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In a groundbreaking study, AOL and BBDO partnered with InsightsNow to answer the pressing question “What should we be doing on mobile?” To get beneath the surface and unearth the underlying motivations of mobile users, we deployed a groundbreaking three-pillared approach that combined mobile, metered data, a primary ethnography study and a quantitative survey. This research provided strategic clarity into why consumers behave the way they do and uncovered several insights that run counter to the traditional view of the mobile space. In this session, we’ll describe this innovative approach and counterintuitive findings that emerged.
