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Research Objectives Don’t Change, But Mobile Technology Opens New Vistas


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Everything old is new again, and that includes market research. The objective of understanding consumers’ motivations, feelings and behaviors hasn’t changed over the hundred years or so since systematic market research began. But technology changes constantly, giving researchers ever more powerful tools to harness.


Chris St. Hilaire, MFour’s co-founder and CEO, takes a look at how the past and present overlap in an essay that’s just been published on the GreenBook Blog. What did a dozen researchers who fanned out across a town in rural Kansas in 1920 with clipboards and pencils have in common with today’s most technologically savvy insights experts? To find out, just click here.