guy Rolfe
Simon van Duivenvoorde
Kathy Joe
Steve Gutterman
Betsy Leichliter
Oriol Llaurado
Peter Milla
Paul Quinn
Lisa Salas
Michael Schlueter
Navin Williams


This new Guideline on Mobile Research aligns global policies with developing regulations and technology and the latest international developments for best practice in this area. Mobile research is a rapidly evolving field and a growing market which accounts for $1.8bn global annual turnover and is widely used in advanced as well as developing economies. Mobile research ranges from calling or texting respondents to ask them questions, to participants videoing how they perform daily tasks such as cooking and more recently, to collecting data generated by mobile devices such as geo-location data, all to provide researchers with richer insights about attitudes and behaviour. This new guideline is designed to help researchers address legal, ethical and practical considerations in using new technologies when conducting mobile research. The text has been drafted by a team of international experts to ensure that it incorporates the latest practices of mobile research, so that the new Guideline takes into account the continuing innovation in technology that has created information sources that are relevant to research. These include: -Passive data collection including biometric data, photos and recordings and instore tracking -Mystery shopping through camera and video -Data that may have been collected for a non-research purpose which is used in research including geolocation data from mobile providers, or usage data from app providers